Brick-and-mortar retail has another casualty, with Microsoft deciding to nix its physical stores.
After 11 years, the tech giant said Friday it will permanently close all 83 of its stores, except for four locations — in New York City, London, Sydney and its Redmond, Wash. campus — that will morph into “experience centers” without merchandise for sale.
In terms of direct sales, Microsoft will focus on e-commerce exclusively. It notes that its digital storefronts on microsoft.com, and stores in Xbox and Windows reach “up to 1.2 billion monthly customers in 190 markets,” according to the announcement. For years, tech company-branded stores have been regarded as something like vanity projects or perhaps consumer research labs, where companies can see how the public interacts with their products. The outlier, of course, is Apple and its high-value stores, which were raking in about $5,500 of revenue per square foot annually before the pandemic.
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