Beyond the Box: With More Than 5 Million Boxes Shipped, Birchbox Announces Full-Size Product Ecommerce Sales on Track to Triple in 2013

With 3 Products Sold per Minute, More Than One-Half of Monthly Subscribers Go On to Purchase Full-Size Products from the Birchbox Shop

NEW YORK--()--Birchbox, the discovery retail company changing the way men and women shop, for the first time today shared details outlining the growth of its ecommerce business, revealing ecommerce now represents more than one-quarter of Birchbox's business as full-size product sales quadrupled in 2012, and are on track to more than triple in 2013.

The company’s business model is centered around creating new consumer demand through personalized monthly product sampling and editorial, and then fulfilling that demand via the ecommerce shop. With more than 5 million boxes shipped to more than 400,000 subscribers, Birchbox’s monthly box deliveries are driving demand for products and sales from the Birchbox Shop.

“We’re excited to see the positive response to expanding our presence as a comprehensive retail destination,” said Katia Beauchamp, Co-Founder and Co-CEO, Birchbox. “Discovery is our core competency and we believe the opportunity to generate new demand for products in beauty, grooming and lifestyle is massive.”

The Birchbox Shop has proven to be a significant driver in the company’s growth, and demonstrates the success of its 360 degree retail experience: try, learn and buy. Birchbox works with more than 500 brands and sells more than 4,000 products in the ecommerce shop to customers in four countries.

Today, more than one-half of monthly subscribers go on to purchase full-sized products from the Birchbox Shop, and subscribers aren’t the only ones making purchases – 15 percent of all ecommerce orders come from nonsubscribers, driven in part by the company’s exclusive products only available online via the Birchbox Shop, and robust editorial content across the Web.

Stila is one of the many brands that have experienced overwhelming demand and sales through the Birchbox Shop in direct correlation to its sampling in the monthly subscription boxes. The company began working with Birchbox in late 2010. After being sent to 7% of Birchbox’s subscribers based on their personalized beauty profiles, the Stila eye shadow palette saw an 11.2% conversion – more than 10x the industry standard – from sample to full-size purchase.

“Working with Birchbox has given us the opportunity to receive tangible feedback on our products and increase brand awareness by reaching new customers,” said Megan Mildrew, Business Development Director, Stila. “Retailing our full-size products on their ecommerce site has provided us with insight on customers' purchasing habits and intent to buy after sampling.”

About Birchbox

Launched in 2010, Birchbox is the leading global discovery commerce platform for both men and women. Birchbox redefines the retail process by offering consumers a personalized way to discover, learn about and purchase the best beauty, grooming and lifestyle products. With more than 400,000 members, Birchbox users enjoy first-touch experiences with new products each month and exclusive access to expert editorial content to help them get the most out of each item. Additionally, through Birchbox’s online store, customers can shop a handpicked selection of full-sized products from more than 500 top brands such as Lancôme, Laura Mercier, Benefit, Stila, Caudalie, Payot, L’Occitane, Bourjois, and L’Oreal. In 2012, Birchbox acquired Paris-based JolieBox, gaining outposts in France, Spain and the UK. To learn more about Birchbox, visit www.birchbox.com, or follow us on Facebook and Twitter and YouTube and our blog.

Contacts

Birchbox
Claire Paull, 646-289-8877
claire.paull@birchbox.com
or
SutherlandGold for Birchbox
Emilie Johnson, 212-905-6217
birchbox@sutherlandgold.com

Release Summary

With more than 5 million boxes shipped, Birchbox announces full-size product ecommerce sales quadrupled in 2012, and are on track to triple in 2013.

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Contacts

Birchbox
Claire Paull, 646-289-8877
claire.paull@birchbox.com
or
SutherlandGold for Birchbox
Emilie Johnson, 212-905-6217
birchbox@sutherlandgold.com