Birchbox, the beauty and grooming retailer which began as a subscription service and is evolving into brick and mortar shops, will make a stop in Atlanta this week.
The Birchbox Road Trip will travel to three cities this summer with the goal of determining which location is best for a permanent store to open in 2016.
Atlanta is the first city on the tour, followed by Chicago and Los Angeles.
From Aug. 7 – 9, two shipping containers (one for men and one for women) will be located at 102 West Paces Ferry Road in Buckhead. The containers have been transformed into full-service beauty and grooming shops. Guests will have the chance to build their own Birchbox and can take advantage of subscription offers. There will be free beauty and grooming services, appearances from beauty influencers and more. Shoppers can purchase a curated assortment full-size skincare, hair, makeup, body, fragrance and grooming products for summer.
Katia Beauchamp, cofounder and CEO of Birchbox, says the Road Trip is a serious way for them to test out new markets and help them determine the cities where they will open two new stores in 2016, including the first BirchboxMan store. The company will make decisions for the permanent store locations based on the performance of the container stores in each city. The first brick and mortar Birchbox store opened a year ago in New York City. In addition, they have been working with the Gap to test performance of their beauty shops in select Gap stores nationwide.
Birchbox launched in 2010 and was one of the first subscription services — membership clubs which send monthly boxes of sample products to category users in the hopes that they will buy full-size versions. The category quickly filled with many imitators. The move to brick and mortar locations is in line with the convergence of online and offline retail. We’ve watched many online-only retailers, such as Bonobos and Warby Parker, launch experience shops to give customers a chance to touch and feel the product before ordering. With Birchbox retail stores, subscribers will be able to shop for the items from their monthly boxes in stores versus online.
Here are the details on the Atlanta Road Trip:
Time and Location:
102 West Paces Ferry Road, Atlanta
- Friday, August 7, 12 – 6 p.m.
- Saturday, August 8, 11 a.m. – 7 p.m.
- Sunday, August 9, 12 – 6 p.m.