Blue Nile is opening its third brick-and-mortar store by mid-summer, expanding on an effort the online jeweler began last summer to open a number of physical stores.
Blue Nile plans to open its third brick-and-mortar store by mid-summer, expanding on an effort it began last summer to open a handful of physical stores.
The Seattle-based online jeweler said this week its third store will be at Tysons Corner Center mall in Fairfax County, Va.
The company opened its first brick-and-mortar store in June 2015 at Roosevelt Field mall in Garden City, New York. Its second, at Westchester Mall in White Plains, New York, is expected to open by early summer.
The company plans to open up to two more this year at so-far undisclosed locations.
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At around 500 square feet, the brick-and-mortar stores — which the company calls “webrooms” — are much smaller than traditional jewelry stores. While customers can see the company’s products in the stores, all purchases will be done online through tablets in the stores. The store’s salespeople are non-commissioned.
Blue Nile first tested display cases of its jewelry at a few Nordstrom stores a couple of years ago. They saw that at the Nordstrom store at Roosevelt Field, most of their visitors came specifically to see Blue Nile jewelry, said Blue Nile spokesman Josh Holland.
“Because of our small, low-overhead footprint at Nordstrom, we saw significant sales per square foot that would be a high water mark in any industry,” which prompted the company to try out a free-standing location, Holland said.
Since it opened last year, Blue Nile’s free-standing store at Roosevelt Field has exceeded the company’s sales and foot traffic expectations and helped boost its online business in that market, Holland added.