Meta Expands Retail Footprint, Brings 'Meta Lab' to 50 Best Buys

Announced June 15, 2026, Meta is significantly expanding its physical retail presence by introducing dedicated 'Meta Lab' sections within 50 Best Buy stores across the US and Canada. This strategic move aims to put Quest headsets and the company's smart glasses directly into consumers' hands for discovery.

According to UploadVR, these "store-in-store" installations are branded 'Meta Lab,' consistent with Meta's standalone retail store launched in Los Angeles last year, along with temporary pop-up locations in New York and Las Vegas. Meta describes the Best Buy sections as "sleek, roughly 900-square-foot" spaces designed for "hands-on discovery."

While Meta has sold its hardware through Best Buy for over a decade, the customer experience was often lacking. UploadVR has previously noted that the sales process was "not particularly well" handled by Best Buy employees, a critical point in the often-complex world of XR hardware.

Our take: This expansion signifies Meta's commitment to improving the consumer journey for its hardware. For smart glasses specifically, a hands-on demo is crucial for adoption. The opportunity to try on Ray-Ban Meta glasses, test AI features, and understand the form factor firsthand could convert hesitant buyers, especially when guided by dedicated Meta-trained staff rather than general electronics sales associates. This is a smart play to overcome the inherent challenge of selling innovative, yet unfamiliar, eyewear.