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What e-commerce company is opening a physical clothing store?

Answer: Amazon.

Shopping, At, Clothing, Store
Are you even surprised?

Having quite successfully conquered the online marketplace for just about everything, Amazon is looking to do the same in the brick-and-mortar realm. Having found success with its grocery stores, the company is now moving on to another thing that people need a lot of: clothing.

Amazon’s newest physical store, revealed Thursday, will offer “a personalized, convenient shopping experience where Amazon’s technology and operations make it easy for customers to find styles they love at great prices.” Customers will be able to choose from hundreds of brands, and they won’t have to search the store for the right size and color when they find something they like.

Instead, all they’ll have to do is launch the Amazon Shopping App and scan the item’s QR code, at which point they’ll be able to browse all options for said item and then request that their selection be sent to a fitting room or the pickup counter. Once they get to the fitting room with their items, customers just use their smartphone to unlock it and a touchscreen inside if they want to have additional items brought to the changing room.

It’s unclear right now whether the store, to be located in The Americana at Brand in Los Angeles, will feature Amazon’s cashierless checkout technology like its grocery stores, but customers will be able to checkout and pay with the Amazon One palm reading technology.