Walgreens is teaming up with e-commerce beauty retailer Birchbox to build Birchbox retail experiences within select Walgreens stores. The multi-channel offering will bring prestige beauty brands into Walgreens stores and allow customers to discover and shop for new brands in an interactive way, and will include a curated Birchbox shop on Walgreens digital properties. As part of the relationship, Walgreens will also acquire a minority equity interest in Birchbox.
The initial pilot will include 11 Walgreens locations across major U.S. cities, rolling out from this December through early 2019.
“This is an exciting time for beauty at Walgreens,” said Richard Ashworth, president of operations, Walgreens. “Our customers want to shop the most sought-after brands in a welcoming and accessible environment, and the addition of Birchbox to our growing beauty offering is a big step in delivering on our promise to differentiate and elevate the beauty experience at Walgreens. This collaboration will help enable Walgreens to continue to strengthen our beauty offering and build our prestige portfolio.”
“In Walgreens, we have found an exciting partner that supports our mission of reaching an underserved customer who doesn’t prioritize beauty,” said Katia Beauchamp, CEO and Cofounder of Birchbox. “Birchbox has effectively changed the relationship that this customer, who represents 70% of the market, has with beauty and increased her spend in the category. Walgreens is deeply committed to beauty and shares our vision for a different type of retail experience – one that is holistic, seamless and designed to help shoppers make informed, confident decisions. Together we will continue to evolve the integration of our physical and digital shopping experiences.”