Can Birchbox Evolve Beyond Subscriptions?

Birchbox released some numbers Thursday, announcing that — in addition to passing the 400,000 monthly subscribers mark — its full-priced ecommerce business is also growing at a healthy clip. Sales quadrupled last year and full-sized products now represent just more than a quarter of Birchbox's overall business, according to cofounder Katia Beauchamp (pictured above). Sales are expected to "more than triple" in 2013, she adds.

What's more, Beauchamp says Birchbox is now attracting buyers who don't even subscribe to its monthly program, but instead discover products through its on-site editorial, which includes a blog and more than 20 how-to videos every month. Those buyers now represent 15% of ecommerce orders, she says. Read more...