CHICAGO, IL - AUGUST 15: The Walmart logo is displayed on a shopping cart at a Walmart store on August 15, 2013 in Chicago, Illinois. Walmart, the world
CHICAGO, IL - AUGUST 15: The Walmart logo is displayed on a shopping cart at a Walmart store on August 15, 2013 in Chicago, Illinois. Walmart, the world's largest retailer, reported a surprise decline in second-quarter same-store sales today. The retailer also cut its revenue and profit forecasts for the fiscal year. (Photo by Scott Olson/Getty Images)
PHOTO: Scott Olson/Getty Images
Now playing
01:11
How Walmart is taking on Amazon
PHOTO: Orangetheory Fitness
Now playing
02:13
This gym is actually opening studios during the pandemic
Now playing
02:24
How holiday spirit is surging despite the Covid-19 pandemic
NEW YORK, NEW YORK - NOVEMBER 19: A view of the window display as Macy
NEW YORK, NEW YORK - NOVEMBER 19: A view of the window display as Macy's Herald Square unveils Give, Love, Believe 2020 Holiday Windows on November 19, 2020 in New York City. (Photo by Eugene Gologursky/Getty Images for Macy's)
PHOTO: Eugene Gologursky/Getty Images North America/Getty Images for Macy's
Now playing
00:56
Macy's unveils holiday window display with gratitude theme
PHOTO: CNN/Target/Design by John General
Now playing
02:36
It's official: Black Friday is irrelevant
Now playing
02:23
Party City CEO: Consumers still want to celebrate together
NEW YORK, UNITED STATES - 2020/07/08: People wearing face masks shopping inside a retail store in Manhattan as the city enters phase 3 of reopening amid the coronavirus pandemic
As New York City enters phase 3 of reopening retail stores for indoor shopping, restaurants have been postponed for indoor dinning. The U.S. Department of Health recorded a total of 3,219,999 infections, 135,822 death and 1,426,428 recovered since the beginning of the outbreak. (Photo by Braulio Jatar/SOPA Images/LightRocket via Getty Images)
NEW YORK, UNITED STATES - 2020/07/08: People wearing face masks shopping inside a retail store in Manhattan as the city enters phase 3 of reopening amid the coronavirus pandemic As New York City enters phase 3 of reopening retail stores for indoor shopping, restaurants have been postponed for indoor dinning. The U.S. Department of Health recorded a total of 3,219,999 infections, 135,822 death and 1,426,428 recovered since the beginning of the outbreak. (Photo by Braulio Jatar/SOPA Images/LightRocket via Getty Images)
PHOTO: Braulio Jatar/SOPA Images/LightRocket/Getty Images
Now playing
01:38
US retail sales improved in September
PHOTO: thehouseofdrew.com
Now playing
02:01
Justin Bieber's footwear collaboration overwhelms site
PHOTO: Walmart
Now playing
01:01
See what's new inside Walmart stores
WHEATON, MARYLAND - APRIL 16: Customers wear face masks to prevent the spread of the novel coronavirus as they line up to enter a Costco Wholesale store April 16, 2020 in Wheaton, Maryland. Maryland Governor Larry Hogan ordered that all people must wear some kind of face mask to protect themselves and others from COVID-19 when on public transportation, grocery stores, retail establishments and other places where social distancing is not always possible. (Photo by Chip Somodevilla/Getty Images)
WHEATON, MARYLAND - APRIL 16: Customers wear face masks to prevent the spread of the novel coronavirus as they line up to enter a Costco Wholesale store April 16, 2020 in Wheaton, Maryland. Maryland Governor Larry Hogan ordered that all people must wear some kind of face mask to protect themselves and others from COVID-19 when on public transportation, grocery stores, retail establishments and other places where social distancing is not always possible. (Photo by Chip Somodevilla/Getty Images)
PHOTO: Chip Somodevilla/Getty Images
Now playing
02:32
How masks are reshaping the face of the retail economy
3119 E Third Street Dollar General in Dayton, OH on March 12, 2020.
3119 E Third Street Dollar General in Dayton, OH on March 12, 2020.
PHOTO: Maddie McGarvey for CNN
Now playing
06:07
Dollar General's business is booming. It's also vulnerable to crime, police say
Now playing
03:01
How private equity is gutting retail
Now playing
01:55
All retail bankruptcies are not the same. Here's what you need to know
Now playing
02:44
Is T.J.Maxx recession-proof?
LOS ANGELES, CA - APRIL 10:  Customers carry bags from  Bed Bath & Beyond store on April 10, 2013 in Los Angeles, California. The home goods retailer is expected to release fourth-quarter earnings figures after the closing bell.  (Photo by Kevork Djansezian/Getty Images)
LOS ANGELES, CA - APRIL 10: Customers carry bags from Bed Bath & Beyond store on April 10, 2013 in Los Angeles, California. The home goods retailer is expected to release fourth-quarter earnings figures after the closing bell. (Photo by Kevork Djansezian/Getty Images)
PHOTO: Kevork Djansezian/Getty Images
Now playing
00:58
Why Bed Bath & Beyond is in big trouble
A Kohl
A Kohl's Corp. store stands in Concord, California, U.S., on Tuesday, Feb. 24, 2015. Kohl's Corp. is expected to release earnings figures on Feb. 26. Photographer: David Paul Morris/Bloomberg via Getty Images
PHOTO: David Paul Morris/Bloomberg via Getty Images
Now playing
01:25
Kohl's needs to reinvent itself. Are Aldi and Amazon the key?
(CNN Business) —  

