Amazon Goes Multi-Channel as Quidsi Opens Stores
There are a number of thoughts that come to mind when Amazon.com is mentioned. ‘Brick and mortar stores’ is not normally one of them. That said, Amazon’s Quidsi business (Diapers.com, Soap.com, BeautyBar.com and Wag.com) is looking at opening a 1,600 square-foot BeautyBar store in Manhasset, N.Y., according to a WWD.com report.
The store is expected to feature 75 brands including Bliss, Dermalogica, Diego Della Palma, Malin + Goetz and Philosophy. The store will have two treatment rooms with on-staff aestheticians and makeup artists.
Katina Mountanos, site director for merchandising and marketing at BeautyBar, told WWD.com, “This is our first foray into building a store strategy for BeautyBar. We’re not opposed to opening more stores in the future.”
The BeautyBar store would not be the first for a company. Quidsi COO Vinit Bharara discussed a Diapers.com registry store opened in Upper Montclair, NJ when he spoke to RetailWire in April 2010.
“It was sort of a novel concept, no one had opened up, at least as we have seen, a specialty registry store, that is a store whose sole focus was on registry,” Mr. Bharara told RetailWire. “We thought that could be an interesting thing to test. So most of this really was a function of testing, just trying to understand customers’ needs and wants and also testing the concept of a specialty registry store and see if we could potentially roll that out in other markets, if this was or is successful.”
- BeautyBar Division of Amazon’s Quidsi to Open Shop – WWD.com (sub. required)
- BeautyBar sets up shop – LadyLux
- Interview & Podcast: Diapers.com Finds ‘Better Way’ for Parents – RetailWire
Discussion Questions: Do you see more pure play e-tailers opening physical stores? Are there particular e-tailers that you think would benefit from opening stores?