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• Forget pop-up stores. Walmart now seems to be investing in pop-out stores.

CNN has a story about how Walmart is creating a rolling showroom that serves as a mini-store from which it can demonstrate its online mattress and bedding brand, Allswell. “Beginning in New York,” the story says, “Allswell will head to major cities to introduce the brand to new customers and gain their feedback.”

The move by Walmart is seen as a sign that “a physical presence remains a key retail component for online brands,” and follows in the footsteps of similar brands, such as Casper and Tuft & Needle, that also are investing in bricks-and-mortar operations as a supplement to their e-commerce businesses.

The tiny home on wheels is “a four-room, 238-square-foot showroom. It has a living room, bathroom, bedroom, and kitchen area that customers can explore and shop.”

Allswell is a homegrown digital brand for Walmart, introduced a year ago and until now “only sold through its own website, Walmart's main site, and on Jet and Hayneedle.”
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