San Diego getting its first Google Store

Google Store is coming to San Diego.

The tech giant will open its first brick-and-mortar store in San Diego at Fashion Valley this summer. Shoppers will get to try out, in person, Google’s devices and products, including Pixel phones, watches and tablets, Nest cameras and Fitbit fitness trackers.

Leila Ginsburg, Fashion Valley’s director of marketing, described it as a “next-generation shopping experience” and said the mall is “exceptionally proud” to welcome the store.

“As San Diego’s premier destination for retail, dining, and innovation, we are continuously evolving the experiences we offer to both residents and visitors alike,” Ginsburg said in the news release. “Google’s arrival at Fashion Valley introduces a dynamic high-tech hub that complements our luxury and lifestyle offerings and reinforces our position as the place where the world’s most influential brands connect with consumers.”

Michael Camacho, a senior program manager at Google, said San Diego offers a fitting home for a Google Store.

“San Diego is rich with creativity, tech enthusiasts, and people who embrace innovation, just like Google,” Camacho said.

With this leap into brick-and-mortar stores, Google joins many other companies, in both the technology and retail spaces.

Forbes reported that fashion e-commerce brands Dolce Vita, Skims and Revolve have opened physical stores, a move backed up by data and predictions that demand for offline shopping is strong and growing. Forbes cited a report that says 72% of total U.S. retail sales will occur in brick-and-mortar stores into 2028, according to Forrester research. Already 64% of Gen Z consumers, or shoppers born between 1997 and 2012, prefer in-store shopping, a survey by L.E.K Consulting found.

“The in-person shopping experience is key for our customers, and opening our first dedicated retail store in San Diego at Fashion Valley provides an invaluable opportunity for us to deepen our relationship with our users,” Camacho said. “This new location gives the community a place to truly experience the magic of our products and see how Gemini works best on Pixel.”

Other tech companies to venture offline include Meta, which earlier this month opened a flagship store in West Hollywood, and Netflix, which opened its first “Netflix House” entertainment retail center in Philadelphia this week.

Amazon has also opened brick-and-mortar stores, and it acquired the Whole Foods grocery chain. But its CEO, Andrew R. Jassy, told investors recently that physical shopping presents both “a significant opportunity” and a fleeting one.

“There are multiple places where we can expect to continue to grow,” he said. “One is in our stores’ business.” Around “80% to 85% of (retail) lives in physical stores. And that equation is going to flip over time. And I think AI is going to only accelerate that.”

The first retail Google Store opened in 2021, in New York City. San Diego will be its 10th location.

As it invests in physical retail, Google is also expanding its artificial intelligence shopping tools. The company rolled out new tools this week that make it easier to shop on Gemini, its AI app, call stores on behalf of a shopper and purchase items online when prices drop.

“Let AI do the hard parts of your holiday shopping,” the company’s announcement said.