Oura partners with Best Buy

 

Hardware manufacturer Oura announced it is partnering with Best Buy to sell its smart ring product in 850 stores.  "Brick-and-mortar retail is a natural next step for Oura and marks a pivotal moment for the business as we continue to expand into the mainstream," said Tom Hale, who joined as the startup's CEO with the mission to scale.  Oura's Best Buy deal adds to its current presence in Gucci and Therabody stores and SoftBank retail sites in Japan. Beyond hardware sales, the company uses a subscription model for extra features. The startup's product measures workout heart rate, blood oxygen levels, and recovery time, among other features.