This history August, when Amazon CEO Andy Jassy unexpectedly visited one of his company’s Model clothing stores in Glendale, California, he held a pair of shopping bags and posed for pictures with employees. He did n’t seem impressed, it seems. Amazon announced the closure of the business and its other Model place in Ohio three months later.
Soon after Amazon’s second wave of brick-and-mortar closing last March, which resulted in the closure of its bookstores and other stores, the stores—which were intended to be a contemporary take on the traditional department store—opened. However, the job struggled from the beginning to successfully combine technology and design in a way that appealed to consumers, according to those who worked on the technology as well as in the stores. Less than 18 months after the first place opened, both Style stores closed, actually putting an end to the experiment on Thursday.