Bonobos, a popular menswear e-tailer, opened a brick and mortar store on Manhattan's Fifth Avenue, but you can't actually leave with anything. This article explains how the store works.

Key findings

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Though you can't walk out with any merchandise, you can place an order and have it shipped to you for free, just like if you ordered from the Bonobos website. It's basically a showroom for clothing.

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The plus side to the guideshop is that Bonobos can keep all of its sizes, colors, fits, and fabrics in stock at all times for you to try on. There's only one of each item variation on the showroom floor, but because of that there's enough room to carry every single item that Bonobos sells at once.

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Bonobos decided to open its fleet of guideshops in response to digital customers who wanted to try items on before buying.

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