By Jeffrey Dastin

(Reuters) – Amazon.com Inc. (NASDAQ:) has a recipe for the department shop of the future. It uses algorithmic recommendations as well as what one corporate director described in his fitting room as a “magic closet”.

This online retailer has launched a new push to increase its fashion business. The company announced on Thursday that it would open the first ever apparel store in this year. Simoina Vazen, managing director of the company said that they wouldn’t sell anything physical unless there was a way to improve the customer experience.

The planned Amazon Style shop in Los Angeles, at 30,000 sq ft (2.787 sq m), is much smaller than a typical department store. The racks are filled with model pieces. Customers scan an Amazon code to choose the right color or size. Customers can try the clothing, which are kept in the back. They then enter a virtual queue to access a fitting room, which they unlock using their smartphone once it’s ready.

Vasen explained that the dressing area is a “personal space” where you can shop without leaving. Every item has its own touchscreen that allows customers to order more products and the staff delivers them “within minutes” in a two-sided secure closet.

Vasen stated, “It’s almost like a magical closet that has seemingly infinite selection.”

Shoppers can be suggested items by the touchscreens. Amazon retains a list of each item a customer scans to help its algorithm personalize clothing recommendations. You can complete a style survey for your customers as well. Before shoppers arrive at a fitting room they will already have deposited the items that customers requested and other Amazon-approved products.

Amazon says that customers can ask for help from a concierge to cancel their order.

Amazon’s tech has been unveiled to assist customers in choosing outfits. Analyst research shows that Amazon is now the largest clothing retailer in America, surpassing Walmart (NYSE.) Inc.

It still has the potential to grow and compete with Macy’s Inc. (NYSE:). Nordstrom Inc (NYSE:) These stores have been opened in smaller formats. Amazon’s range of convenience and grocery shops has yet to overthrow brick-and mortar retail.

Vasen stated that the company’s store will attract many shoppers and offer hundreds of brands. He declined to give examples.

Vasen explained that it has hundreds of associates. There is no cashier-less checkout, unlike some Amazon stores. Amazon One is a biometric payment system that allows customers to pay by simply tapping their fingers.