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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.

 
Added 3 years ago by Christina Badal
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