Update | Razer teasing something new coming to London. Could it be another brick-and-mortar store?

Razer teasing a potential new brick-and-mortar store in London (Source: Razer)

Users may not necessarily want to purchase Razer devices on a whim, but walk-in stores in heavy trafficked areas help to gain exposure and to create a sense of community for the brand.

by Allen Ngo, 2019/11/20

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(November 21, 2019 update: Yup, it's going to be a Razer brick-and-mortar store on 53 Charing Cross Road, London. The grand opening will be on December 14 according to the official Razer page here.)

At an age where most users prefer streaming and online shopping over physical media or shopping malls, it's strange to see that Razer has been investing more and more in brick-and-mortar Apple-like stores. Nonetheless, the strategy is apparently working; the San Francisco location is still running strong after more than three years and a new two-story store is about to open in Las Vegas just in time for CES 2020.

The latest teaser image from Razer shows Big Ben next to the tagline "It's about bloody time". As ominous as it may be, most users are already assuming that Razer is about to open yet another walk-in store in London. The existing stores in San Francisco and Las Vegas are both located in areas with heavy foot traffic and so a potential London store would likely be at a similar location.

Of course, this is all just speculation and Razer could still throw us a curve ball by announcing something completely different. We'll just have to stay tuned to see what Razer has in store for its fans.