Walgreens and online beauty retailer Birchbox announced that they will team up 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 and accessible 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 collaboration between Walgreens, with its convenient retail locations and expansive omnichannel presence, and Birchbox, which has changed the way customers discover beauty, will offer customers the opportunity to try out new brands and products. The initial pilot will include 11 Walgreens locations across major U.S. cities, rolling out from this December through early 2019. (more…)