The shop is located next to their office on Fifth Avenue and it isn't even on street level. Instead, it's a way for the internet company to enter into the world of more traditional shopping.
Bauble Bar isn't the only on-line retailer going off line. Piperlime recently opened a store in SoHo, selling items that also available on the site.
Bonobos, an on-line men's clothing company, now has a retail outpost of sorts. It is also attached to the company's headquarters. Customers work with a Bonobos expert and try on clothes, but because there's no inventory, orders are still shipped.
Both Bonobos and Bauble Bar plan to open more traditional brick and mortar shops because going off line can benefit an on-line company.
The online stores:
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