Birchbox is winning with Brand (with a capital B)
“anyone can put sugar and water in a bottle…or stuff in a box”
Building a brand requires consistent delivery of a simple value. At AND 1 we built our brand on attitude and we infused everything we did with the trash talking swagger of an NYC point guard. Birchbox is building a brand by delivering delight from content to commerce.
It is a simple promise. It is hard to deliver.
When we first partnered with Katia, Hayley and Mollie we fell in love with their vision for a new eCommerce model. The subscriber count was less than 500 and the founders were folding the pink tissue paper and tying the bows in every box. They were 100% focused on consistently delivering delight to their customers at every touch point. Their vision was clear and the mission was simple. They were building a brand that would define a category.
Yesterday, Birchbox announced a new round of funding that will help them continue to scale the business and deliver on their brand promise. The coverage of the funding has focused on the company’s early success: the number of subscribers, the number of brand partners and their future plans to enter verticals beyond cosmetics. The growth has been incredible, but for me, the real story is not how fast the business has grown, but the way the founders have managed to scale even faster.
They hit product market fit and hyper-growth as fast as any company in our Community but managed to remain laser focused on delivering delight. The subscriber base is in the tens of thousands and the quality of the product and diversity of brand partners keeps getting better. Engagement with content is stronger than ever and the Birchbox voice, now spread across an editorial team, remains fresh and relevant to their customer. The total team has grown from three to well over 35 people and the sense of teamwork and ownership over delivering on their brand promise is as strong in the most recent hire as it is in the founders.
Regardless of department or role, employee, customer or brand partner, everyone is inspired by the Birchbox brand. It has deep meaning. It has a ton of value. I am honored to work with them and I can’t wait to see what happens next.
Brand building for the win!