The holiday shopping season is well underway and for many, the convenience and value of buying online is a huge draw.
Despite recent trends showing electronic retail sales are on a tear, one retailer is betting big on brick and mortar. In fact, the company is selling nothing online.
Rachel Shechtman is the founder of Story, a 2,000-square-foot store in New York City's west side neighborhood of Chelsea. She opened her doors in December 2011, and she completely revamps the store every three to eight weeks. Everything changes — from the store's design to the merchandise it sells.
Shechtman explained to CNBC's "On the Money" that Story has the point of view of a magazine, changes like a gallery, and sells things like a store.
"The idea is really looking at a physical space as a media channel and so we have two revenue streams," Shechtman said. "In the same way a magazine has advertisers, we have sponsors, and magazines tell stories by writing articles and taking pictures, and our version of editorial content is merchandise and events."