Despite the massive popularity of dating app no companies have really tried in any meaningful way to connect their services to real world, brick and mortar locations. The company behind the stunningly successful female driven dating app, Bumble, is changing all of that by creating a meeting ground for users of their phone app which is tentatively being called, The Hive. If you think the name sounds a little on the nose you should wait until you see the inside of the facility, not only is it decked out with all manner of cafe-style chairs, tables, foot-stands, couches and lounge amenities and a big yellow sign which reads: Be Yourself, Honey! It is also covered with enormous and resplendent honeycombs to aesthetically represent the brand and keep Bumble firmly implanted in the forefront of the community members’ collective minds. But The Hive will be more than just a simple dating meet up station, it will so serve several other important functions for its users.
The creator and the current leader of Bumble, Ms. Whitney Wolfe publically stated that The Hive will be far more than merely just a gathering place for prospective dates, it will also be a general hub for all Bumble users. Ms. Wolfe, who was also one of the tech savvy brains behind the wildly successful Tinder app, further explained that The Hive was a attempt to capitalize on the very real and dedicated community that Bumble, as a brand, had created since its inception onto the popular dating app scene but that the brand, and by extension its user base, was moving well beyond the confines of dating.
This is evidenced by Bumble’s two latest brand extensions, respectively, Bumble BIZZ and Bumble BFF. Bumble BFF is intended to playout much the same as the original Bumble app except instead of the end goal being a good date and the relationship that follows with it, it will be focused exclusively on pairing people up who are looking for a long and lasting friendship. Bumble BIZZ, in contrast, is going to be aimed primarily at independent start up business owners and will show them how to build and keep a dedicated base of users and thus bolster their sales and brand recognition.