The Westfield shopping centre in West London is offering a "premium" click and collect service that allows customers to try on their online clothes purchases before they take them home with them.
The service at Westfield includes free parking at the prime retail location, along with dedicated fitting rooms, which will allow customers to immediately return fashion items if they don't fit or don't come up to the mark in any other way.
It is the first time in the UK that the Collect+ service has been made available with free fitting to support stores such as Next, Topshop, House of Fraser and River Island. Dedicated online retailers like Amazon and Asos will also support the service.
This latest marriage of bricks and mortar with online follows a deal with eBay and Argos last year, which allowed customers to pick up their purchases from Argos stores across the UK.
Westfield said: "We are now a Collect+ location so you can collect your online purchases here at Westfield London. When you place your order with your favourite retailer online, simply select Collect+ and search for W12 7SL, then choose 'Westfield London'."
Collect+ will then text or email customers to confirm their delivery is ready to pick up.
Customers using the service via Westfield's Click and Collect Concierge Desk get one hour of free parking.