IMO the store is irrelevant. I think just in the short time it has been open, anyone can see it's not ever going to be the next big thing. He can change vendors, redesign the website etc etc. it won't matter. There's too much competition online, and the market is not as large as it would be in an actual brick and mortar store. The online store is never going to make enough money to even pay Wayne's salary. The company threw a lot of their eggs into the basket of the store. They need to let the store go and redesign their business model.
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