Company Announcements

Square Handheld powers festival activation for members-only luxury fashion rental club with mobility, reliability, and inventory precision

DISTRIBUTED-WORKFORCE/OAKLAND, Calif.--(BUSINESS WIRE)--Apr. 17, 2026-- Wild West Social House, the Los Angeles-based luxury fashion rental and members' club, selected Square Handheld – Square's powerful, portable point-of-sale (POS) device – to power its first off-site activation, "The Wild West Stables," during the Coachella Valley’s renowned music festival. The collaboration brought Square’s award-winning, mobile terminal to one of retail's most demanding environments: a desert where connectivity is unpredictable, customer expectations are high, and a catalog of one-of-a-kind luxury pieces must be managed with real-time precision. For Wild West Social House, the activation marks a pivotal expansion beyond its permanent flagship, and a demonstration of what is possible when mobility, inventory intelligence, and payment reliability converge in a single device.

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Square Handheld at the "Wild West Stables" activation

Founded in 2023 by Max Feldmann and Kyle Julian Skye, Wild West Social House is a dynamic concept: part members’ club, part clothing rental service, part cultural destination. Its West Hollywood flagship – housed in a 1930s Elizabethan-style building – carries roughly 4,500 luxury garments, shoes, and accessories spanning 70 years of designer collections. Members pay for access rather than ownership, unlocking unlimited monthly rentals of up to ten days at a time, alongside private events, parlor reservations, and complimentary dry cleaning.

With no two items alike and rapid product turnover, inventory precision is of utmost importance. In store, Wild West relies on Square’s unified commerce platform, including Square Register hardware, Square for Retail software, Square’s Developer API to integrate with its proprietary rental software and Saleor, its third-party inventory management system, to help maintain real-time accuracy across items in its catalog. Square Terminals extend that connected experience to events, and Square Handheld is now taking its travels a step further: the fully mobile commerce system brings the brand’s flagship wherever it travels.

The Wild West Stables: A Fashion Clubhouse in the Desert

Roughly 70% of Wild West’s members attend the Coachella Valley music festival each year. When the team decided it was time to test a fully mobile version of their Los Angeles concept, the music festival proved an obvious choice. Over the festival’s opening weekend, Wild West Social House transformed a private equestrian estate in Indio, California into a three-day members’ retreat and trunk show, complete with a curated selection of festival-ready pieces and a fully operational rental and purchase experience, powered by Square Handheld.

“This is an amazing, real-world test of how our members will engage our mobile services when we can meet them where they are, exactly when and how they need us,” said Max Feldmann, co-founder of Wild West Social House. “We’ve long told our members: if this works, you’ll never have to pack again. This weekend was another major step toward proving that, and Square played a central role in making it possible.”

Event Mobility for Modern Commerce

The “Wild West Stables” activation illustrates a broader shift in how modern commerce operates. Across industries, sellers increasingly need to meet customers where they are: at festivals, pop-ups, markets, and activations where traditional fixed-point commerce simply isn’t possible.

Square Handheld is purpose-built for the pace of modern retail, hospitality, and events. It functions as Square’s thinnest, lightest, and most capable POS device, acting as a pocketable powerhouse designed for sellers who can’t afford to be tethered to a counter.

For sellers, it means:

• The full depth of Square’s commerce platform in a sleek, durable form that operates independently of a fixed location and syncs to a central catalog
• Barcode scanning and real-time catalog oversight helpensure no item is sold out or rented twice across any number of locations
• For high-touch customer experiences: staff stay present with customers rather than anchored to a register, delivering the level of service that premium brands require
• For connectivity-challenged environments: offline payment capability and battery built to power through a whole day means staying available, regardless of signal conditions at outdoor venues
• Customizable Modes giving retail, restaurant, and service sellers a single device that adapts to their specific workflows

“The Wild West Social House festival activation is a perfect example of Square Handheld’s powerful flexibility,” said Nick Molnar, Global Head of Sales & Marketing at Block. “When a brand’s promise is that fashion should follow you anywhere, their commerce infrastructure has to keep up. Square Handheld gives sellers the freedom to bring their operations – across payments, inventory, customer experience – wherever their customers are. That’s not just a retail capability. It’s a business model enabler.”

Festival activation is the first step in Wild West Social House’s broader expansion plan. With its New York City second location on the horizon and a membership base that spans both coasts, Square will continue to enable their ambitious growth both in store and on the move.

Learn more about Square Handheld at: squareup.com/us/en/hardware/handheld

About Wild West Social House

Founded in 2023 by Max Feldmann and Kyle Julian Skye, Wild West Social House is a luxury fashion rental and members’ club based in West Hollywood, Los Angeles. The brand operates at the intersection of technology, sustainability, and luxury — offering members unlimited monthly rentals from a catalog of thousands of designer garments, shoes, and accessories, alongside access to private events, parlor reservations, and complimentary dry cleaning. Wild West Social House is expanding to a second location in New York City. For more information, visit wildwestsocialhouse.com.

About Square

Square helps businesses turn transactions into connections and businesses into neighborhood favorites.

In 2009, Square started with a simple invention – the first mobile card reader, which changed how the entire financial system thinks about small businesses. Square has since grown into a global business platform helping millions of sellers of all sizes participate and thrive in their communities.

Whether independently run or a global chain, Square understands that sellers succeed when they have the freedom to focus on the experiences that keep customers coming back. From point of sale and payments to online commerce, staff management, cash flow tools, and more, Square brings together the tools sellers need to run and grow on one intelligent platform. For more information, visit squareup.com.

Disclaimer:

Offline payments are processed automatically when you reconnect your device to the internet and will be declined if you do not reconnect to the internet within 24 hours of taking your first offline payment. By enabling offline payments, you are responsible for any expired, declined, or disputed payments accepted while offline. Square is unable to provide customer contact information for payments declined while offline. Offline payments are not supported on older versions of Square Reader for contactless and chip (1st generation, v1 and v2).

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Media Contact:
Square Press
press@squareup.com

Source: Block, Inc.