Blue Nile grows physical footprint

Add another to the list: Online retailer Blue Nile has opened its second physical location, a "Webroom" at the Westchester Mall in White Plains, New York.

Blue Nile opened its first location in June 2015 at the Roosevelt Field Mall in Garden City, New York.

The format provides shoppers with the opportunity to view more than 400 pieces of jewelry in person. Customers can try on engagement rings and ask questions. Orders can be completed in store or later at home. Prices are the same online and in stores.  

"We're learning there are a lot of new customers who are finding us for the first time through the Webroom and that some of our existing customers who love our quality and value still want to see, touch and feel the ring," said Blue Nile chief merchandising officer Julie Yoakum.

Based on the performance of the first location, Blue Nile said in February it would open four additional stores this year.

Two more Webrooms will open later this summer: one at Tysons Corner Center mall in Fairfax County, Virginia, and one at the Washington Square mall in Portland, Oregon.

The model follows the blueprint created by online pioneers Warby Parker and Bonobos, which open small stores that let shoppers touch or try on merchandise, then complete the purchase as an online order.

For more:
- see this Blue Nile announcement

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