The world’s first “Google store” opened not in California but in the less glamorous setting of PC World in Tottenham Court Road reports the London Evening Standard.

The store is 285sq feet, and its a “pop-up store” within a store. The store only sells Google’s Chromebook laptop and a few accessories such as headphones. The services staff wear blue t-shirts just like in an Apple.

Unlike the huge Apple Store in posh Regent Street, which is buzzing with customers. There were very few customers at the Google store and there were certainly no queues round the block.

Google said it is opening stores because its research showed that 80 per cent of laptop sales are through shops.

A spokeswoman said: “We’ve put a lot of effort into making it feel welcoming, homely and, dare I say it, ‘Googley’.” I guess she didn’t get the memo ‘Googley’ ain’t cool anymore.

Last month, Microsoft announced that it is opening its first store in Silicon Valley, right opposite an Apple store, and that it will sell iPads to lure customers.