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Birchbox goes ‘home’ for the holidays with higher-priced lifestyle box

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Discovery commerce startup Birchbox isn’t just a pretty face. After launching in 2010 with a monthly box of curated beauty products for women, the startup began offering a subscription-based box of grooming and lifestyle goods for men earlier this year. On Wednesday, the New York-based company announced that it’s dipping its toes in yet another vertical with the limited-edition roll out of Birchbox Home, a collection of home goods and accessories, design products and gourmet food items, launched in time for the holiday season. In addition to the box, the company launched a corresponding online store offering the same kinds of goods.

“We loved home because within that category there’s a lot you can do,” said co-founder Katia Beauchamp. “We felt that it wouldn’t become repetitive or boring — we could be creative with it.”

Items in the one-time box include home decor goods from designer Jonathan Adler, gourmet goodies from Dean & Deluca and stationery from Paperless Post. The home-themed box is $58, which is significantly more expensive than the $10 original box and $20 men’s box. But Beauchamp said the items included are valued at about $140 and that the company opted for a higher-priced package because they wanted to showcase the potential of a home-centric Birchbox. When the company launched a special-edition men’s box last holiday season, it was also on the pricier side but they lowered the cost when they decided to make it a monthly product.

The higher price tag could be a deterrent for some customers. But those who already look forward to their monthly beauty box could trust Birchbox’s taste enough to spring for limited edition offer.

For now, Birchbox, which says it has 300,000 subscribers and 400 brand partners worldwide, is focused on selling the thousands of one-time boxes it’s produced in time for the holidays. But as with the men’s box, if the response is positive, Birchbox Home could become a regular offering.

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