Beta launch

The concept is based around placing products including the Thync headband and Gi Flybike in physical stores at an earlier stage than retailers such as Target traditionally would.

Companies pay a subscription to have their products hosted in the store and in return b8ta provides real-time conversion metrics and enables brands to control how they market, sell and price their products.

‘We’re not focused on selling products,’ b8ta CEO Vibhu Norby told TechCrunch. ‘We’re focused on educating the customers about this stuff.’