VITURE XR Glasses Now Available in 200 Best Buy Stores Nationwide

Rhea-AI Summary

VITURE (BBY) announced that its VITURE XR Glasses are launching in 200 Best Buy stores nationwide starting Oct. 27, 2025, marking the first in-person retail rollout of full-display XR eyewear at a major U.S. electronics retailer.

The launch offers in-store demos for 2D/3D viewing and gaming, and brings in-store availability for the Luma Pro at $499 and the Pro Mobile Dock at $159. VITURE said the move complements existing retail presence at Micro Center, B&H Photo Video, Costco Canada, and online BestBuy.com, while the brand expands internationally including MediaMarktSaturn Germany, Thailand, and Hong Kong.

Positive

• 200 Best Buy stores nationwide carry VITURE XR Glasses
• In-store demos for 2D and 3D viewing and gaming
• Luma Pro $499 available in stores and on BestBuy.com
• Pro Mobile Dock $159 available in stores for Switch gaming
• Expanded retail footprint: Micro Center, B&H, Costco Canada and MediaMarktSaturn Germany

Negative

• Competitor demos present: Meta Ray-Ban Display at Best Buy
• Initial rollout limited to 200 stores, not full nationwide shelf presence

Insights

Retail & Channel Strategy Expert

Best Buy placement of VITURE in 200 stores materially raises consumer trial and distribution reach.

Placement in 200 Best Buy stores converts online-only availability into hands-on retail demos, shortening the consumer evaluation cycle and lowering friction for adoption.

Success depends on in-store execution: demo quality, staff familiarity, traffic in those specific stores, and inventory levels for the $499 Luma Pro and accessories like the $159 Pro Mobile Dock. Weak demos or stockouts would blunt impact.

Watch store sell-through rates, demo-to-conversion ratios, and inventory replenishment over the next 90 days to judge whether this rollout improves sustained retail traction.

Product Adoption & Market Positioning Expert

In-store demos plus multi-platform compatibility strengthen VITURE's experiential differentiation and purchase justification.

Hands-on demos highlighting SONY micro-OLED clarity and Switch support address the key barrier for XR: seeing the experience in person. Pricing data ($499 Luma Pro, $159 dock, $79 controller/adapter) gives consumers clear purchase options across use cases.

Risks include overpromising store messaging and unclear comparison points versus other display products; maintain concise demo scripts and measurable demo KPIs. Monitor conversion and accessory attach rates across the first quarter post-launch to assess product-market fit in physical retail.

SAN FRANCISCO, Oct. 27, 2025 /PRNewswire/ -- VITURE, the global leader in everyday XR wearables, today announced that its award-winning VITURE XR Glasses are launching in 200 Best Buy stores across the United States, marking the first time consumers can experience full-display XR eyewear in person at a major U.S. electronics retailer.

With this rollout, VITURE becomes one of the first XR brands to bring full-display extended reality glasses to retail shelves across America, giving shoppers a hands-on look at the future of immersive entertainment, productivity, and gaming.

Experience VITURE: The Clarity King of Display Glasses

VITURE's XR lineup has been praised by gamers and creators alike as the "Clarity King," delivering the sharpest, most vibrant visuals in its class with cinematic-grade SONY micro-OLED displays and unmatched brightness powered by VITURE's proprietary optical module.

Gamers describe VITURE as a never-go-back experience; once you see and play on these glasses, there's simply no substitute.

The in-store demo experience at Best Buy allows customers to explore 2D and 3D viewing, including hands-on tests in the gaming section that showcase VITURE's XR technology in action.

In addition, with VITURE offering the first-ever immersive gaming experience for both Nintendo Switch and Switch 2, players can now pick up the VITURE Pro Mobile Dock, an essential accessory for Switch gaming, directly in-store.

Find your nearest Best Buy store here:https://www.viture.com/shopping-channels

VITURE Brings XR Glasses In-Store with Best Buy Debut

Until now, XR glasses have been largely available only through online channels. VITURE's Best Buy debut marks a major milestone for the entire category, making it possible for shoppers to see, feel, and experience spatial computing firsthand — no longer limited to the online buying experience.

"We were honored to be the first display glasses brands to go live on BestBuy.com last year — and now, as we expand into offline retail, we're bringing our vision of accessible XR even closer to reality," said Emily Wang, Co-Founder and CMO of VITURE.

