Amazon to Open First Clothing Store in Glendale, California

pcmag.com:

Amazon is set to launch its first brick-and-mortar clothing store in Los Angeles later this year.

The maiden Amazon Style shop, according to the Associated Press, will open at The Americana at Brand mall in Glendale, Calif., where shoppers can get personalized recommendations delivered to their phone while browsing physical shelves.

Featuring mostly non-Amazon fashion labels, the outlet's 30,000 square feet covers about the same space as a Kohl's department store, but promises more than double the number of styles, the AP said. Unlike traditional retailers, Amazon Style plans to highlight individual outfits on the showroom floor, while stowing stock in the back.

"You'll find everything from the $10 basic to the designer jeans to the $400 timeless piece," Simoina Vasen, managing director of Amazon Style, told CNBC. "We want to meet every budget and every price point."

She did not, however, address rollout plans or sales projections; there is no word on when the Glendale store will officially open. Neither Amazon nor Americana at Brand parent company Caruso responded to PCMag's request for comment.

While Amazon made its name selling goods online, the firm has been embracing physical retail locations—from supermarket chains to grab-and-go convenience shops. Department stores look to be next on the list. Rumors began flying in August, when people familiar with Amazon's plans revealed a proposal for "several" locations across the US.

It's unclear whether Amazon Style outlets will feature the high-tech dressing rooms teased last year. Aimed at "addressing some of the irritants" of in-person clothes shopping, one solution involves scanning a garment's QR code, so an associate can collect and place chosen items in a fitting