Daniella Yacobovsky

Birchbox recently opened up its first retail store in New York City. The beauty e-commerce startup is known for its subscription service, where customers pay $10 per month to receive a box of product samples. The company has attracted more than 800,000 users since launching in 2010, but only around 30 percent of those subscriptions translate into full-product online sales from Birchbox.com. Its new store is an attempt to figure out why