Blue Nile Online To Expand Brick-and-Mortar ‘Webrooms'

Retail and Consumer Confidence
17/09/2015 22:40

Blue Nile, the largest online retailer of diamonds, intends to continue rolling out its brick-and-mortar 'webrooms', albeit in limited fashion. The company will open three to four more brick-and-mortar locations in 2016, CEO Harvey Kanter told the B. Riley & Co. and Great American Group Consumer Conference on Sept.16. So far, the company has limited the stores to (US) states in which it charges sales tax (New York and Washington), but Kanter hinted the store may eventually venture beyond that.

For an inside look, JCK's Rob Bates documents his visit to a store with a solely online product, the brick-and-mortar iteration of which is meant to give shoppers a way to “see, touch, and feel” the product before buying online.