Google to Open Its First Permanent Retail Store This Summer in New York City
May 20 2021 - 11:13AM
Dow Jones News
By Matt Grossman
Google will open its first-ever permanent retail store in New
York City in coming weeks, a bet that a physical retail presence
can help showcase and sell its products as the pandemic eases.
The store, to be located in Manhattan's Chelsea neighborhood,
will open this summer and sell items such as Google's Pixel phones,
Nest smart thermostats and Fitbit wearable devices, the company
said Thursday in a blog post. The store will also host workshops on
using Google products and provide repair and troubleshooting
services.
The store will be part of Google's existing campus in the
neighborhood. In 2018, Google bought the 1.2-million-square-foot
Chelsea Market building for more than $2 billion, across the street
from its even larger office building at 111 Eighth Ave.
"Google has been in New York for the last 20 years, and we view
the store as a natural extension of our longtime commitment to the
city," Jason Rosenthal, the company's vice president of direct
channels and membership, said in the blog post.
Alphabet Inc.'s Google has temporarily run pop-up stores in New
York and Chicago in the past, but the Chelsea site would be its
first permanent location for shoppers. New York City is Google's
second-biggest employee base after its global headquarters in
Mountain View, Calif.
Other giant tech companies have pursued bricks-and-mortar
operations with varying results. Apple Inc. brought its retail
concept to New York City in 2002 with a store in the SoHo
neighborhood, not far from Chelsea in downtown Manhattan. In the
years since, Apple's retail empire has grown to hundreds of stores
world-wide.
Microsoft Corp., on the other hand, said last year that it would
exit its bricks-and-mortar operations more than a decade after
opening its first retail location. An executive said at the time
that the company's portfolio was shifting more toward online
products.
Apple's and Microsoft's stores were both hit by waves of
closures amid the Covid-19 pandemic last year. Google said it will
require masks, hand hygiene and social distancing at its Manhattan
store.
The announcement coincides with easing pandemic-related
restrictions in New York, as a vaccination campaign has helped tame
the pandemic in the U.S. This week, New York eased mask
requirements for vaccinated people, a move that accorded with
updated federal guidance.
Write to Matt Grossman at matt.grossman@wsj.com
(END) Dow Jones Newswires
May 20, 2021 10:58 ET (14:58 GMT)
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