Meta is planning to expand its physical retail store network to increase sales of its artificial intelligence and augmented/virtual reality (AR/VR) powered devices. Currently, the company operates its only permanent store — the Meta Store — located in Burlingame, California. This location allows customers to experience products such as the Meta Quest VR headsets and Ray-Ban Meta smart glasses firsthand.
This retail initiative mirrors Apple’s successful store model, aiming to drive sales by offering users the chance to interact directly with Meta's products. Although Meta sold over one million smart glasses in 2024, CEO Mark Zuckerberg has stated that this is just the beginning and that more work is needed to make these devices mainstream.
As part of this strategy, Meta has appointed John Koryl — the former CEO of luxury online retailer The RealReal — as Vice President of Retail. Koryl will report to Meta CTO Andrew Bosworth and lead the development of sales strategies for Meta’s new AI-powered wearable devices.
This move highlights Meta’s ambition to strengthen its presence in physical retail and enhance customer engagement by offering hands-on experiences with its next-generation products.
