US-based retail holdings company Walgreens has partnered with online beauty retailer Birchbox to pilot Birchbox beauty brands in select stores.
As part of the deal, Walgreens will acquire a minority equity interest in Birchbox and introduce Birchbox shop concept on its digital properties.
Walgreens will commence the pilot launch in December this year in 11 locations across major US cities. The company expects to end the trial in early 2019.
Walgreens operations president Richard Ashworth said: “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.”
In addition, the in-store Birchbox will feature a range of products, such as skincare, hair and makeup products from over 40 brands.
Walgreens beauty consultants will be trained by the online beauty firm to offer advice and guidance to customers in the pilot stores.
The online beauty retailer will also offer subscriptions to its monthly delivery services offering personalised samples in the pilot stores.
Established in 2010, the online beauty retailer currently has operations in six countries and serves more than 2.5 million customers through 500 brand partners. It also operates flagship stores in New York City and Paris.
Walgreens operates about 9,800 drugstores across 50 US states, the District of Columbia, Puerto Rico and the Virgin Islands.