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Oura’s smart ring hits Target stores

Oura this morning announced that its smart ring will be available in select Target stores in the U.S. The deal, which also brings the wearable to the

It’s a good bit of validation for a company that almost singlehandedly legitimatized the smart ring as an alternative form factor to ubiquitous wrist-worn smartwatches and trackers. The period also saw high profile adoptions from sports leagues like the NBA, as the company touted health tracking that could potentially catch Covid-19 infections early. The company was faced with pushback when it announced that it would require the monthly fee to access certain features, though such criticism doesn’t appear to have had any major negative impact on Oura’s growth.

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