The birchbox sampling concept needed a physical store to support trial – which, in the digital retail world, might be the most important role for a beauty retailer (as selling and service can be easily replaced). The store offers sample boxes for men and women, in store product trial and a loyalty plan. This SoHo location is currently the company’s only location; we expect that the company will open more shops as this is a great way for consumers to try new and premium products more affordably, which is beneficial for beauty and grooming brands as well as for consumers.

Birchbox on the Future of Retail


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