It seems that Google has finally followed along in the steps of Apple and Microsoft – opening up its first ever dedicated retail store in London.

The store (dubbed Chromezone) was opened on the morning of September 30th with little fanfare, and actually is a store-within-a-store – being located inside Tottenham Court Road’s PC World.

With only 285 square feet, the store currently only sells Chromebooks and accessories, and its been said that the store is simply Google’s experiment to get a feel for the brick-and-mortar business.

In fact, Google’s head of UK consumer marketing Arvind Desikan made this statement:

“It is our first foray into physical retail. This is a new channel for us and it’s still very, very early days. It’s something Google is going to play with and see where it leads.”

Google expects to use these retail stores to sell more of their Chromebook laptops, basing on research which shows that 80% of all laptop sales are sold through stores.

“We found anecdotally that when people tried the device and played with it, that made a huge difference to their understanding of what the Chromebook is all about. People will be able to go in and have a play with the devices. We want to see whether people understand what this device is all about and monitor their reaction when they try it out.”

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