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Birchbox enjoys record year for growth

Birchbox, the subscription beauty box brand, has reported a record year for growth in 2017 with 1.5 million beauty boxes shipped and a 63% increase in… View Article

HEALTH & BEAUTY

Birchbox enjoys record year for growth

Birchbox, the subscription beauty box brand, has reported a record year for growth in 2017 with 1.5 million beauty boxes shipped and a 63% increase in subscribers.

In addition, there was an 84% increase in net online shop sales where customers can buy the full-size products that they receive in their monthly boxes.

With 75% of the brand’s traffic coming from mobile and 65% of customers searching and shopping via mobile web, Birchbox upgraded its mobile platform in the period and introduced Facebook React software to improve speed and responsiveness for customers.

Janis Thomas, UK marketing director for Birchbox UK, said: “With over 75% of our traffic coming from mobile in 2017, our close relationship with Facebook has been key to our marketing success. We have seen massive growth in Instagram this year, to the point that it has become our second biggest channel for subscription acquisition. We have continuously tested new formats and approaches, dynamically reacting to capitalise on what works for us. We look forward to partnering with Facebook on new developments in 2018.”

During the year, the company embarked on a collaboration with the Vogue fashion magazine. Birchbox’s November subscriber box was curated by the magazine’s beauty team based on the #Vogue100 Beauty Hall Of Fame, meaning that each product was selected by Vogue beauty editors from their top 100 beauty products.

A further development included the opening of Birchbox’s first UK pop-up store on Carnaby Street in November.

Now with 150,000 subscribers, Birchbox enjoyed record online sales over the Black Friday week with self-subscription sales 93% higher than in 2016. Some 35% of the company’s revenue now comes from full-size product.

Savannah Sachs, managing director of Birchbox UK, said: “2017 was a strong year for us as a business and we’re expecting to build on that growth during 2018 with a series of improvements to our service to make sure we take personalisation to the next level.

“Our pop-up opening and great brand partnerships last year mean that our brand awareness is at an all-time high, and we’re excited to introduce even more customers to a new way of shopping for beauty this year.”

Birchbox has partnerships with over 200 brands in the UK, including the likes of Bobbi Brown, Bumble and Bumble, Benefit Cosmetics, Elemis and Caudalie.

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