Birchbox Aims to Bring 'Artificial Intelligence' to Offline Retail

Opens first brick-and-mortar in SoHo

Birchbox tomorrow opens its first brick-and-mortar location with a 4,500 square foot storefront in New York's fashionable SoHo district. The much-hyped beauty e-retailer aims to make the shopping experience akin to what its online patrons are accustomed to via a large touchscreen and four iPads that will float around the duplex-styled outlet.

Per an email from Birchbox co-founder and co-CEO Katia Beauchamp, the store applies "the insight and feedback from our hundreds of thousands of [digital] customers to better understand what makes them tick, and create a customer-first, holistic offline shopping experience.

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