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Best Buy Launches Meta Lab Shop-in-Shop Experience in 50 U.S. Stores
Best Buy Co. Inc. is turning a handful of its stores into high‑tech playgrounds, announcing that a new Meta Lab shop‑in‑shop concept will open in 50 U.S. locations this summer. The first labs will debut in San Carlos, California; Woodland Park, New Jersey; Greenville, South Carolina; and Columbus, Ohio, according to a May earnings call where incoming CEO Jason Bonfig unveiled the initiative.
Each Meta Lab will occupy roughly 900 square feet inside a Best Buy storefront, a space designed to let shoppers immerse themselves in Meta’s full lineup of augmented‑ and virtual‑reality gear, from AI‑enabled smart glasses to VR headsets. A Monday press release detailed interactive demos, smart mirrors that automatically adjust lighting and temperature for optimal viewing, and personalized fitting stations that use sensors to recommend the best device for a customer’s needs.
Patrick McGinnis, Best Buy’s chief merchandising officer, said the labs offer an experience “that can’t be found at any other retailer” and that the company is “bringing what’s next to life.” The statement underscores Best Buy’s intent to position itself as a destination for cutting‑edge technology rather than a traditional electronics retailer.
The launch follows a broader strategy shift announced earlier this year. Best Buy is expanding its footprint with more medium‑ and small‑format stores and repurposing empty space in larger locations. In addition to the Meta Labs, the company plans to open an outdoor experience at 20 sites under its Yardbird subsidiary. Yardbird focuses on outdoor and lifestyle products, and the new experience will feature pop‑up displays and hands‑on demonstrations.
Best Buy has also continued its shop‑in‑shop program with other partners. In 2025 the retailer opened Ikea‑branded spaces in 10 U.S. stores to help customers plan kitchens and storage. The partnership was expanded in May to include consultation rooms inside select Ikea stores, allowing customers to receive design advice while shopping.
Financially, Best Buy reported that its first‑quarter 2025 enterprise revenue rose 2% to $8.9 billion, with comparable sales also up 2%. Net earnings for the quarter grew nearly 37% to $276 million, reflecting the company’s ongoing focus on higher‑margin services and experiential retail.
At present, the Meta Lab rollout is limited to 50 stores, with the remaining locations slated for later in the summer. Best Buy has not yet announced a timeline for expanding the concept beyond the initial sites. The company will likely monitor customer engagement and sales data from the first labs before deciding on a broader rollout. Investors and analysts will watch the initiative’s impact on foot traffic and average transaction value, as well as how it fits into Best Buy’s long‑term strategy to compete with online retailers and other technology‑focused stores.
Each Meta Lab will occupy roughly 900 square feet inside a Best Buy storefront, a space designed to let shoppers immerse themselves in Meta’s full lineup of augmented‑ and virtual‑reality gear, from AI‑enabled smart glasses to VR headsets. A Monday press release detailed interactive demos, smart mirrors that automatically adjust lighting and temperature for optimal viewing, and personalized fitting stations that use sensors to recommend the best device for a customer’s needs.
Patrick McGinnis, Best Buy’s chief merchandising officer, said the labs offer an experience “that can’t be found at any other retailer” and that the company is “bringing what’s next to life.” The statement underscores Best Buy’s intent to position itself as a destination for cutting‑edge technology rather than a traditional electronics retailer.
The launch follows a broader strategy shift announced earlier this year. Best Buy is expanding its footprint with more medium‑ and small‑format stores and repurposing empty space in larger locations. In addition to the Meta Labs, the company plans to open an outdoor experience at 20 sites under its Yardbird subsidiary. Yardbird focuses on outdoor and lifestyle products, and the new experience will feature pop‑up displays and hands‑on demonstrations.
Best Buy has also continued its shop‑in‑shop program with other partners. In 2025 the retailer opened Ikea‑branded spaces in 10 U.S. stores to help customers plan kitchens and storage. The partnership was expanded in May to include consultation rooms inside select Ikea stores, allowing customers to receive design advice while shopping.
Financially, Best Buy reported that its first‑quarter 2025 enterprise revenue rose 2% to $8.9 billion, with comparable sales also up 2%. Net earnings for the quarter grew nearly 37% to $276 million, reflecting the company’s ongoing focus on higher‑margin services and experiential retail.
At present, the Meta Lab rollout is limited to 50 stores, with the remaining locations slated for later in the summer. Best Buy has not yet announced a timeline for expanding the concept beyond the initial sites. The company will likely monitor customer engagement and sales data from the first labs before deciding on a broader rollout. Investors and analysts will watch the initiative’s impact on foot traffic and average transaction value, as well as how it fits into Best Buy’s long‑term strategy to compete with online retailers and other technology‑focused stores.
