Good Housekeeping editor in chief Jane Francisco describes it as the best of all worlds.
The store has the convenience of online shopping, but you can actually see, touch, and experience the products.
Jane says any time Good Housekeeping has a chance to interact with its audience or people tour the Good Housekeeping Institute, they always ask "Where can I buy this? Where can I get a list of all of these products that are Good Housekeeping approved?"
That was the impetus for opening the store, to give shoppers a taste of the Good Housekeeping Institute.
The staff at the GH Lab Store have all been trained by scientists at the Institute.
All of the products in the store have been tested in the GH Labs, by GH scientists.
The store is designed to mimic a home, with a front door area that has a smart doorbell you can try out.
There's also a kitchen filled with appliances and countertop gadgets that you can see and try in a kitchen environment.
And you don't even need to bring your wallet.
Shoppers can make purchases on the spot, no cash or credit card required.
Just go onto the Amazon app, scan the smile code next to the item in the store, and the product you're looking for will pop up.
Order it on the app and it will ship directly to your home.
The store opened October 3 and is at the Mall of America through the end of the year.
A corresponding GH Tested Boutique is up and running on Amazon for anyone who can't make it to Minnesota.
Jane says they're testing the concept to see if people love it.
The plan, if all goes well, is to bring GH Lab Stores to other cities around the country.