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Update On :14 June 2016 unveils its first Physical store

The latest e-commerce company an online health and beauty products retailer is to expand from its web roots and into the so-called bricks-and-mortar world, with its first physical store set to open in late June.The 900-square-foot outlet, at the Shops of Don Mills mall in Toronto, is an effort to broaden the business beyond just online buyers.

“We’re going back to our entrepreneurial roots and creating what we believe is going to be a unique retail experience,” says chief executive Rebecca McKillican. “It’s a great opportunity to attract different customers to our brand.”, started in 2008, has grown into Canada’s largest online retailer of health and beauty products, with a focus on green and natural goods. The privately held company, based in Guelph, Ont., says it has 150 employees and hundreds of thousands of active customers, with revenue growing 40 per cent year over year.

The Toronto shop is scheduled to be open for four months, with the possibility of extension and additional outlets around Canada following.

About 1,000 products will be offered in-store – a sort of greatest-hits collection of the 40,000 items available online. Like other e-tailers that have opened physical stores, such as Montreal-based menswear retailer Frank + Oak and online behemoth Amazon, is planning to use its reserves of sales and product review data to predict what customers are going to want.

“We’re going to put what we feel is the right assortment of products in, but we’re also going to learn from our customers,” Ms. McKillican says. “We have the product portfolio to draw on and we have the data so we can tailor it to what people are looking for across the country.”

The store will also offer employee-led workshops designed to educate customers about the products on sale, with the idea being to create an experiential relationship versus just a simple transaction.

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