Online fashion retailer WeLikeFashion opens a physical store in Amsterdam. The users have specifically asked the brand for this (mb, Dutch). A brand only exists in our minds. 'Online brands' or 'offline brands' only exist in marketers' literature. We still have to get used to that idea. In this era physical chains start online shops with a complete range and 24/7 service, while online chains start physical stores where they can offer the full sensorial experience. In the end we will just talk about 'retail' again; full online presence will then be completely normal.