Home/Marketing/Online-based beauty company proves brick-and-mortar isn’t fading away

Online-based beauty company proves brick-and-mortar isn’t fading away


Birchbox combines the best of both worlds in its New York store.

While more brick-and-mortar stores are venturing toward the online world, Birchbox is actually doing the opposite.

Birchbox, an online commerce beauty store that sends a personalized collection of product samples to its subscribers monthly, has actually decided to open a physical store in New York. The 4,500 square-foot space will house 2,000 products from up to 250 brands. Like the website, the store will give customers the chance to assemble samples to build their own Birchbox for $15.

With 800,000 subscribers (and counting), Birchbox has been incredibly successful thus far. In fact, it’s spearheaded an entire movement of personalized home-delivery services, and many credit it for introducing an entirely new wave of shopping. So, why move toward brick-and-mortar?

Birchbox founders understand the importance of having a physical store in order to build their brand. They not only want to provide their consumers with the experience virtually, but also personally. Not to mention, their approach is unlike any brick-and-mortar we’ve ever seen — they’re literally bringing the best of both worlds into one fabulous marketplace.

The store will have a series of touch screens, which will allow shoppers to access the same customer reviews they would see on their website. And, there will be an entire floor dedicated to how-to beauty tutorials, giving shoppers the ability to learn more about applying the products.

Not only is the idea genius, but it’s a fine example of ways that everyday brick-and-mortars can compliment their online counterparts. Our guess is that Birchbox will not only receive a ton of press, but it will start (yet again) another trend that others will catch on to.

Photo by: Angie Six – via Flickr

Written by

The author didnt add any Information to his profile yet

Leave a Comment