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Birchbox Opens First Brick-and-Mortar Retail Store in Soho NYC

From Cyber to Cement, Omni-Channel Retail Expansion Will Enable Birchbox to Engage With Consumers through Multiple Touch Points

NEW YORK--(BUSINESS WIRE)--Birchbox (www.birchbox.com), a leading beauty ecommerce company, is pleased to announce the opening of its first brick-and-mortar store in Manhattan. The Birchbox 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.

“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.”

The Birchbox store experience includes:

  · Curated product assortment featuring 2,000 products from 250 brands including Smashbox, Caudalie, Jouer, Supergoop!, Cynthia Rowley, Baxter of California, Lab Series, and Art of Shaving. Testers of every product in the store will be available.
· A vertical merchandising strategy that allows consumers to shop by category instead of by brand. For example, a shopper could come in looking for a red lipstick and compare different types in the ‘makeup’ section of the store.
· A dedicated B.Y.O.B. – Build Your Own Birchbox – section where shoppers can hand-pick five sample size products of their choice for $15 USD.
· Editorial content, videos and product reviews throughout the shop to help customers learn and self-navigate.
· A “Try Bar” where customers can experiment with different beauty trends and find the products that are right for them.
· Beauty services available by appointment (and for walk-ins when available) for hair, nails and makeup.
· Group classes will be offered on a variety of topics. Classes are designed to appeal to all types of beauty consumers and allow them to sample, try and learn about the products. Classes will be free for Birchbox subscribers and $30 for non-subscribers.

“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.”

Personalization through technology and content will be at the core of the seamless in-store shopping experience. With touchscreens throughout the store, customers will be able to answer a few questions about themselves to source product recommendations, along with customer reviews and video demonstrations to assist consumers in their product selection.

Visit the Birchbox store at 433 West Broadway in New York City beginning July 11, 2014.

About Birchbox

Launched in 2010, Birchbox is a leading beauty and grooming ecommerce company for men and women. Birchbox customers 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. Through Birchbox’s online store, customers can shop a handpicked selection of full-sized products from more than 800 top brands such as Smashbox, Caudalie and Jouer. In 2012, Birchbox acquired an international competitor gaining outposts in France, Spain and the UK. To learn more visit www.birchbox.com.


SutherlandGold for Birchbox
Emilie Johnson, 415-520-8832
Katie Cline, 646-253-9794
Senior Manager, Public Relations & Strategic Partnerships