Cambridge is synonymous with the British computing industry.
Back in the 1980s Sir Clive Sinclair helped popularise home computing with the affordable machines the ZX80 and ZX Spectrum.
At around the same time the city helped launch the BBC micro - which got a generation of schoolkids hooked on coding.
And that revolution has continued with the Raspberry PI - the world's best-selling computer.
Now could the city which revolutionised computing be about to do the same for shopping?
Watch Rob Halden-Pratt's report about the new store below
They're not the only technology firm swapping bits and bytes for bricks and mortar...
The launch at the city's Grand Arcade comes as traditional retailers are all finding things a bit of a struggle.
Among the High Street casualties have been HMV, Maplin, Toys R Us and Poundworld and it is estimated 85,000 jobs were lost in retail last year. Even big name stores like Marks and Spencer have been forced to cut costs by shutting stores.
The shop isn't just about selling more computers - it's also about highlighting the work of its devoted fanbase.