Birchbox Expands to Europe

Posted on September 14, 2012 @ 08:03 am

Birchbox has acquired JolieBox, the Paris-based e-tailer that operates in France, the U.K. and Spain. The acquisition will expand the company's footprint, distribution and partnerships. It will now have partnerships with more than 400 brands, internationally.

These online retailers are categorized as “discovery commerce” sites, and began by selling subscriptions to receive a box filled with beauty product samples every month. Birchbox launched in September 2010, and says it is changing the way consumers shop. Its trademark "try, learn, buy" approach to retail has proven successful, and now extends beyond beauty. The company debuted a new men's vertical, featuring grooming and lifestyle products, earlier this year.

"The delight of discovery extends across any border and to any culture," said Katia Beauchamp, Co-founder of Birchbox. "JolieBox, with their like-minded team and brand ethos, is the absolute perfect partner to build relationships with new customers and brand partners internationally while simultaneously improving distribution as we scale."

Birchbox's robust retail platform, which started with personalized monthly beauty sample subscription boxes, also features a handpicked online shop and expert editorial content.

"Birchbox's approach to retail starts with the box, but goes much deeper. The magic is in each element working together, from custom editorial content to data-driven personalization and a tightly curated online store," said Quentin Vacher, CEO of JolieBox. "We recognized the opportunity to provide JolieBox customers with an even better service that changes how they shop, and ultimately the way brands interact with European consumers."