Dive Brief:

• E-retail darling BaubleBar announced that it will open its own physical stores, starting with a location at the Long Island Roosevelt Field Mall in New York.

• The popular, affordable jewelry retailer began four years ago as a pure-play e-commerce company but has experimented with pop-ups and sales in department stores Nordstrom and Bloomingdale’s and at Anthropologie.

• The company did not release any other details of store locations or store numbers. 

Dive Insight:

While e-commerce was once seen supplanting physical retail stores, successful, data-driven retail startups like BaubleBar, Birchbox, and Warby Parker are demonstrating, along with traditional retailers of course, that physical stores have an important part to play. BaubleBar’s co-founders say that impulse buys are key to the company’s sales and that physical retail is an ideal venue for that.

The company is focused on keeping inventory available and on trend with speedy fulfillment regardless of retail channel, says co-founder Amy Jain.

“We’ve been dabbling in offline concepts since we launched the business,” Jain told Forbes. “Fashion jewelry is a category that’s very early in terms of e-commerce. Our product is small and impulsive. We want to be wherever our girl is, whenever she wants to buy the product.”