ŌURA ESTABLISHES FIRST CONCEPT STORE IN HARRODS, EXPANDING PHYSICAL RETAIL PRESENCE

ŌURA, known for its smart rings, has opened a dedicated concept retail space inside Harrods, the Knightsbridge-based luxury department store. The space allows customers to explore, size, and purchase the latest Oura Ring 4 models.

This initiative aligns with Harrods' annual tech month programming, where ŌURA has secured multiple shop windows for visibility. It marks the company's initial foray into a branded physical retail format within a major luxury retailer, targeting affluent consumers interested in health monitoring devices.

The rollout coincides with the October 1 release of the Oura Ring 4 Ceramic edition. Available exclusively at Harrods in four finishes—Tide, Cloud, Petal, and Midnight—the ceramic variant is priced at £499 across all options. Buyers can opt for ŌURA's membership program at £5.99 per month or £69.99 annually, with ring sizes ranging from 4 to 15. The standard Oura Ring 4 is also stocked, offered in Gold, Silver, Rose Gold, Stealth, Black, and Brushed Silver finishes.

George Abbott, ŌURA's Director of International, commented on the partnership: "Harrods is an iconic, world-famous retailer, and we’re proud to debut ŌURA’s first concept store within such a landmark destination. This partnership is about placing health and design at the centre of luxury culture, showing that wellbeing and elegance belong side by side. With our first ever concept store, we’re bringing the ŌURA experience into a new dimension: a physical, ŌURA-dedicated space where visitors can size, try on, and explore Oura Ring 4 and Oura Ring 4 Ceramic with the support of our dedicated specialists."

For ŌURA, which reported €100 million in revenue for 2023 and shipped over 1.5 million rings that year, this move supports its strategy to grow beyond direct-to-consumer e-commerce. The company raised $100 million in Series C funding in 2021 at a $2.55 billion valuation and has since focused on product iterations and market expansion into Europe and Asia. Harrods' footfall—estimated at 15 million visitors annually—provides direct access to high-net-worth individuals, potentially accelerating adoption among premium demographics.

ŌURA's rings track sleep, activity, and recovery metrics via integrated sensors, with the fourth-generation model introducing improved battery life and sizing accuracy. The ceramic variant emphasizes durability and aesthetic appeal for luxury positioning. Availability at Harrods is limited to in-store purchases, complementing ŌURA's online channels.