The world's first on-demand retail store has opened in London's Borders Books store on Oxford Street, carrying over 1,600 titles in 400 sq ft of retail space.
On-Demand and Tribeka officially launched the concession yesterday, with both media and customer reception proving overwhelmingly positive.
Tribeka's COO, Stephen Precious told PC Retail at the event that the technology behind the store was so disruptive to the way firms have traditionally think about software retail, and that it has the potential to totally revolutionise the industry.
PC Retail previously reported on Borders' deal with the firms to be the first to open the concession last month.
Speaking at the launch, Precious said: "This launch further establishes SoftWide as the world’s leading on demand solution for software and entertainment product. We are delighted that Borders have demonstrated the foresight to be the first retailer in the world to enter this space.
"I consider software to be an ideal compliment to the Borders offer and that it is through the non-specialist retail channel that we will attract a whole new customer to this fantastic and growing product category."
To read more about Tribeka's Softwide system, and On Demand Retail's plans, make sure you read the feature in the March issue of PC Retail, out later this month.