A growing number of brands born on the Internet are now opening brick-and-mortar stores and moving into the suburban malls once considered doomed as more Americans shopped online.
But they’re taking it even further by doubling-down on the tactile experience. Online mattress retailer Casper, for instance, is opening stores that allow customers to book naps and test out mattresses before buying. Indochino – the online tailor – decided to borrow from the old Savile Row model where customers can be measured face-to-face for custom suits.