Google Store
Retailer / private label
UnclaimedGoogle's official retail channel for Pixel, Nest, Fitbit, Chromecast, and other Google hardware and accessories.
Last updated August 31, 2026
Overview
Google Store is the official retail brand and sales platform for hardware made by Google or developed in collaboration with Google. It launched on March 11, 2015, when Google moved its hardware business out of the Devices section of Google Play and created a dedicated storefront. The service primarily operates online, offering Google-branded consumer electronics and related accessories, while also supporting selected physical retail formats and company-operated stores. The store's product range has centered on Google's Pixel smartphones, Pixel computers and tablets, Nest smart-home products, Chromecast streaming devices, Fitbit wearables, and accessories such as earbuds, cases, chargers, keyboards, and other device-specific equipment. Over time, the store has also carried products associated with discontinued or repositioned Google initiatives, including Nexus hardware, Daydream virtual-reality products, Google Cardboard, and Stadia-related devices. Its assortment therefore reflects Google's changing hardware strategy rather than a permanently fixed catalog. Google Store is positioned as a premium consumer-electronics retailer with a focus on integrated hardware, software, artificial intelligence, cloud services, and subscription ecosystems. Product pages and retail environments commonly present devices as parts of a connected Google experience: Pixel phones work with Google services and accessories; Nest products connect across the smart-home portfolio; Fitbit devices are linked to health and fitness services; and products such as Chromecast extend Google entertainment and streaming capabilities. The store also sells service-related offerings and, in some physical locations, provides demonstrations and support-oriented experiences. Although the online storefront remains the brand's principal distribution channel, Google has repeatedly experimented with physical retail. In 2015 it established a store-within-a-store in a Currys location on Tottenham Court Road in London. In 2016 it opened a temporary Made by Google showroom in New York City's SoHo district and began placing Google Shops inside selected Best Buy stores in Canada. These formats allowed customers to handle products and helped Google present its hardware portfolio in a more controlled environment. Google later developed permanent stores in the United States. The first, in the Chelsea neighborhood of New York City, opened in June 2021. A Williamsburg, Brooklyn location followed in June 2022. Google opened another store at the Google Visitor Experience beside the Googleplex in Mountain View in October 2023, giving the company its first permanent Google Store on the United States West Coast. Additional locations opened on Newbury Street in Boston, at Oakbrook Center near Chicago, in Santa Monica, and in Austin's Domain Northside area during 2024 and 2025. The Google Store serves both as a transaction channel and as a brand-experience platform. Its retail presentation promotes Google's hardware identity, demonstrates product interoperability, and gives the company a direct relationship with customers beyond third-party retailers and wireless carriers. The brand has also received recognition for its digital retail experience, including a 2016 Webby Award in the Consumer Electronics category. Google Store remains active, with its assortment changing as Google launches new Pixel, Nest, Fitbit, and accessory generations and retires older product programs.
