Birchbox’s first brick-and-mortar store opens today in New York City. According to the firm, the store leverages the insights and feedback gathered since the company’s launch in 2010 from its more than 800,000 active subscribers to create a customer-first, holistic offline shopping experience.
The shop offers a curated product assortment featuring 2,000 products from 250 brands. Birchbox says a vertical merchandising strategy allows consumers to shop by category instead of by brand.
The store also features a dedicated Build Your Own Birchbox (BYOB) section that allows shoppers to hand-pick five sample size products and a "Try Bar” where shoppers can experiment with different beauty trends.
“Our goal with Birchbox has always been to make it easy, efficient and fun for people to discover new brands and products fit for their lifestyle,” said Katia Beauchamp, co-founder and co-CEO. “We have learned so much about how we can drive customers to change their behavior online, and we see an opportunity to extend into offline retail to evolve with our customers' needs.”
In additon to product, beauty services are available by appointment.