Facebook just announced that it is opening physical pop-up stores at Macy's locations for 100 digital brands. According to Engadget:
"The Facebook Small Business Pop-ups opened Monday in New York City, Pittsburgh, Atlanta, Fort Lauderdale, San Antonio, Las Vegas, Los Angeles, San Francisco and Seattle, and they will be available until early February.
The brands featured at the pop-ups include Love Your Melon, an apparel brand that's helping the fight against pediatric cancer; Charleston Gourmet Burger Company, which sells a burger marinade; and Two Blind Brothers, a clothing company that donates all of its profits to research for a blindness cure.
The Macy's partnership could be a case of Facebook testing the water for broader retail efforts"
What do you think of this strategy?