Oura’s smart ring is now available in select Target stores in the US, following similar announcements with Amazon and Best Buy. This move represents a significant expansion for the company, which has been at the forefront of popularizing the smart ring as an alternative to wrist-worn wearables.
Target stores will feature a unique in-store sizing experience, allowing customers to try on dummy units before making a purchase. Those who purchase a $10 sizing kit through Target’s website will receive a $10 gift certificate to offset the cost.
While the Gen 3 rings have a starting price of $300, Oura’s subscription service is where the company generates substantial revenue. Despite initial criticism over the mandatory monthly fee for certain features, Oura’s growth trajectory has remained strong.
The smart ring market has gained further validation with the recent announcement of Samsung’s upcoming Galaxy Ring, scheduled to launch later this year.
