Meta wants to go IRL with plans to open more retail stores to support its growing ambitions in the hardware space.
After years of pixel-pushing and headset-hyping, the tech giant is reportedly looking to expand its brick-and-mortar retail footprint. According to Business Insider, Meta has plans to open more physical stores to support its hardware products, namely, Ray-Ban Meta smart glasses and Meta Quest VR headsets.
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And yes, we do mean actual stores. The kind with walls, doors, and shelves. Meta already has one of those, a single retail location in Burlingame, California, located next to its Reality Labs HQ. But this move signals something more ambitious: a willingness to go toe-to-toe with Apple’s retail experience, especially as both companies fight for dominance in the mixed reality space.
Meta’s edge? Price point and accessibility. While Apple’s Vision Pro headset starts at $3,499 (and still feels more demo than daily driver), Meta’s offerings are relatively affordable. But they need to be experienced to be understood. Smart glasses and VR headsets still fall into the “try-before-you-buy” category for most consumers, which makes retail a critical bridge between curiosity and conversion.
Adding more intrigue to the mix, Bloomberg reported earlier this year that Meta hired Julie Wainwright, the former CEO of luxury resale platform The RealReal, as its new VP of retail. A luxury veteran stepping into the VR aisle? That’s a signal: Meta wants its hardware to be not just functional, but aspirational.
So what does this mean for marketers?
If Meta is investing in IRL spaces to sell immersive tech, brands should pay attention. Physical retail could become a proving ground for next-gen brand activations, immersive storytelling, and hybrid experiences that blend digital touchpoints with real-world connection. The metaverse isn’t dead, it’s just getting a storefront.