Bumble, the feminist dating application founded by Whitney Wolfe has come out with a new brick and mortar concept. The female focused dating app has opened up its first “Hive” location on 158 Mercer Street in the Soho area of New York City. The “Hive” according to Bumble is a place where people who connect via the app can go to meet up in real life for their first date.
Another purpose of the “Hive” is where people can just hang out or talk to friends that they have found via Bumble. Whitney Wolfe says that Bumble is now looking to expand beyond just dating. An increasing number of people are using Bumble to find and make friends. Another surprising use of Bumble has been professional and social networking. This use of Bumble has led Whitney Wolfe and her team to consider launching Bumble Bizz. It is essentially a professional networking version of Bumble to help people find jobs and connections.
Bumble will keep its first “Hive” location open for about a month and see how its users and general public receive it. It will also host some events about dating, entrepreneurship and female issues on the site. Whitney Wolfe, who is the CEO of Bumble, will highlight one of these events. Other events at the Hive will be sponsored by prominent organizations and companies such as Forbes Magazine and Drybar.
Depending on the success of these brick and mortar locations for meeting up for the online dating app, Bumble could launch more “Hives” in other cities. One can say that the “Hive” also serves as a marketing tool to bring attention to the app’s potential to help people find dates, partners, friends and even connect professionally. It is a new feature and if it goes well, one can see other dating apps emulate it.
Whitney Wolfe, who is the founder of Bumble, also helped create Tinder. She helped launch Tinder while working at a mobile app startup incubator called Hatch Labs. Wolfe eventually climbed to the position of vice president of marketing at Tinder, but decided to leave the company. After leaving she started the feminist dating app, Bumble which puts women in charge of the dating environment.