E-commerce beauty company, Birchbox, opened its first brick-and-mortar store this morning at 433 West Broadway, according to a representative of the company.
The new Soho-based store is 4,500 square feet, the rep said.
Online-focused Birchbox is headquartered in Manhattan at 28 East 28th Street, between Madison and Park Avenues.
Birchbox launched in 2010 and focuses on “beauty and grooming” products geared toward women and men, according to the company’s site. The company has over 800,000 subscribers, according to a press release.
“Our goal with Birchbox has always been to make it easy, efficient and fun for people to discover new brands and products fit for their lifestyle, said Katia Beauchamp, the co-founder and co-chief executive of Birchbox, in a statement. “We have learned so much about how we can drive customers to change their behavior online, and we see an opportunity to extend into offline retail to evolve with out customers’ needs.”
The new store offers beauty product samples, classes and touchscreen questionnaires for recommended selections, along with 2,000 products from 250 brands, according to the release.