Birchbox picks team to lead brick-and-mortar expansion, adds COO

     Philippe Pinatel

Birchbox is getting ready to jump start its brick-and-mortar expansion by creating a team to lead the effort, comprised of a new COO and three other executives.

Philippe Pinatel is Birchbox's new COO and president. He will be responsible for merchandising, product development, retail, operations and international, focusing on strategic growth and reinforcing Birchbox as a major beauty retailer.

Pinatel has more than 20 years of experience in the industry, including roles such as senior VP and general manager of Sephora Canada and VP and general manager of Sephora inside JCPenney. He led omnichannel efforts that increased both sales and market share.

In addition, Pinatel worked for Guerlain International for 11 years, including three years as managing director for Guerlain France. He also served in various capacities for the company's Korea, Northern Europe and China businesses.

"Philippe is a proven operator with exceptional experience driving revenue for some of the biggest beauty brands in the business," said Katia Beauchamp, co-founder and CEO of Birchbox. "His leadership, deep industry expertise and multi-faceted skill set will be instrumental in further scaling Birchbox throughout 2016 and beyond. I'm thrilled to have Philippe on board to help us realize the next chapter of our multi-billion dollar vision."

Birchbox announced three other executives who will help Pinatel lead Birchbox's brick-and-mortar expansion.

Douglas Simpson, who joined the company earlier this year, is VP of retail. Simpson's background includes time at Gucci, Banana Republic, and Bed Bath & Beyond. Most recently, he worked at Juicy Couture for seven years where he opened more than 60 specialty retail stores.

Ben Fay was named VP of retail development and customer experience and is tasked with store concept, design, real estate and construction of Birchbox's off-line retail stores. He was previously senior director of retail real estate, design and development at Apple for eight years before holding a similar position at JCPenney for one year. 

Andrew Lande-Shannon was appointed design director of off-line retail, responsible for store design, visual merchandising design and other off-line event initiatives. Lande-Shannon has held creative director roles at Joe Fresh, Prada, J.Jill, Theory, and Abercrombie & Fitch. He has served as a consultant for Birchbox since late 2014 and helped evolve the initial look and feel of the off-line brand. Press Release