Microsoft appears to be reversing course, getting back into retail with its flagship New York City, London and Sydney locations.
Microsoft famously announced in June 2020 it was closing its retail locations throughout the US. Unlike Apple, whose stores are some of the most profitable retail space in the country, Microsoft was never able to achieve the same degree of success.
When the company announced it was closing its stores, it said it would keep a few locations — New York City, London and Sydney — open as “Microsoft Experience Centers.” The stores would showcase Microsoft’s products, but would not actually sell anything to customers.
The company is now reversing course, and will begin selling products at its Experience Centers. The company confirmed the change of plans in a statement to The Verge.
“Our Microsoft Experience Centers were created to provide customers a way to experience our products in person,” said Travis Walter, Microsoft’s head of retail stores. “We use these spaces to test and experiment, and continue to evolve the experience based on customer feedback. Starting July 1st, customers will be able to purchase select Microsoft products at the New York, London and Sydney locations.”