It’s been a few years since Aura. The device maker rode into the early days of the pandemic to the top of the wearable ranks, establishing itself as the best smart ring maker by a mile.
With the promise of spotting early warning signs of COVID, the company has forged partnerships with some of the leading sports leagues in the world. Oura has had its share of controversies along the way, including the addition of a premium service that locked features behind a paywall.
This time last year, the company announced that Tom Hill had joined as CEO, with the stated goal of expanding the company. Today’s news is a major step in that direction, as the company announced a deal with Best Buy that will bring its Ring to about 850 locations around the US.
“Brick-and-mortar retail is the natural next step for Oura and marks a pivotal moment for the business as we continue to expand into the mainstream,” Hill says in a statement. “Exposing more people to the benefits of Oura technology and providing an impactful experience in-store and online with the help of Best Buy is an exciting step forward for us as a company.”
Personal experience is important for wearables. After all, products designed to be worn on your person represent an extra level of familiarity that you don’t get with standard consumer electronics. It’s a good idea to try something before you drop a few hundred dollars plus the subscription fee.
Oura already has some physical presence, but nothing beats a Best Buy deal. The list includes limited availability at Gucci and Therabody stores, as well as SoftBank retail locations in Japan.