b8ta (formerly known as Beta Retail) is a company that provides businesses with a service to display their tech products in retail areas. b8ta was founded in 2015 by Phillip Raub, Vibhu Norby, and William Mintun. As of 2018, b8ta operates as a subsidiary of Macy’s due to the department store’s minority shareholder status in b8ta. b8ta aims to provide companies with a space to display and showcase their products to customers (wiki). The company is based in San Francisco, California.
b8ta provides business with the space to display their electronic products. These retail spaces are located in malls, some of them inside the department store. Customers who visit these store are allowed to try the products; with this, b8ta tracks the user behavior which businesses can use as information to improve their product.
Since 2015, b8ta has raised $38.5 million through four funding rounds. Its most recent round was a Series B held in June 2018, amassing $19 million. b8ta has received funding from 15 investors, with two among them as lead investors. Several past investors in b8ta are Khosla Ventures, Sound Ventures, Peak State Ventures, C31 Ventures, and Plug and Play.