• •Attendees at the Rhode brand pop-up in Newport, Rhode Island, reported waiting up to 10 hours in line for products.
• •Social media users and event-goers documented long queues and a lack of organizational structure at the site.
• •It remains unclear how many staff members were onsite or if the company plans to adjust logistics for future pop-up activations.

Rhode, the skincare brand founded by Hailey Bieber, faced significant backlash this week following a crowded pop-up event in Newport, Rhode Island. Reports from INC indicate that some customers waited as long as 10 hours to access the retail space. Attendees described the experience as unorganized and unprofessional, citing poor crowd management and long wait times. Whether the company will address these operational failures remains to be seen, but the situation underscores the challenges of managing physical retail surges for high-profile influencer brands.