Gap to Start Hosting Birchbox Pop-Up Shops Across the US

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Birchbox has plans to start exploring more offline options through a Gap partnership beginning at the end of the week, according to WWD. On Friday, Gap will start hosting Birchbox pop-up shops at seven of its flagship locations in New York, Los Angeles, San Francisco, Chicago, and Houston, and the partnership will run through the end of July. Customers will be able to test new products, build their own boxes, and purchase exclusive subscription boxes at each location.

WWD notes that this isn't the first time Gap has partnered with Birchbox, but it is the most expansive to date. Interestingly, another direct-to-consumer beauty brand, Glossier, will also be conducting its own pop-up shop at Nasty Gal this summer. Glossier has mentioned that the pop-ups will be a good chance for the brand to assess the possibility of opening its own brick-and-mortar stores; perhaps this is Birchbox's way of testing out the idea of expanding its own brick-and-mortar presence beyond the one store in New York City.