BaubleBar, which sells women's accessories, is one of a number of e-commerce brands that are experimenting with opening brick-and-mortar locations. The company, founded in 2011 by a pair of Harvard Business School graduates, will operate a pop-up shop in Manhattan throughout the summer. Online brands that decide to open physical storefronts are attempting "to solve a consumer hurdle we're facing online," said co-founder Amy Jain. "In our case, people need to touch and feel our merchandise."

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