ECommerce Rules Everything Around Me
We’re barreling toward the holidays, and the city’s ecommerce companies are putting on the Ritz accordingly. Yesterday, Etsy announced a Soho store for the holidays; today, Birchbox announced the launch of digital popup Birchbox Home. Discovery commerce: Why should you face have all the fun?
Birchbox Home kicks off with a $58 special edition box, packed with kitchen paraphernalia and fancy food samples. Think cocktail napkins and truffle sea salt. Participating brands include Jonathan Adler, Dean and DeLuca and Paperless Post (another Silicon Alley notable). The home box heralds the arrival of a home store, stocked with stuff from C. Wonder and Stonewall Kitchen.
U Francey Huh
After acquiring its French competitor JolieBox last month, Birchbox announced a new partnership today with Gwyneth Paltrow’s lifestyle site, Goop. The limited edition box, which will be sent out to subscribers this October, will be curated by the team at Goop. Since the box comes with sample-size products, Birchbox will also be offering a special edition online store where users can buy the full size item.
Birchbox now has a beachhead in the city of lights. The locally based subscription service–which, last time we checked, claims something like 100,000 members–has acquired a Paris-based lookalike by the name of JolieBox. Anchors away–the ladies of Birchbox are bound abroad.
Hometown heroines Katia Beauchamp and Hayley Barna are two of the better-known female founders in New York’s apparently estrogen-powered tech scene, and yeah, their company Birchbox is pretty girly. So it was fun to see the contrast in the dual announcement this week: the launch of Birchbox Man, which was basically like Instagram launching for Android, followed shortly by the announcement of a major partnership with the ladylicious Gossip Girl, the startup’s first major media partnership.
Birchbox, the New York City-based startup that tipped off the subscription services craze launched an testosterone-approved new vertical today: Birchbox Man. Like the OG lady Birchbox, the men’s version will combine a personalized subscription box with four to five samples a month (except shave gel and stylish socks instead of lip stain and bronzer), along with a “handpicked” online shop and magazine-y editorial content. “Winter is over and it’s time to emerge from your man cave,” reads the intro for a manly-sounding section called Great Outdoors.
Cofounder Katia Beauchamp said she had an inkling there was a market for Birchbox among the other half of the population after getting tweets and “real life” inquiries from men requesting grooming and lifestyles of their very own. Not to mention a curious observation from existing female subscribers. “When their box would arrive, the men in their lives would hover around and were so curious about what’s inside the box,” Ms. Beauchamp told Betabeat over the phone.