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Birchbox follows Warby Parker, Bonobos, with new bricks-and-mortar store alongside its ecommerce site

Most savvy ecommerce analysts are aware that ecommerce has been undergoing a makeover of late: the way to go, after establishing an online presence, appears to be combining web-based ecommerce stores with the bricks-and-mortar variety. And New York-based subscription beauty product startup Birchbox has just decided to take that particular bull by the horns as it turns four years of age. As reported in the New York Times, a new permanent retail store is moving out of the planning stage and is due to open on West Broadway in Manhattan’s SoHo shopping district very shortly (probably May). Growth potential Co-founders Katia Beauchamp (31) and Hayley Barna (30), who became friends and founded Birchbox while students at Harvard Business School, say the new initiative has less to do with in-store revenues than with the growth potential a bricks-and-mortar store can offer. As Ms. Beauchamp puts it: “We are not focused on profitability, we are focused on hypergrowth. We like the idea of building a store along with the business.” The perspicuous ecommerce analyst will recognize that Birchbox is following a lengthening line of successful ecommerce startups which, having enjoyed connecting with real life customers via pop-up shops, decided to acquire permanent…

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