As more online shoppers complain of clothes that don’t fit, Hong Kong's Grana tests hybrid try-before-you-buy approach at first store

E-commerce fashion store Grana launched a flagship brick-and-mortar store in Hong Kong over the weekend as part of its strategy to drive sales online by letting customers try on clothing before committing to making a purchase via the web using in-store computers.

This tackles a growing problem amid China's recent e-commerce boom: many shoppers complain that the product they receive looks different out of the box from the image they saw online; others find the shoes, clothing or accessory they have just shelled out on doesn't actually fit them.

Grana’s first store is located in trendy Sheung Wan district. It has a full product range in various sizes and colours, and a couple of dressing rooms so that customers can try before they buy.

No "takeaway" purchases can be made in-store, but orders can be placed using the computers there and delivered the next day, the company said.

People are further enticed to show up to enjoy the personal touch of real staff guiding them through the products. They can then place an order and have it delivered the following day from Grana’s Hong Kong warehouse.

“We bring together the best of two shopping worlds for a unique hybrid experience,” says founder Luke Grana from Australia.