Google is following Apple’s lead into physical retail space with the launch of a branded store in London.
But there’s one caveat — the search giant has opened shop inside U.K. electronics retailer Currys PC World as opposed to building its own standalone store, according to a press release.
This isn’t the first time Google has flirted with the idea of a physical, retail store in the U.K — the company sold its Chromebook laptops at Currys in 2011. But the new location is Google’s first “shop in shop,” as it’s touted in a press release, letting customers buy a much wider range of products, like Google’s Android phones, laptops and Chromecast television streaming devices.
“With the Google shop, we want to offer people a place where they can play, experiment and learn about all of what Google has to offer; from an incredible range of devices to a totally-connected, seamless online life,” said James Elias, the marketing manager for Google U.K., in a statement.
Google plans to open two more similar shops later this year.
Google missed analysts’ expectations when it reported its latest quarterly results in January. It posted earnings of $6.88 per share on revenue of $18.1 billion, but Wall Street expected $7.11 per share on $18.46 in revenue.