It may sound a little provocative to some traditional retailers.
But Fab.com, the designer fashion and furniture web site, plans to open stores in Europe that will actively encourage shoppers to 'showroom' - discover products in store and order them online.
The company's European chief Maria Molland told the Financial Times that shops in London and Berlin will let shoppers discover and feel the products first hand, then order them on their phones to be delivered.
It comes as complaints from traditional retailers over shoppers seeking out products in their shops then hitting other web sites to find a better price - often while still in the shop - reaches fever pitch.
Fab.com already has a store in Hamburg which it inherited when it purchased furniture maker MassivKonzept this year. The new stores are expected to be bigger, said the FT, and could include New York. Molland said she did not yet know how many she would open.
Fab.com originally started as a social networking site for gay men and became a retail site in 2011. It is expected to break even in Europe next year and will achieve sales of $100 million this year.
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