google is opening a retail store in new york this summer

Google's Entry into Retail: A New Storefront

For some time, Google has been investigating the potential of physical retail spaces. A temporary installation in Manhattan's SoHo area, visited over four years ago, offered a glimpse into this exploration. However, the company’s direct, branded retail presence has remained relatively constrained, consistent with its primary identity as a software developer.

The First Google Store

This summer marks a shift, as Google joins other technology firms in establishing dedicated retail stores. The inaugural Google Store is set to open in New York City’s Chelsea district, within the building previously occupied by the Port Authority and currently housing Google’s New York offices.

Following Industry Trends

This decision mirrors strategies employed by Apple and Samsung, both of which maintain stores in the vicinity. Amazon also operates a bookstore, though its location is further north near the Empire State Building.

Focus on Hardware

The in-store experience will primarily showcase Google’s hardware products. Customers can expect to find items such as Pixel phones and a range of Nest smart home devices. Currently, Google’s product portfolio is less extensive than those of Apple and Samsung. The recent acquisition of Fitbit, however, is expected to broaden the selection available within the store’s well-lit environment.

Opening During Unique Circumstances

The timing of this launch is noteworthy, given the ongoing global situation. Google has maintained a retail presence in Chelsea for a period, but the COVID-19 pandemic likely delayed initial launch plans from the previous year. New York City has made significant progress in vaccinations, with 41% of adults fully vaccinated as of earlier this month.

Prioritizing Safety

Google is placing a strong emphasis on safety protocols. Details regarding these measures are outlined in a recent blog post.

A Broader Hardware Strategy

This store opening appears to be integral to a larger initiative to strengthen Google’s hardware offerings, particularly in the mobile sector where it has faced challenges. Google itself describes the store as “an important next step in our hardware journey.”

The company views this as a crucial development in its hardware evolution.