Source: The Next Web

Amazon – the U.S.-based online retailing giant – is trying out a new radical concept currently. Given the history of the e-commerce company, it is not very surprising that the company is attempting to begin something new but it is unusual for the online retailing giant to do something ‘offline.’

Amazon to open its offline bookstore in Washington D.C.

In an attempt to push offline retailing in the U.S., the largest e-commerce site has assented to open a brick-and-mortar bookstore in Washington D.C. In a discussion with the investors of the U.S.-based e-commerce company this week, Steven Roth, the chief executive of Vornado Realty Trust, said that the online retailing giant has leased over 10,000 square feet at 3040 M St. NW – a storefront that was occupied by Barneys New York before. Mr. Roth, however, did not specify when the store is set to open.

Jeffrey P. Bezos, the chief executive officer of Amazon, owns The Washington Post. The e-commerce site did not immediately respond to request for comment. This brick and mortar bookstore would not be the first offline store by the online retailer: The e-commerce company has opened multiple bookstores already in different parts of the country, including its hometown, Seattle, Portland, Oregon and San Diego.

The bookstores mostly feature the tie-ins of Amazon Inc. to its online business, like showing snippets of customer reviews of the books. In addition to this, the stores have space for showing off the gadgets of the online retailing company like the Fire TV streaming device and the Echo digital voice assistant.

Why is Amazon opening another bookstore in U.S.?

The recent bookstore opened by the tech company is just part of its efforts to branch into brick-and-mortar retailing. In addition to this, the e-commerce company is working on a grocery concept called Amazon Go, which would enable the shoppers to skip the checkout lane to pay for the products bought.

Currently, there is just one Amazon Go location and this store is set to open to the public later in 2017. Only, the employees of the e-commerce company can shop in the Amazon Go store at this time. In the meantime, the e-commerce giant has opened stations for picking up online orders as well, including the Amazon Campus facility in College Park, Maryland.

The Amazon store in Georgetown will be on the same block of the Barnes & Noble store, which closed down in 2011. The old Barnes & Noble store was replaced by a Nike store that will soon become the neighbor of Amazon’s bookstore.