Blue Nile to open third brick-and-mortar store


Blue Nile is expanding its brick-and-mortar presence, with plans to open a store in Tysons Corner Center mall in Fairfax County, Virginia.

This is the online jeweler's third location and its first outside of New York City.

Blue Nile opened its first "Webroom," as the company calls the physical outlets, in June at Roosevelt Field Mall in Garden City, New York, and recently announced a second location at the Westchester Mall in White Plains, New York, to open by early summer. Four stores are planned this year.

Blue Nile's Webrooms showcase products in a small footprint while maintaining online pricing. There's no investment in store systems, and all transactions are conducted online at the retailer's website via in-store tablets.

"With its tech-savvy, early adopter residents, the Washington, D.C. area is a strong market for Blue Nile and an ideal location for our third Webroom," said Blue Nile Chief Merchandising Officer Julie Yoakum. "The Webroom is on the other end of the spectrum from traditional jewelry stores, in terms of both physical look and shopping experience. We're going to shock some people—in a good way."

Blue Nile is in good company—online retailers such as Birchbox, Bonobos and Rent the Runway, are opening locations at a good clip.

For more:
-See this Blue Nile press release

Related stories:
Birchbox picks team to lead brick-and-mortar expansion, adds COO
Birchbox continues physical store pilot
Gilt pushing China expansion
Birchbox uses brick-and-mortar to learn about online shoppers
Bonobos raises $55 million to open new stores
 

Suggested Articles

Costco changes up its menu items, and Alibaba and Guess partner for a physical store.

Janey Whiteside, Walmart's new chief customer officer, is well acquainted with the importance of customer service in modern retail.

Whole Foods will offer deals on Amazon's Prime Day, and tariffs against China are causing pricing hikes.