Walmart will start putting Allswell, its online mattress and bedding brand, in mini stores.

The “Allswell Tiny Home” is a rolling showroom that will start a cross-country tour on Wednesday. Beginning in New York, Allswell will head to major cities to introduce the brand to new customers and gain their feedback.

It signals that a physical presence remains a key retail component for online brands.

“What our customers or potential customers have been asking us consistently is ‘Where can we try the mattress?’” Arlyn Davich, president of the brand, told CNN Business.

Other online mattress brands are also opening brick-and-mortar stores. Tuft & Needle, Leesa, and Purple have recently expanded distribution at retailers like Target, West Elm, and Mattress Firm.

Stores and pop ups help retailers acquire customers, raise brand awareness, and encourage impulse spending, according to Barbara Kahn, marketing professor at Wharton.

Walmart
Walmart's online mattress brand Allswell is opening a 'tiny home' showroom.
PHOTO: courtesy walmart

Casper, which cracked open the market by shipping mattresses in a box to customers’ homes, announced plans last year to open up to 200 stores of its own. “It will give us a footprint to help educate consumers,” Casper CEO Philip Krim told CNN Business in an August interview.

A year ago, Walmart (WMT) introduced Allswell, the retailer’s first homegrown digital brand. Until now, Allswell, has only sold through its own website, Walmart (WMT)’s main site, and on Jet and Hayneedle.

“Digital has been working very well for us, but we’re looking to grow the brand in all ways,” said Davich.

She said the multi-city tour would allow the company to test out different markets and showcase Allswell’s lineup of mattresses and home and bedding sets. Shoppers can buy Allswell’s products on site at the tiny home for delivery, and they are encouraged to take photos to post on social media.

The
The 'tiny home' has a living room, bathroom, bedroom, and kitchen area that customers can explore.
PHOTO: Walmart

“It’s a novel concept,” said Wharton’s Kahn. “Anything to get attention and break through the clutter.”

The tiny home will be a four-room, 238-square-foot showroom. It has a living room, bathroom, bedroom, and kitchen area that customers can explore and shop.

Asked whether the new concept meant Walmart could one day open Allswell stores, Davich would not rule it out.

“We could open a fleet of tiny homes that travel across the country. We could open stores as an expansion of our digital presence.”