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From Box to Brick-and-Mortar: Birchbox Opens First Store



Published August 1, 2014
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Birchbox has opened its first brick-and-mortar store. Located in New York City, 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 Birchbox store offers a curated product assortment featuring 2,000 products from 250 brands. The firm says a vertical merchandising strategy allows consumers to shop by category instead of by brand.

A dedicated Build Your Own Birchbox (BYOB) section allows shoppers to handpick five sample size products of their choice for $15 and a “Try Bar” lets shoppers experiment with different beauty trends and find the products that are right for them.

Also, beauty services are available by appointment and group classes will be scheduled.

“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 of Birchbox. “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.”

Headquartered in New York City, Birchbox has spawned a host of monthly online subscription services. 


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