Using Stores For Order Fulfillment: Optimizing Inventory Across The Retail SpectrumMore and more fashion retailers are embracing the ship-from-store model as a slam dunk strategy to streamline their omnichannel retail environment. Major labels like Urban Outfitters, Nordstrom, Saks, Ann Taylor, Macy’s, Peter Glenn Ski and Sport, and Gap have jumped on the store -as-fulfillment-center distribution bandwagon and reaping benefits. By adopting ship-from-store, these retailers have jet-propelled the delivery mechanism and are enjoying fat margins on items that sit idle in physical stores. So, what is ship-from-store? Is it the most recent epiphany in the retail world? Not actually. It is the enhanced version of the previously known strategy, buy-online, pick-up-in-store. Fulfill-from-the-store is the practice of sourcing online orders entirely or partly from the inventory of brick-and-mortar stores. Thus, the stores get transformed into a distribution node.