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You can now buy an Oura Ring, and get it sized, right in a Target

Once available mostly online, the wearable makes its way to yet another retail chain.
Written by Nina Raemont, Associate Editor

The Oura Ring has gotten so popular over the past few years that you now can buy the smart ring at Target. The retailer announced a partnership with Oura on Tuesday to grow the wearable's in-store retail footprint. 

Also: Oura Ring users can now test upcoming health features for free

When you shop for the Oura Ring at a Target location, you can try out the in-store sizing experience, instead of waiting to receive a sizing kit by mail, confirming your size, and receiving a ring of your own a few days or weeks later. If you're shopping for the Oura Ring online, however, you'll get a $10 gift card when you purchase an Oura sizing kit, which can be applied to any future Target or Target.com purchase, including an Oura Ring.

Unlike a smartwatch, which can be adjusted through wristband straps, a smart ring is not as flexible and requires a perfect finger fit. Most smart ring brands mail you a sizing kit prior to shipping the ring, extending how long you have to wait before receiving the product. This in-store sizing experience should eliminate that wait time altogether.

"We're excited to be working with a like-minded brand to make Oura Ring accessible to more people, including women, who are often overlooked when it comes to health products and services. Together, we can help improve the lives of our shared customers through personalized health insights across Sleep, Activity, Stress & Resilience, Women's Health, and more," Oura CMO Doug Sweeny said in a statement. 

The Oura Ring might seem like a niche product, but the smart ring market could rival the smartwatch in time. Its market size is expected to grow to a $1 billion industry by 2032, according to a recent report by DataHorizzon Research. Some companies, like Target and Oura, clearly aim to stay ahead of this growth: What was once a novel wearable is now a product you can pick up alongside your bag of chips and Advil. 

Also: The best smart rings you can buy

This is the second retailer that lets you buy an Oura Ring in-store. Best Buy launched an international partnership with the brand in 2023. Amazon began selling the smart ring on its e-commerce website in March 2024. 

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