Nike stated that it will create two new concept stores, one in Tokyo and the other in Long Beach. Nike originally launched its first concept store in 2018 in Los Angeles. Both of the new locations will open on November 1st. The new stores are able to combine the benefits of the human connection offered by brick and mortar locations, with the technology of digital storefronts.
Nike's concept stores offer consumers hyperlocalized curated products to choose from. The company stocks these locations with products based on local information from NikePlus. This means that all of the inventory in the store is based on popular items in the area. The company opening two new locations indicates that its data-powered retail locations are seeing success.
Image Credit: Nike