"Customers have been asking for an in-person way to try our glasses for years. By showcasing at Best Buy, one of the most popular electronics retailers, we're making extended reality as approachable as any other consumer technology."

Retail Growth Across North America and Beyond

The Best Buy launch builds on VITURE's rapid retail expansion across major consumer and enterprise channels. In North America, the brand has seen strong retail performance at Micro Center, B&H Photo Video, and Costco Canada, as well as online sales through Best Buy U.S. and other leading retailers.

Globally, VITURE continues to expand its footprint across Europe and beyond — becoming the first display glasses brand to go live on MediaMarktSaturn Germany, while also launching in Thailand, Hong Kong, and other key technology markets across South Asia — further driving its mission to make XR experiences accessible worldwide.

With the growing buzz around Meta's Ray-Ban Display demo at Best Buy, this launch arrives at the perfect time, giving shoppers the chance to explore the next evolution of XR technology and see why VITURE stands apart in clarity, comfort, and immersion.

Immersive Tech Built for Work and Play

The VITURE Luma XR Glasses let users work, play, and stream anywhere, transforming any space into a personal theater or workspace.

• Luma Pro ($499) – Available in stores & on BestBuy.com. Lightweight, everyday XR glasses designed for streaming, gaming, and productivity, featuring vivid SONY micro-OLED panels, ultra-sharp screen, high brightness, and adjustable frames.

VITURE is also known for its comprehensive line of accessories, offering full compatibility for gamers and XR enthusiasts:

• Pro Mobile Dock ($159) – Available in stores & on BestBuy.com. Made for Nintendo Switch & Switch 2. Perfect for co-op gaming and movie nights together.
• Pro Neckband  ($299 & $399) – Available on BestBuy.com. Power around your neck. The official partner of PXPlay & XBXPlay, offering multi-screen support, hand gestures, and total freedom.
• VITURE × 8BitDo Ultimate Mobile Gaming Controller   ($79) – Available on BestBuy.com. The world's first controller designed for XR glasses. Winning has never been this easy!
• USB-C XR Charging Adapter  ($79) – Available on BestBuy.com. Unlock the world's first XR experience for USB-C iPhones — with multi-screen viewing, Immersive 3D, real-time 2D-to-3D conversion, VR videos, and endless immersion.

VITURE XR Glasses support Windows, Mac, Android, iOS, Nintendo Switch and Switch 2, Steam Deck, PlayStation, Xbox, and more, bridging entertainment and professional use across all major platforms.

About VITURE

VITURE is a global pioneer in the XR industry, redefining immersive experiences and next-gen digital consumption through cutting-edge technology, sleek design, and user-centric innovations. According to IDC, VITURE has captured more than 50% market share in the U.S. extended reality glasses category since Q4 2024, establishing itself as a benchmark company in this field.

About Best Buy

Best Buy (NYSE: BBY) is the world's largest specialty consumer electronics retailer. Best Buy's purpose is to enrich lives through technology, which Best Buy do by providing their customers a unique mix of advice, products and services in our stores, online, and in homes.

Media Contact
pr@viture.com

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SOURCE VITURE

FAQ

What does VITURE launching in 200 Best Buy stores mean for BBY shoppers?

BBY shoppers can now try VITURE XR Glasses in person with in-store demos for 2D and 3D viewing and gaming.

Which VITURE products are available at Best Buy stores and on BestBuy.com?

The Luma Pro is available at $499 and the Pro Mobile Dock at $159; other accessories are on BestBuy.com.

When did VITURE begin the Best Buy retail rollout for XR Glasses?

VITURE launched its Best Buy in-store rollout on October 27, 2025 across 200 stores nationwide.

How does the Best Buy launch fit VITURE's broader retail strategy?

The Best Buy rollout builds on retail gains at Micro Center, B&H, Costco Canada, online BestBuy.com, and international expansion including MediaMarktSaturn Germany.

Will Best Buy shoppers be able to test VITURE with Nintendo Switch?

Yes; in-store demos include VITURE's immersive gaming experience for Nintendo Switch and Switch 2 using the Pro Mobile Dock.

How are VITURE XR Glasses positioned versus other demo units at Best Buy like Meta Ray-Ban?

VITURE highlights its Sony micro-OLED displays and 'Clarity King' positioning while acknowledging the presence of competing demos such as Meta Ray-Ban.