Online retailers like Warby Parker have figured out that they need stores after all, Bloomberg reports.
They’re increasingly expanding their physical footprint into the suburban areas of Middle America. By way of example, the news agency noted: “Last month, Warby Parker opened a store in a former GameStop next to a Chick-fil-A in Raleigh, North Carolina.”
The company anticipates that by the end of 2018, it will be operating 100 stores.
Factors driving the trend include “stiffening competition, surging online advertising costs and cheap mall space,” Bloomberg reports.
“What some brands are starting to figure out is, ‘Oh wait, perhaps these retailers who have been around for 100 years were onto something,'” said Jared Blank, senior vice president with advertising consulting firm Bluecore.
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