Retail companies born online are learning how the strategic use of physical stores can add value to their business. Retailers including Bonobos, ModCloth, Fabletics, Amazon and others are opening stores to build brand recognition and acquire customers as growth online gets harder, or more costly, to come by. And as editor Zak Stambor learned in reporting the November cover story of Internet Retailer magazine, driving direct sales from stores is a secondary objective for most merchants.