Our favorite beauty-and-lifestyle subscription company is opening a brick-and-mortar location this summer. Birchbox teased us last year with its various pop-up shops, an experience that left the founders and customers wanting more. Now, the company has plans to open its first permanent retail store in Soho. The company’s founders, Katia Beauchamp and Hayley Barna, recently talked to The New York Times and divulged details about the new outpost.
Business has been good for the young company, and Beauchamp and Barna are eager to grow. "We are focused on hypergrowth," Beauchamp explained to the Times. "We like the idea of building a store along with the business.” The pair want the store to offer a comprehensive shopping experience, stocking over 2,000 products. An entire floor will be dedicated to classes in makeup application, selection, and skin care, as well as hairstyling services. There will also be a “Build Your Own Birchbox” center and touch-screen stations to assist customers.
To say we’re excited about this new shop may be an understatement. As Barna says, “This is the brand’s moment to shine,” and Birchbox customers are certainly happy to bask in the glow.