Birchbox to add special holiday fixtures at 500 Walgreens locations

Birchbox is continuing its partnership with Walgreens by announcing a new expansion.

Coming to 500 of the retailer’s locations in 44 states is a new holiday fixture that is set to feature subscription gift boxes, limited-edition beauty and grooming kits, and travel-sized beauty products.

The new Birchbox fixture will be positioned at the front of the store and also contain grab-and-go holiday kits with a selection of the beauty company’s best-selling essentials.

“Our vision from the beginning of this partnership was to have a mix of different formats - some lightweight and some more robust - and we've been able to drive incremental beauty sales at Walgreens by giving the everyday consumer a better experience,” Pooja Agarwal, the chief operating officer of Birchbox said. “We're testing several expressions of what Birchbox's presence at Walgreens can look like, and being really thoughtful about the right way for our brand to show up in each store. We're excited to bring the Birchbox brand to even more Walgreens customers this holiday while delivering on our promise to make beauty easy and approachable."

This is the latest development in the partnership between Birchbox and Walgreens, which launched in December 2018. Beginning with six pilot locations and having grown to 11 locations this year, the “store-within-a-store” retail spaces range from 400 to 1,000 square feet and resemble mini-Birchbox stores.