"Multichannel" (or even better, "omnichannel") is something almost every self-respecting retailer wants to be. But most pure-play internet vendors resist the idea that actual stores, with their rents, payrolls and security cameras, ought to be one of those channels. The thought of having the same costs as bricks-and-mortar competitors "scares the living daylights out of me," says Charles Hunt, owner of Duvet and Pillow Warehouse, a fast-growing online retailer. Yet things are changing.