RetailDive reported today that online beauty retailer Birchbox is partnering with The Gap to open a number of pop-up stores at Gap locations starting Friday and running until the end of July.
Gap must see a foot traffic opportunity, while Birchbox sees demographic and real estate benefits.
The pop-ups will be located at seven Gap flagship stores in New York, Los Angeles, San Francisco, Chicago and Houston. These pop-ups will function similarly to Birchbox's flagship store in New York, where customers can test out products, assemble beauty boxes, and sign up for the brand's subscription service.
Gap obviously sees Birchbox as an opportunity to help drive foot traffic to and interest in its stores, while Birchbox sees an opportunity via Gap's customer base and via the locations selected for this rollout.
This also isn't the first time these brands have paired up. They previously released a limited edition Birchbox + babyGap beauty pack for new moms.