History
Google Store was created as Google's dedicated hardware retail operation on March 11, 2015. Before its creation, Google hardware was sold through the Devices section of Google Play. Establishing a separate storefront reflected Google's growing interest in selling physical products directly and in presenting hardware as a unified portfolio rather than as isolated accessories to its software services. The initial online store offered Google's then-current hardware lines and later expanded as the company developed the Pixel, Nest, Chromecast, Fitbit, and Pixelbook families. It also carried products from initiatives that were subsequently discontinued, including Nexus devices, Daydream virtual-reality hardware, Google Cardboard, and Stadia-related products. The catalog has therefore changed with Google's product strategy, with older programs leaving the store as newer hardware categories and generations were introduced. Google also tested physical retail formats. In March 2015, it created a store-within-a-store at a Currys branch on Tottenham Court Road in London. That location subsequently closed. In October 2016, Google opened a temporary Made by Google showroom in New York's SoHo neighborhood. The showroom presented products announced during Google's hardware push at the time, including Pixel smartphones, Google Home speakers, and the Daydream View headset. In November 2016, Google introduced Google Shops inside selected Best Buy locations in Canada. These installations gave customers an opportunity to see and use Google's hardware in a branded environment. The design used modular furniture, light wood, gray fabric, and bright color accents. Google described the concept as combining direct product demonstrations with more exploratory and hands-on experiences, and some locations could feature content tailored to their city. The company moved from temporary and partner-operated formats to permanent stores with the opening of Google Store Chelsea in New York City on June 17, 2021. The store was located near Google's New York offices at Chelsea Market and displayed hardware such as Pixel, Nest, Chromecast, Fitbit, and Pixelbook products. It also presented selected services and exclusive merchandise. A second permanent location opened in Williamsburg, Brooklyn, on June 16, 2022, following an announcement at Google I/O. In September 2023, Google announced a third permanent store at the Google Visitor Experience next to the Googleplex in Mountain View, California. It opened on October 12, 2023, and represented Google's first permanent Google Store on the West Coast. Further expansion followed with a Boston store on Newbury Street in 2024 and an Oakbrook Center store in the Chicago metropolitan area on November 1, 2024. Additional stores opened in Santa Monica and Austin in 2025. The Google Store consequently operates through several connected channels: a principal online storefront, selected third-party retail partnerships, temporary showrooms, and a growing network of company-operated locations. Its role extends beyond sales. By allowing customers to try products, compare devices, and see how Google's hardware works with its software and services, the store functions as a physical and digital expression of Google's consumer hardware strategy. The brand received a 2016 Webby Award in the Consumer Electronics category for its online experience.
- 2025
Santa Monica and Austin locations added
[1]Google Store expanded further with locations in Santa Monica and Austin.
- 2024
Boston and Oakbrook locations added
[1]Google expanded its permanent retail footprint with a Boston location and an Oakbrook Center location in Illinois.
- 2023
Mountain View store opens
[1]The Google Visitor Experience store opened beside the Googleplex on October 12, 2023.
- 2022
Williamsburg store opens
[1]Google opened its second permanent store in Williamsburg, Brooklyn, on June 16, 2022.
- 2021
First permanent Google Store opens
[1]Google Store Chelsea opened in New York City on June 17, 2021.
- 2016
Made by Google New York showroom
[1]A temporary SoHo showroom showcased Google's newly announced hardware, including Pixel, Google Home, and Daydream View.
- 2016
Google Shops enter Canadian Best Buy stores
[1]Google established branded store-within-a-store locations at selected Best Buy branches in Canada.
- 2016
Webby Award recognition
[1]Google Store received a Webby Award in the Consumer Electronics category.
- 2015
Google Store launches
[1]Google introduced a dedicated online hardware store on March 11, 2015, replacing the Devices section of Google Play.
- 2015
First London store-within-a-store
[1]Google opened a retail installation inside a Currys branch on Tottenham Court Road in London.
Products and positioning
Premium consumer-electronics retail centered on an integrated Google hardware, software, artificial-intelligence, and services ecosystem.
Smartphones
Pixel smartphones
Pixel smartphones are among Google Store's principal flagship products. They combine Google's Android software, camera systems, artificial-intelligence features, and Google service ecosystem in Google-branded phones. The store carries current Pixel generations and related accessories when available, while older generations leave the catalog as the product line evolves.
Smart-home devices
Google Nest
Google Nest is the store's smart-home product family, covering connected devices such as speakers, displays, cameras, thermostats, and related home accessories. Nest products are presented as an interoperable household ecosystem managed through Google's software and services.
Wearables
Fitbit
Fitbit devices, including activity trackers and smartwatches, became part of the Google Store assortment following Google's acquisition of Fitbit. They extend Google's consumer hardware range into health, fitness, activity, and wearable computing.
Streaming devices
Chromecast
Chromecast products are compact streaming devices designed to connect televisions and other displays with Google's entertainment and casting ecosystem. They have been a recurring Google Store category alongside other home and media products.
Audio and accessories
Pixel Buds and accessories
The store sells Google-branded earbuds and a broad accessory range, including phone cases, chargers, keyboards, and other equipment matched to Pixel and Nest products. These items support the wider Google hardware ecosystem and provide replacement or complementary products for existing customers.
