Google will open a physical store in New York

The store is Google’s latest attempt to give its fledgling hardware division a chance and an extension of the pop-up stores the company opened in recent years.

Since Google began selling Google-branded smartphones in 2016, it has expanded the types of devices it sells. It also acquired Fitbit and integrated Nest, a maker of devices like thermostats. Nest had been a separate subsidiary of Google’s parent company Alphabet.

Although Google has invested heavily in the hardware division, it remains an afterthought for the company’s main advertising arm and its fast-growing cloud computing unit. Google declined to comment on whether it had plans to open more stores.

The trajectory of technology companies that have opened retail stores is mixed. Apple stores stand out as a great success, elevating the brand and offering a showcase of new products. Microsoft, on the other hand, said it closed all of its stores last year, more than a decade after it began opening retail stores to increase its own push toward hardware.

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