Google branches out into real estate with Currys concession

Google has opened the doors to its first ever bricks and mortar retail store after electing to open a concession within a branch of Currys PC World on London’s Tottenham Court Road.

Known simply as The Google Shop, it will sell the full range of products offered by the search giant; including Android enabled phones, Chromebook laptops and its Chromecast TV service. Staff members will also be on hand to walk punters through the intricacies of operating their devices and apps… ala Apple.

The low key launch is the first time Google has extended its internet conquering brand onto the High Street and is part of a wider acknowledgement amongst tech titans that a physical presence is vital to build sales.

James Elias, the UK marketing director for Google, said: “We’re incredibly excited to launch this space - the first of its kind anywhere in the world - in London with Currys PC World.

“The pace of innovation of the devices we all use is incredible, yet the way we buy them has remained the same for years. With the Google shop, we want to offer people a place where they can play, experiment and learn about all of what Google has to offer; from an incredible range of devices to a totally-connected, seamless online life.

“We think it’s a genuinely unique try-before-you-buy experience.”

Whilst Apple already has a significant retail presence Amazon is also considering a similar move, eyeing up locations in New York. Google itself has forayed into the sector but not with its brand in tow, having previously opted to open ‘Chromezone’ shops in the UK within outlets of Dixons and ‘Androidland’ outlets in Australia.

Google is planning to partner with Currys on the launch of two further stores in Fulham, west London, and Thurrock, Essex.

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