Online retailer Bonobos announced it will open its second location in Chicago in April. The store will be located on the second floor of 900 North Michigan Shops in the iconic shopping area the Magnificent Mile.
Bonobos' first Chicago location is in Lincoln Park near other e-commerce retailers, such as Warby Parker and Tie Bar, who have recently branched out into physical locations, reported the Chicago Tribune.
With the company's first location thriving, Bonobos is ready to expand its physical footprint and is planning to open another Guideshop in Miami later this year. The Guideshop is a place for consumers to try on samples and then purchased items will be shipped from a warehouse to their homes, meaning the store carries no inventory.
Consumers can still purchase directly through the Bonobos e-commerce site or through partner Nordstrom. In 2012, Nordstrom invested $16 million in the e-commerce company. The department store chain also owns e-commerce company Trunk Club.
Other e-commerce brands that are branching into physical locations in order to capture new customers include Birchbox and Warby Parker, both entities which are trying to marry online with offline expansion. There are even rumors that e-commerce giant Amazon plans to open up to 400 physical locations.
-See this Chicago Tribune article
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