Birchbox France changes its name to Blissim

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After regaining its independence last January, Birchbox France unveiled its new name: Blissim.A contraction of the English word “bliss” and French sublime, the new names evoke the joy of the unboxing experience and seek to include all women in a light, sweet and smiling vision of beauty. It also retains the initial B of the American name.

The distributor is now ready to launch its international development, which will begin in Europe. ” Our goal is to continue to build our unique ecosystem with a strategy that goes far beyond the box»Quentin Reygrobellet, Managing Director of Birchbox France, told Premium Beauty News in January.

Profitable since 2015, the pure player has benefited from the boom in e-commerce during confinement. ” Our traffic has more than doubled, as has the conversion rate. Our average basket has increased by 40%Quentin Reygrobellet said in May. This momentum was driven by the arrival of 40% of new digital consumers who used to shop offline. At the same time, the brand benefited from the additional interest of new brands that had not previously been listed on the box and the online store.

Nowadays, Blissim claims 230,000 subscribers and 2 million visits per month on its website.

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