Amazon is continuing its push into fashion by opening physical retail locations.
The company on Tuesday opened an Amazon Style store in Columbus, Ohio. It is the e-commerce giant’s second Style store in the U.S. and the first in the Midwest, according to information sent to Retail Dive.
Amazon Style launched in Los Angeles earlier this year.
The store concept utilizes technology to streamline and enhance the shopping experience. Customers can scan a product’s QR code using the company’s shopping app to add it to a fitting room, or send products directly to the store’s pickup counter to purchase.
Once inside a fitting room, customers find their requested apparel waiting for them, along with additional products selected by staff. Shoppers can rate items to get new products in real time and request additional styles and sizes that are promptly delivered.
Amazon Style carries apparel, accessories, bath and body, skincare, haircare and cosmetics. Brands include Calvin Klein, Lacoste, Levi’s, BB Dakota and Dolce Vita, along with a number of Amazon’s own private labels.
As Amazon has pushed further into its fashion concept, it has pulled back on other physical retail stores. The company confirmed this year that it is closing all of its 4-star, Books and Pop Up shops. Instead, it is pivoting to focus on its Fresh, Whole Foods Market, Amazon Go, Amazon Style stores and Just Walk Out technology.
“We remain committed to building great, long-term physical retail experiences and technologies,” a spokesperson for the company said at the time.