PARIS — Birchbox just opened its first pop-up store here today.
It’s a showcase of the e-tailer’s service in France, its second largest market after the U.S.
“You see 500 products all at once,” said Quentin Vacher, who heads up Birchbox’s European business. He explained the boutique is to help consumers get to know the brand and to understand their needs and wishes.
The 1,000-square-foot Paris unit at 5 Rue de Turbigo is organized to resemble the company’s New York brick-and-mortar location. It includes La Fabrique area, where shoppers can compile their own beauty box of five sample-size products from a wide selection.
L’Espace Backstage involves beauty ateliers run by brands. For this, it’s possible to sign up online for sessions, such as a 25-minute course given by GHD to learn how its styler tool is used. The lesson costs 15 euros, or $18.50 at current exchange. Paul & Joe’s 10-minute class focuses on manicures, for 5 euros, or $6.15, while a 15-minute course with Dermance teaches people a skin-care regimen. That goes for 20 euros, or $24.65.
The La Boutique section carries some of the e-tailer’s bestsellers, and the shop also stocks Christmas specials, such as holiday crackers containing samples and Birchbox subscriptions, plus the limited edition Birchbox Home box containing products from brands such as Well-Kept, Mr. Wonderful and Compagnie de Provence.
The Birchbox pop-up is remain open through Dec. 24.
Birchbox is also to debut its first beauty distributor in Paris’ Montparnasse train station on Dec. 12.
Birchbox has 800,000 subscribers worldwide.