We’re barreling toward the holidays, and the city’s ecommerce companies are putting on the Ritz accordingly. Yesterday, Etsy announced a Soho store for the holidays; today, Birchbox announced the launch of digital popup Birchbox Home. Discovery commerce: Why should you face have all the fun?
Birchbox Home kicks off with a $58 special edition box, packed with kitchen paraphernalia and fancy food samples. Think cocktail napkins and truffle sea salt. Participating brands include Jonathan Adler, Dean and DeLuca and Paperless Post (another Silicon Alley notable). The home box heralds the arrival of a home store, stocked with stuff from C. Wonder and Stonewall Kitchen.
It’s a new playing field for Birchbox, which has stuck with cosmetics thus far. What’s not entirely clear is how long this new venture will stick around. It’s tagged as a popup on the Birchbox site and we’re told it’s limited edition, but the announcement is framed so one can imagine it becoming a permanent addition:
“We’re dedicated to helping people discover new products and brands, and the debut of Birchbox Home lets us introduce customers to an entirely new group of designers, brand and products,” said Katia Beauchamp, Co-founder of Birchbox.
Not to mention that selling home decor doesn’t require battling against the same level of brand loyalty. (Just try talking your grandmother out of her Elizabeth Arden. Not happening.) Maybe higher conversion rates are on Birchbox’s Christmas list!