THINKING INSIDE THE BOX

Over the past few years, a new kind of retail concept has been steadily gaining popularity among consumers and brand owners alike. Subscription box services–recurring, physical delivery of niche-oriented products–have created a wealth of new opportunity for retailers and manufacturers to reach new segments of consumers.

The phenomenon started in 2010 with what is widely considered the first such service, Birchbox, which delivers 4-5 personalized beauty samples every month. In the seven years since, the world of box services has exploded, with some estimates now putting the total number at more than 2,000