European retailers reinvest in brick-and-mortar stores to boost sales amid e-commerce competition.

European retailers are reinvesting in brick-and-mortar stores to boost both online and offline sales amid rising e-commerce competition from companies like Shein. The pandemic has renewed interest in in-person shopping, providing a more engaging customer experience. Retailers are implementing features like showrooms and group fitting rooms to blend physical and digital shopping, which can increase nearby online sales by up to 20%.