Birchbox opens 1st brick and mortar store in NYC

Birchbox, a leading beauty e-commerce company launched in 2010 opened it's first shop in Soho this past Summer. They have learned so much about how they can drive customers to change their bahavior online and saw an opportunity to extend into offline retail to evolve with their customers needs.

They feature 2,000 products and have other features such as BYOB, build your own Birchbox, where shoppers can select 5 sample sized products for $15, hair, nail and makeup services.

Personalization through technology and content will be the main focus of the shopping experience in the physical store just like their online store.