Discontinued hardware
Former Google hardware programs
Google Store previously carried products associated with Nexus, Daydream, Google Cardboard, Google Stadia, and Pixelbook. These products illustrate earlier Google hardware initiatives that were later discontinued, retired, or absorbed into different product strategies.
Marketing campaigns
- 2021Google Store Chelsea launch
United States
The Chelsea store introduced Google's first permanent company-operated retail environment, displaying hardware, accessories, selected services, and exclusive merchandise.
Outcome. Established a permanent Google Store format in New York City.
- 2016Made by Google New York showroom
United States
Google used a temporary SoHo showroom to let visitors experience newly announced Pixel, Google Home, and Daydream View hardware in a dedicated branded environment.
Outcome. Temporary showroom; subsequently closed.
- 2016Google Shops at Best Buy
Canada
Google created branded retail spaces inside selected Best Buy stores, combining product demonstrations with hands-on exploration and locally adaptable digital content.
Outcome. Expanded Google's physical retail presence through a partner channel.
Brand decisions
2021
Establish permanent company-operated storesStrategyBackground
Google's expanding Pixel, Nest, Fitbit, and accessory portfolio created a need for dedicated environments where customers could try products and understand their connections.
Action taken
Google opened Google Store Chelsea in New York City and subsequently expanded to additional permanent locations.
Aftermath
The company developed a growing physical retail network alongside its online store and third-party retail partnerships.
2016
Test partner-based physical retailStrategyBackground
Google sought to give customers hands-on access to its hardware while limiting the infrastructure required for a fully company-operated retail network.
Action taken
Google introduced a London Currys store-within-a-store, a temporary New York showroom, and Google Shops inside selected Canadian Best Buy stores.
Aftermath
These experiments preceded Google's later investment in permanent Google Store locations.
2015
Separate hardware retail from Google PlayStrategyBackground
Google's growing hardware portfolio required a retail destination distinct from its digital software and media marketplace.
Action taken
Google launched Google Store and moved hardware retail out of Google Play's Devices section.
Aftermath
The Google Store became Google's primary direct online channel for its consumer hardware portfolio.
Recent events
- 2025
Google Store adds locations in Santa Monica and Austin[1]
Product launch
The permanent retail network expanded with stores in Santa Monica, California, and at Domain Northside in Austin, Texas.
- 2024
Google expands permanent store network beyond New York and Mountain View[1]
Product launch
Google opened a store at 153 Newbury Street in Boston and later opened another at Oakbrook Center in Oak Brook, Illinois, on November 1, 2024.
- 2023
Google Store opens at the Google Visitor Experience in Mountain View[1]
Product launch
A third permanent store opened beside the Googleplex as part of the Google Visitor Experience on October 12, 2023.
- 2022
Google announces and opens a Williamsburg store[1]
Product launch
Google announced a second permanent store during Google I/O and opened it in Williamsburg, Brooklyn, on June 16, 2022.
- 2021
Google Store Chelsea opens in New York City[1]
Product launch
Google opened its first permanent company-operated Google Store in Chelsea, New York City, presenting Pixel, Nest, Chromecast, Fitbit, Pixelbook, accessories, and selected services.
- 2016
Made by Google showroom opens in New York[1]
Campaign · Product launch
Google opened a temporary SoHo showroom in October 2016 to display newly announced products including Pixel, Google Home, and Daydream View.
- 2016
Google Shops expand into selected Best Buy stores in Canada[1]
Campaign
Google began operating branded store-within-a-store installations in selected Canadian Best Buy locations, providing demonstrations and a more prominent physical retail presence.
- 2015
Google launches dedicated Google Store hardware retailer[1]
Other
Google introduced the Google Store on March 11, 2015, replacing the Devices section of Google Play as its dedicated online retail destination for Google hardware.
- 2015
Google opens a Currys store-within-a-store in London[1]
Other
Google expanded its physical retail presence with a store-within-a-store at a Currys location on Tottenham Court Road in London.
Sources3 sources
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