Toys“R”Us is back, and powered by b8ta.

Announcing our partnership with Tru Kids Brands. Learn more

our mission

Retail designed for discovery.

We think brick and mortar should be as easy, smart, and open as online.

The next generation of retail is all about discovery, and we are building the infrastructure and tools to power it. From our award-winning experiential stores in cities nationwide, to our powerful software & analytics platform used by retailers across the globe, we are the company shaping the future of shopping in person.

Our story

There's a big gap between the innovative products available online and what can be seen or tried in person. In 2015, we founded b8ta to create spaces where shoppers could try the latest products out of-the-box. To support our stores, we pioneered a model called Retail as a Service, whereby brands can easily sign up online to place their products, and use software to manage and analyze their store experience. What started as an experimental store in Palo Alto has grown into a network of stores nationwide that together make up the largest experiential retail footprint in the world.

In 2018, we opened up our Retail as a Service model and software platform to other retailers so that they could bring the best products and measure meaningful interactions in their own stores, and in 2019, we acquired Brickwork to extend the software platform online. Today, b8ta works with hundreds of product brands and retailers, enabling and powering their retail. In addition to operating dozens of b8ta stores across the United States, we power the re-imagined Toys“R”Us stores.

b8ta store with customers

Our team

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Phillip RaubPresident

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Vibhu NorbyCEO

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William MintunEVP Operations

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  • JanieceJaniece
    b8ta allows me to do what I love, utilize my creativity and bring passion to my profession. As the first person in the IT Support role, I have an immense pride in my work and I am honored to pave this path for others to follow. Most importantly I enjoy the collaborative atmosphere and opportunity to be apart of a company that is dedicated to making a difference in how we approach everyday life.
  • DomingoDomingo
    b8ta shifted my perspective on what retail is. We say everyone is all in, and we mean it. Within the first few days of opening our Austin store, our CEO was on the sales floor describing products to customers and our COO was helping with a merchandise move. We act as one team here.

Making headlines

  • tech-crunch logo

    b8ta raises $19 million Series B

  • forbes logo

    Will Macy's Ignite A New Era Of Legacy Retailer Innovation?

  • fortune logo

    Macy's Investment in Tech Startup b8ta Shows It's Serious About a Turnaround

Job openings

As a technology company building a better retail store for the world’s most innovative products, our team is full of extraordinary thinkers, creators, builders, early adopters, and rule-breakers. Our software-powered retail stores are popping up across the country, which is why we’d love to meet you.

We're based in San Francisco with multiple flagship stores and shop-in-shop locations across the country. We offer competitive salaries, benefits, and stock options for everyone.

View current openings

Contact information

Our Headquarters121 2nd Street6th FloorSan Francisco, CA 94105

For contact details by store, please visit our locations page.