What’s Old is New Again: The Rebirth of Brick-and-Mortar

This explains why pure digital plays like Warby Parker are starting to open physical stores. Even L.L. Bean, which has relied primarily on its catalog for over 100 years, is tripling its brick-and-mortar presence. And therein lies the omnichannel irony: the struggle that brick-and-mortar retailers faced in the 90s and 2000s to adopt digital strategies is experiencing a reversal, with purely online companies expanding to the physical world.