He opened that lobby showroom to the public and called it a Guideshop. Customers could come touch the clothes, try them on, and then buy through the e-commerce operation Bonobos had already built; their purchases were then shipped to their homes. In the process, Dunn could avoid the burden of carrying a full inventory in the back of the shop. The store, in effect, would function as a real-world interface for the web operation--physical up front, digital in back.