Experiential retailer b8ta officially shut down its U.S. brick-and-mortar operations on Feb. 18, 2022, according to the company website. The brand’s international businesses, b8ta Japan and b8ta MENA in the UAE, remain operational, and the Japanese business has acquired the brand’s licenses in Japan, according to TechCrunch.
“It was an amazing seven years, and we are incredibly thankful to our employees, investors, partners, and shoppers,” said b8ta in a message to its U.S. community. “We had an amazing run. We hosted millions of shoppers, helped thousands of brands launch their products and inspired people all over the globe about technology and the future. Thanks for everything.”
The company’s decline likely began when b8ta’s U.S. brick-and-mortar presence was severely challenged by COVID-19. In March 2020, b8ta furloughed approximately 250 retail associates and laid off nearly half its corporate employees due to store closures. The remaining employees received pay cuts, though the retailer also provided a one-time relief check of $1,000 for remaining full-time employees and $500 for part-time employees.Retail Touch Points