Google to Open Pop-Up Shop in New York

Google is opening a pop-up shop in New York City beginning on Oct. 20 called “Made by Google.” This is the same tagline the tech titan uses to market its own-brand hardware, which now includes the new Pixel, Pixel XL, Daydream View, Google Home and Google Wifi. This is a first step in Google’s stated new focus on being a hardware business, which includes the retail experience, according to TechCrunch.

Total Retail's Take: Google is hoping to follow in the footsteps of another tech giant, Apple, in manufacturing its own hardware and then selling said product in its own branded stores. The pop-up model allows Google to gauge consumer interest in a retail experience with the brand without committing to expensive leases and/or store construction. Google has tested selling its products in physical locations in the past, but has opted for store-within-a-store pilots. Opening the pop-up store during the holidays in New York will certainly gain exposure for Google; whether it's the start of a new business unit for the search giant or a one-time test remains to be seen.