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Planning begins for two new stores, including first men's shop, in 2016.
July 14, 2015
By: Christine Esposito
Editor-in-Chief
Birchbox is kicking off a voting campaign to bring an offline shopping experience to three US cities this summer. Customers can enter their zip code to submit a vote and help plot the route for the Birchbox and Birchbox Man Road Trip, taking place Aug. 7-29. Following the Road Trip, Birchbox will open two permanent stores in 2016—including its first dedicated Birchbox Man store. The retailer says locations will be influenced by the performance of the shops in each city. Birchbox is transforming two shipping containers (one for women, one for men) into full-service beauty and grooming shops featuring a Build Your Own Birchbox area, subscription offers, free beauty and grooming services on the roof deck garden, influencer events and other activities. “We're obsessed with our subscribers and they're constantly asking for Birchbox to come to their cities, so we're listening and letting them guide the next phase of our offline retail strategy,” said Katia Beauchamp, cofounder and CEO of Birchbox. “Our offline customers have a higher lifetime value with us online, so for us, this isn't just another cute pop-up –it's a serious step towards further retail expansion and a way for us to test the waters in new markets.” Birchbox opened its store in Soho, New York, in July 2014 and launched a retail partnership with Gap this past June to test summer beauty shops in select Gap stores across the country. The Road Trip is another opportunity to experiment with new concepts that bring the Birchbox shopping experience to life in a way that is fresh, relevant and exciting to consumers. Birchbox is approaching its five-year anniversary in September, and expanding its offline footprint is a strategic priority for the next phase of the business – with the objectives of reaching consumers wherever they are. Customers can visit www.birchbox.com/roadtrip and vote for their city from today through July 17. Birchbox will announce its Road Trip route on Aug. 3.
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