It may seem strange that the online retailer whose business model has contributed so heavily to the woes of the department store model embodied by giants like J.C. Penney and Sears would be looking into experimenting with that very model itself. But according to The Wall Street Journal, Amazon is planning just such an experiment. Starting in Ohio and California, Amazon will reportedly open its own brick-and-mortar department stores, smaller than those of its rivals, but stocked with the same sorts of merchandise. Analysts predict that Amazon’s private label brands will make up a great deal of the assortment.
Amazon declined to comment on its plans. “We do not comment on rumors and speculation,” a spokesperson for the company said in an email.