NY Times: Web-based Birchbox plans to open a Manhattan store this spring

NEW YORK — Since its launch in 2010, beauty subscription company Birchbox has shaken up the beauty market by sending subscribers boxes of product samples each month. Now, the web-based company is reportedly looking to open a physical location in Manhattan, according to a New York Times report.

According to the NY Times, founders Katia Beauchamp and Hayley Barna are quietly planning to open in the spring a store on West Broadway in the heart of SoHo’s main shopping area.

Unlike several other web-based companies that have created a brick-and-mortar-type formula that is basically a showroom for their online business, Birchbox will strive to be a complete shopping and lifestyle “experience,” the NY Times reported.

According to the article, the store will feature touch screens throughout for product recommendations and reviews, and will also house roughly 2,000 products available for purchase. Beauty mavens will also be able to build their own Birchbox for $15 in the B.Y.O.B. section. Classes and services, such as hair styling, will also be available, the NY Times reported.


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