Netgear has dipped its toes into the retail market with the launch of a co-branded store with electronics retailer B8ta at a prime location at the Santana Row luxury outdoor mall in San Jose, California.

The new concept store opening today is the first in the networking company’s 20-year history, inspired in part by the stores of other product makers, such as Apple. The store is more like a showroom, which is the kind of experience-focused retail that B8ta is creating to add more excitement for shoppers, said Phillip Raub, cofounder and chief marketing officer at B8ta, in an interview with VentureBeat.

“This is the first time we partnered with a brand where they have a lot of co-branding in the store,” Raub said.

Above: Philip Raub, cofounder of B8ta

Image Credit: Dean Takahashi

Netgear products take up about half the space in the store, which speaks to its transformation from a simple router and switch maker to the consumer tech product company it is today.

The store features Netgear’s Arlo Pro 2 wireless home security cameras, which are part of a family that has grabbed the No. 1 position in web-connected security cameras in the U.S. Netgear is also showing off its Orbi Wi-Fi extenders and its Nighthawk gaming routers, said Heidi Cormack, the company’s senior vice president of global marketing, in an interview.

Soon, Netgear will launch a smart outdoor security light, as well.

If there’s any place where this kind of gear will go over well, it’s in Silicon Valley.

Cormack said Netgear started looking at the concept a year ago, after it had success with other “store within a…

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