Google To Open Its First Store: Here’s Where And What You Can Buy

Google is set to open its first brick-and-mortar store in the Chelsea neighborhood of New York as it looks to take on its rival Apple in the physical retail space.

Google, whose parent company is Alphabet (GOOG), plans to open the store this summer, offering customers the ability to browse and buy products made by the tech company, including its Pixel phones, Nest products, Fitbit devices, and Pixelbooks.

In-store, customers will be able to experience Google products firsthand in a “variety of immersive ways.” Google experts will also be on hand to troubleshoot device issues, fix cracked Pixel screens, or help with installations, the company said.

Customers will also have the ability to shop online at GoogleStore.com and pick up their orders in-store.

Previously, Google has relied on selling its products online or through other retailers. The brick-and-mortar store approach will give Google customers the ability to try before they buy while also offering tech support for these devices – a model that has been adopted by Apple.

Google said it chose the Chelsea neighborhood of New York as its first store location because it views it as a “natural extension of our longtime commitment to the city.” Google has been in New York for the last 20 years and said many of its 11,000 Google New York City employees call Chelsea home.

Google said that it will limit the number of customers inside the store due to the pandemic to ensure consumers feel safe during their shopping experience. Masks, hand sanitation, and social distancing will also be required.

Shares of Alphabet were trading at $2,351.14 as of 11:52 a.m. EDT on Thursday, up $42.43, or 1.84%.