B8ta is a US showrooming chain that is largely focused on gadgets in the US but its third Japanese store has shifted to categories that draw in more Japanese consumers, including beauty products and food.
The US retail as a service company, opened its third Japanese store last month in Shibuya. Unlike the first two, which emulated the US model of providing space for rent to mostly gadget brands, the Shibuya location is more experiential and includes new categories such as food and a lot more beauty/cosmetics gadgets and products. Beauty items include the hit gadget, Denki Bali Brush, which retails for JPY 198,000 thanks to claims of scalp and skin rejuvenation.
There is also a cafe offering vegan dumplings, sugar-free granola and tea/incense sets. Customers downloading the app in-store receive one set of free dumplings and coffee at JPY 88 a cup instead of the usual JPY 500. 40 companies had merchandise on display at the launch, of which at least 25 per cent are food and 25 per cent are beauty and health brands.
