Beauty ecommerce company Birchbox has announced the opening of its first brick-and-mortar store in Manhattan. The Birchbox store leverages the insights and feedback gathered since the company’s launch in 2010 from its more than 800,000 global subscribers to create a customer-first, offline shopping experience. The Birchbox store experience includes a curated product assortment featuring 2,000 products from 250 brands including Smashbox, Caudalie, Jouer, Supergoop!, Cynthia Rowley, Baxter of California, Lab Series, and Art of Shaving. The store also offers a vertical merchandising strategy that allows consumers to shop by category instead of by brand, along with a dedicated B.Y.O.B. (Build Your Own Birchbox) section where shoppers can hand-pick five sample size products of their choice for $15 USD. A Try Bar enables customers to experiment with different beauty trends and find the products that are right for them. There are also beauty services available by appointment (and for walk-ins when available) for hair, nails and makeup.

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