Birchbox Opens First Brick-and-Mortar Store in NYC

By: Jul. 10, 2014
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Birchbox (www.birchbox.com), a leading beauty ecommerce company, opened 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.

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.
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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.
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Editorial content, videos and product reviews throughout the shop to help customers learn and self-navigate.
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A "Try Bar" where customers can experiment with different beauty trends and find the products that are right for them.
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Beauty services available by appointment (and for walk-ins when available) for hair, nails and makeup.
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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.

About Birchbox:

Birchbox is a leading discovery commerce platform that is redefining the retail process by offering consumers unique and personalized way to discover, learn about, and shop the best beauty, grooming, and lifestyle products on the market.

Headquartered in New York City, Birchbox launched in September 2010 and extended into men's products in April 2012 with Birchbox Man.

In September 2012, Birchbox acquired Paris-based JolieBox, gaining business units in France, the UK, and Spain to take the company global and become the international market leader in discovery commerce.

Birchbox has been featured in USA Today, The New York Times, Time, Bloomberg Businessweek, InStyle, and Marie Claire, among other major national publications.

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