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Birchbox head skywards with new marketing and international expansion plans after raising $60 million

Ecommerce analysts who’ve been reading the marketing runes over the years will know that the rage for peddling “things in a box” kicked off in a big way a couple of years ago and then fizzled. Many of the ideas – sex toys in boxes, booze in boxes, razors in boxes – turned out to be fads with little longevity. But a few things-in-boxes ideas have gone from strength to strength, proving much more durable. And Birchbox, purveyor of monthly subscription boxes of beauty samples and one of the most successful ecommerce startups in New York, is definitely among them. Success in a box It doesn’t take a genius ecommerce analyst to appreciate that if a startup successfully raises $60 million in Series B, as Birchbox has just done, it’s convinced some astute investors that it’s got a honey of a business model. Attracting 800,000 subscribers in three-and-a-half years and generating $90 million in annual sales probably had something to do with it. Add to that the fact that the full-size versions of its products that it sells on its ecommerce site now account for an extra 30 percent of its revenue, and the annual total rises to $125 million….

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