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Birchbox's latest push into the offline world, following the debut of their Soho flagship last year, is a Gap pop-up shop at seven stores across the country—including three in New York City. The Herald Square, Flatiron, and Lincoln Center outposts of the chain will debut the concept today, which runs through July.
The brand explained that these shops serve multiple purposes for them, including reaching out to new customers and testing markets for future stores. Each carries a tightly edited selection of what you'll find on their website or on West Broadway, and is geared toward summer: bright lip colors from Jouer, Supergoop sunscreen, neon nail shades from Floss Gloss, and a perfume from Clean that smells eerily like a Gap fragrance of yore.
You can buy the special Birchbox + Gap boxes in stores—the $30 women's box includes an Eyeko stick and Amika dry shampoo, while the $60 men's has Baxter of California face wash and Bowery earbuds, and each includes vouchers to receive two more months of boxes. Plus, the Herald Square store is the only one in New York to have a BYOB station (that's Build Your Own Birchbox).
Head into the shops-in-shop starting today, and be sure to RSVP for the June 9th event in Herald Square, which will include makeup touchups, champagne, and 30% off Gap clothing.