Brands like Razer and Alienware either expand into a (fast growth) market or get left behind because of the cost of continuous technology advances (e.g. GTX1080) and lower cost of entry (for competitors and for first time customers, e.g. the "new" users attracted to VR ... imagine the number of people get VR for the next gift-giving season ...)
By having a bricks and mortar store front Razer goes from "if you know what you're doing, you by a 'real' computer" to "I tried it and it was obviously better, so I paid more, but I got a computer that works." That's the single pushback I hear "I need to use it and I tried in that chain store but it was not set up properly, the people there didn't know anything, I waited forever for their "game guy" to come, but he was selling a big screen TV to a married couple asking about their house decor." etc.