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Amazon bookstores? Yes, e-tailers are hitting the mall now

Traditional retailers buying or partnering with online merchants and opening boutiques in their stores

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Bonobos CEO Andy Dunn said "thousands and thousands of customers have discovered us through Nordstrom . . . We view it as a way to reach a much more diverse audience much more quickly."
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Birchbox CEO Katia Beauchamp said Gap was "interested in seeing the interplay between beauty and fashion", while her company obtained access to a wider range of customers.

New York

AMAZON'S plans to open as many as 400 brick-and-mortar bookstores, revealed on Tuesday by a mall executive, may seem an unlikely turn of events. But should Amazon proceed, it will have plenty of company.

In recent years, a rash of e-tailers from Warby Parker to Bonobos