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‘Retail As A Service’ Concept Store b8ta Coming to Melrose

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WEST HOLLYWOOD (Retail Dive) — B8ta, which calls itself a “retail as a service” platform, on Wednesday announced a new concept called “Forum” that pushes its focus beyond electronics and devices into fashion and lifestyle.

Its first Forum location, which includes tech-enabled dressing rooms, opens Nov. 15 on Melrose Avenue in the West Hollywood shopping district, according to a company press release emailed to Retail Dive.

Each brand partner is designing its own space and curating its brand experience, including product launches, community, influencer and VIP events, b8ta said. Its first anchor partner is women’s athleisure brand ALALA, and the store will otherwise feature a rotating selection of products […]

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