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The retail stores that don't care if you buy anything

Photo illustration: Axios Visuals

Two years ago, B8TA launched as a physical outlet for tech gadgets otherwise sold only online, but it's now being embraced by traditional chains. Its secret sauce: introducing consumers to new product concepts, and not necessarily selling them anything.

Quick take: CEO Vibhu Norby's approach makes B8TA look as much a media company as a retailer, something he sees as a long-term trend.