Birchbox debuts first permanent Paris store

By

Marion Deslandes

Published
Jan 20, 2017

After opening various outlets in department stores last year, Birchbox is laying down its anchor for the long-term in Paris. The beauty box specialist will open its first physical location in the capital in the spring, at 17 rue Montmartre. The American brand, which has a French subsidiary, will take over the space from a Redskins boutique.

The French boutique, which will cover a floor space of 200m2, will evoke the same design concept of the New York store, which opened in SoHo in 2014. The customers will be able to benefit from advice and make up personalized boxes containing 5 products of an available 15.

The store is thus signing up to a cross-channel strategy led by the company in line with their subscription model of a monthly beauty box, in order for customers to discover their products, and its e-shop, which stocks 3500 products from 250 brands.

‘As a ‘pure player,’ we are very excited to make our physical retail launch and to see our customers face-to-face. The prices are the same, our sales employees will have access to their beauty profiles and their shopping history in order to give customized advice. The customers will also be able to discover new brands with which Birchbox has not yet collaborated,’ said Quentin Reygrobellet,  CEO of Birchbox France.

In 2016, Birchbox opened outlets at the Bon Marché in Paris and at the Galeries Lafayette in Strasbourg, Marseille and Toulouse. In December 2014, it tested out for the first time a pop-up in Paris.

The company, which is present in six countries (the U.S., France, Spain, Britain, Belgium and Ireland) has over a million active monthly subscribers, of which 200,000 are in France. In France, the subsidiary created by the American company was a result of the 2012 acquisition of start-up Joliebox.