Birchbox sets itself a tougher retail challenge

By

Sarah Ahssen

Published
Jul 30, 2015

One year after the opening of its first brick and mortar shop in SoHo, New York, US company Birchbox continues its foray into the retail world. The e-retailer and pioneer in subscription beauty kits will in 2016 open two new shops in the USA, one of them dedicated to men. 

To select the locations of these future openings, Birchbox is taking a road trip across the country in August with the installation of temporary shops in three American cities. The location of these pop-up stores - to be revealed on August 3rd - follows an online vote. Online customers had until July 17th to choose which city they wished to see these temporary shops set up in. The cities have thus been chosen based on the votes.

In addition, Birchbox signed a partnership agreement with Gap, allowing it to set up Birchbox beauty corners (since June and for three months) in seven of the US brand's stores, in New York,  Houston, Los Angeles, San Francisco and Chicago.

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In France too Birchbox is playing the temporary shops card. Last Christmas, the US retailer opened a temporary boutique on Rue Turbigo, Paris, and has more recently installed a temporary display corner at Bon Marché.