Macy’s has partnered with b8ta, the retail-as-a-service startup that originally started as a way to let people try out new tech products. Macy’s has acquired a minority stake in b8ta and will use the startup to enhance The Market, an experiential-based retail concept at Macy’s. By partnering with b8ta, Macy’s envisions being able to scale its Market concept faster, Macy’s president Hal Lawton said in a statement. For b8ta, this is an additional source of revenue.

“At b8ta, we believe physical retail will thrive as a platform for discovering new products and brands,” b8ta CEO Vibhu Norby said in a statement. “Macy’s was the best partner for b8ta to scale our pioneering retail-as-a-service model to a breadth of categories like apparel, beauty, home, and more. With b8ta’s software platform and business model, product makers can go from solely selling online to launching their products with Macy’s in a few clicks. Our platform makes it easy for makers to deploy, manage, analyze, and scale amazing offline retail experiences.”

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