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Walgreens to house Birchbox in 11 US stores

Walgreens has announced it is piloting a ‘shop-in-shop’ partnership with Birchbox which will see the pharmacy dedicate space in 11 stores to the subscription box e-tailer.

From December through to early 2019 Walgreens will begin rolling out Birchbox beauty spaces within 11 locations in major US cities.

As part of the deal, Walgreens will also acquire a minority equity interest in Birchbox.

“This is an exciting time for beauty at Walgreens,” said Richard Ashworth, president of operations at 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.”

The Birchbox store experience will feature full-sized skincare, hair and makeup products from over 40 brands, as well as offering customers to ‘Build Your Own Birchbox’ with a selection of personalised samples.

“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 co-founder of Birchbox.

“Birchbox has effectively changed the relationship that this customer, who represents 70 percent 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.”

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