Crafted from individually selected Nile crocodile scales in cream and gray, Hermès’s Himalaya Birkin is one of the world’s rarest handbags, fetching more than $100,000 at auction. Rally cofounder and CEO Chris Bruno wants you to own one—in part. Rally, which launched in 2017, acquires high-end collectibles—Birkins, Porsche convertibles, Rolex watches, even first-edition Harry Potter novels—and allows people to buy and sell shares in them via an app, as if the items were public stocks. Investors—including Rally, which invests up to 10% in each collectible—can make money by selling their shares as an item gains in value, or if the treasure is eventually sold for a profit. (Rally registers each item as a security.) The app’s average investor—there are currently 10,000 total—is 28 years old and owns shares in four different Rally-managed assets. The company has held offerings for nearly 75 items and sold off several, including a 2000 Ford Mustang Cobra R for a 21% return. Last January, in its largest IPO to date, Rally sold 5,000 shares of a $635,000 1980 Lamborghini Countach for $127 apiece. The company, which recently opened a showroom in Manhattan’s SoHo neighborhood to spotlight items coming up for IPO, gives non-elite investors “the ability to have exposure to the best of the best,” says Bruno. “We took something that was available to 0.001% of the population and made it available to every investor.” Rally’s Himalaya Birkin, for example, is rumored to have been previously owned by Kim Kardashian West.
Read more about Fast Company’s Most Innovative Companies:
- The world’s 50 most innovative companies of 2020
- The 10 most innovative finance companies of 2020
- How Snap defied the haters—and keeps reinventing the social media game
- Footprint is proving that sustainability can scale
A version of this article appeared in the March/April 2020 issue of Fast Company magazine.