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Blue Nile to Open First West-Coast ‘Webroom’

Mar 30, 2016 3:03 AM   By Rapaport News
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RAPAPORT... Blue Nile will open a ‘webroom’ in Portland, Oregon, this summer, marking the online retailer’s fourth foray into the bricks-and-mortar business and its first physical presence on the U.S. West coast.

Blue Nile is pioneering the online-offline hybrid retail model with one store already in operation in New York and two more set to open on the East coast by early summer.

The concept allows shoppers to try on jewelry and browse Blue Nile’s selection on an in-store iPad with the help of non-commissioned consultants. Overheads are low and customers can still benefit from online prices.

The fourth store will be located at the Washington Square Mall, about three hours’ driving time south of Blue Nile’s Seattle headquarters.

“Expanding the webroom concept to the West coast is a huge move for us and one we think will benefit customers in the Seattle and Portland markets who might want to see an engagement ring in person before buying online," said Julie Yoakum, Blue Nile’s chief merchandising officer, in a statement March 28.

"Washington Square is a bustling mall and we are going to bring a whole new way of shopping to the people who are there to buy jewelry.”

Blue Nile launched its first webroom in Garden City, New York, in June 2015 and plans to open a further two on the East coast by early summer: one in Fairfax County, Virginia, and another in White Plains, New York.
Tags: Blue Nile, online retail, Oregon, Portland, Rapaport News, retail, u.s., webrooms
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