Online jewelry startup BaubleBar to open retail stores

In the four years since its inception, e-commerce startup BaubleBar has become synonymous with trendy and inexpensive fashion jewelry, posting 200% growth in 2014 over the previous year and 1,500 orders per day. on average.

Now the web favorite is set to open retail stores to supplement its online business, starting with a 1,200 square foot outpost in Long Island’s Roosevelt Field Mall, one of the largest major shopping centers in the country (it is operated by a major player in the industry

Simon Real Estate Group
).

Amy Jain and Daniella Yacobovsky, co-founders of the BaubleBar MBA at Harvard, both 32, saw the New York suburban mall as an obvious first location in a store rollout that will be very deliberate, on the database accumulated since the launch of the company in 2011.

“We have a very strong following in the tri-state area,” Jain said, adding that the BaubleBar team are now familiar with the kind of stylish millennial women they aim to attract into the mall store.

“She’s been shopping with us for four years,” she said. “We have it.”

BaubleBar does not disclose its revenue, but industry sources suggest the company’s sales are around $ 75 million, up from $ 11 million in 2012, its first full year in business.

Jain and Yacobovsky have raised $ 15.6 million to date in three rounds of venture capital investment, including a $ 10 million Series B led by Chris Burch’s Burch Creative Capital in 2014. Other backers venture capitalists include Accel Partners and Greycroft Partners.

While BaubleBar’s Long Island outpost will mark its first solo foray into brick-and-mortar retail, the company has been testing offline sales almost since its inception with pop-ups and partnerships with favorite fashion chains of its target customers.

The startup’s colorful, low-cost products (between $ 18 and $ 68, for the most part) can be found at

Nordstrom
, Bloomingdale’s and Anthropologie. BaubleBar will maintain its presence in these stores while developing its own network of mall and street stores.

“We have tried concepts offline since the launch of the company,” Jain said. “Fashion jewelry is a very early category in terms of e-commerce. Our product is small and impulsive. We want to be where our daughter is, every time she wants to buy the product.”

Jain and the team of 200 people at BaubleBar’s Manhattan headquarters have taken the time to ensure they have the ability to update their in-store inventory at the rapid pace that shoppers have come to expect.

“We have 75-100 new styles a week and a transaction designed to do it online,” she said. “It’s more difficult in a retail format.”

With a 52,600 square foot distribution facility not far from Long Island in Brooklyn’s growing Industry City neighborhood, BaubleBar is ready. Investor Chris Burch, for his part, believes the company has a winning formula in its hands.

“Walking into BaubleBar’s 2013 Soho pop-up store made me fall in love with retail again,” he said. “Their use of technology and the customer’s reaction when they were able to touch and smell the product before purchasing it showed me the potential of the brand. Their success at Anthropologie and Nordstrom also shows how much this will translate into their own brick and mortar stores. “