Meta Platforms Inc. is planning to expand its physical retail presence beyond its current single store in Burlingame, California, to promote its extended reality (XR) and artificial intelligence (AI) products. The company, formerly known as Facebook, sells devices such as Quest VR headsets and Ray-Ban smart glasses at its existing location. This move aligns Meta with the retail strategies of competitors like Apple, which operates dedicated stores for its wearable technologies. Meta's XR ecosystem has grown substantially, with over 10,000 Quest apps available and a developer base that has increased 100-fold. The expansion of retail stores aims to boost sales amid a competitive smart glasses market, leveraging the success of selling over one million Quest devices. Additionally, Meta is collaborating with Palmer Luckey on XR devices for the U.S. military, highlighting the company's broader XR ambitions.