Birchbox Goes Brick and Mortar


There’s nothing that delights a beauty buff more than having seasonable samples from Birchbox arrive on their doorstep monthly, but now the sample subscription service is headed to a storefront near you.

According to The New York Times, the site found a spot along West Broadway in Soho (prime shopping real estate) to open up by May. Savvy shoppers will find 2,000 products set to line the shelves from over 150 of our favorite brands with touchscreens throughout the space to provide customized product recommendations and reviews. There will be a separate floor for master classes and hair styling. Plus, there will be row of vanities on the sales floor to swatch to your hearts desire before building your own Birchbox for just $15!

The founders dipped their toe into the idea with pop-ups during New York Fashion Week, helping editors found an oasis amongst the fashion chaos to get primped and stay pretty with samples to go. We saw some clues along the way — wow, it’s really powerful to interact with our customers,” Hayley Barna, co-founder of Birchbox, told the paper.

“We are not focused on profitability, we are focused on hypergrowth,” Katia Beauchamp, Birchbox Co-founder, explained. “We like the idea of building a store along with the business.”

Now that’s thinking out of the box! Congrats!