May 20, 2021 - Technology

Google to open first retail store in New York

Orion Rummler

The Google logo in Seattle. Photo: Toby Scott/SOPA Images/LightRocket via Getty Images

Google announced Thursday it plans to open its first physical retail store in New York City's Chelsea neighborhood.

Why it matters, via Axios' Ina Fried: Google's move into brick-and-mortar sales comes after the company broadened its hardware with Fitbit, Nest and Pixel. But most major tech companies outside Apple have struggled with physical stores, including Samsung and Sony.

Microsoft permanently closed most of its physical retail stores last summer during the coronavirus pandemic.

Our thought bubble: It’s one thing to have enough products to fill store shelves. It’s another to have enough fans to generate necessary foot traffic.

What they're saying: Google said its Chelsea store will be part of its urban campus, with employees available for troubleshooting, fixing cracked Pixel screens and installing products.

Face masks and social distancing will be required in-store for the foreseeable future.

Add Axios on Google

Google to open first retail store in New York

What to read next