By  on January 19, 2017
Birchbox's New York store.

After pausing its retail rollout on a quest to reach profitability, beauty box originator Birchbox is opening its second freestanding store — in Paris.

The outpost is slated to open at 17 Rue Montmartre in spring 2017, and will combine services with the company’s product offering. In addition to providing customers a new place to shop, the location is an exercise in branding.

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