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Google have taken the fight to Apple’s door, opening its first retail store in an attempt to rival the firms share within the laptop market with the release of its long awaited operating system Chrome OS in the run up to Christmas in London.
Dubbed the “Chromezone”, the store is located on Tottenham Court Road and opened its doors last weekend without too much fanfare.
Arvind Desikan, who heads up Google’s consumer marketing department, said of the move that
"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"
At the heart of the move is research conducted by Google that showed that as many as 80% of all laptop purchases were made in-store, making it an all too vital battleground for the new range of Chrome OS laptops expected to launch over the next few months.
At the moment there are no plans to make the store permanent, although Google have said that should the store prove to be a success, that it would consider both keeping the London store as well as opening numerous other retail locations worldwide.