First, Amazon competed with the malls. Now, he's moving to one.

The online retail giant said Thursday that it plans to open a clothing store in a Southern California strip mall this year. It is the latest physical project for Amazon, which already sells more than 10% of all clothing in the United States.

The store, which will offer women's and men's clothing as well as shoes and other accessories, will open in the Americana at Brand shopping center in Glendale. Mall entry could become another threat to traditional clothing sellers because of the data and insights Amazon can gain, experts say.

Amazon says its algorithms will return recommendations in real time as shoppers continue to scan the items they see. Shoppers can also complete an online survey about their style and size preferences.

The store will be about 30,000 square feet, similar in size to Kohl's, but about a third the size of other department stores, such as Macy's. However, it will offer more than double the styles compared to traditional venues because it will show each style on display and keep the rest in the back room.

The selection will be chosen by Amazon curators, who will also use feedback provided by millions of customers who shop on the company's website.

Simoina Vasen, managing director of Amazon Style, declined to comment on plans to launch the new store concept or sales projections. The company did not give a precise date for the store's opening in Glendale.

@LairdStuff @realZacharyKent @LPNH What state did you grow up in? We didn't do stuff like that in Jersey. There was… https://t.co/xV0We79r9Z

— Mike Britt Jr 🕊️ 🔮 Thu Jun 03 23:16:41 +0000 2021