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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

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."

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...

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