The Future of E-tail: Online Retailers Experiment with Brick-and-Mortar

How online jewelry brands are adding bricks to their clicks—and what the industry can learn from themSince the dawn of e-commerce, there has never been more crossover between the physical and online retail channels. But unlike the early years, when traditional retailers added online shopping to their offerings, formerly pure-play online outlets now want shop windows of their own.Brands as diverse as Warby Parker, Birchbox, and even Amazon—e-tailing’s 800-pound gorilla—are experimenting with brick-and-mortar storefronts.“Customers today want to shop wherever they are, and they shouldn’t be constrained to home, work, in the mall,” says Oded Edelman, CEO of James Allen, an 8-year-old online brand that added more than a dozen outlets colocated in Sears department stores late last year.Edelman is far from the only online jewelry business executive adding bricks to clicks these d

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