Best Buy is rolling out a Meta shop-in-shop concept — dubbed Meta Lab @ Best Buy — to 50 stores this summer. The first locations to feature the spaces include San Carlos, California; Woodland Park, New Jersey; Greenville, South Carolina; and Columbus, Ohio.
The news was first mentioned by incoming Best Buy CEO Jason Bonfig during an earnings call in May. Meta Lab @ Best Buy shop-in-shops are about 900 square feet, intended to provide space for customers to test out Meta’s full product lineup of AI glasses and VR headsets, per a Monday press release. The spaces provide for interactive demos, smart mirrors, personalized fittings and more.
“Our customers are passionate about experiencing what’s next and they turn to Best Buy to bring it to life,” Patrick McGinnis, chief merchandising officer at Best Buy, said in a statement. “Meta Lab @ Best Buy is an experience customers can’t find at any other retailer and sets a new standard for how our customers will explore, play with and discover the latest cutting-edge tech.”
The debut comes amid a broader strategy shift at Best Buy in which the company is broadening its footprint with the opening of more medium- and small-format locations, and optimizing empty spaces at larger store formats. In addition to the Meta Lab shop-in-shops, the retailer plans to open an outdoor experience at 20 locations led by its Yardbird subsidiary.
Meta Lab @ Best Buy is the latest shop-in-shop initiative from Best Buy, which has also embarked on a partnership with home retailer Ikea’s U.S. business.
Best Buy in 2025 announced it would debut Ikea shop-in-shops focused on kitchen and storage planning at 10 locations. Building on that partnership, Best Buy in May revealed it would also open consultation spaces within select Ikea stores in the U.S.
Best Buy’s first quarter enterprise revenue increased 2% to $8.9 billion and comps grew 2%. The company’s net earnings grew nearly 37% to $276 million.
