If you want one of Snap Inc.’s Spectacles, you no longer have to find a randomly located Snapbot and then stand in line to buy one of the elusive $130 gadgets. Starting today, you can purchase them on Spectacles.com.
Following the ecommerce launch, the company’s pop-up store in New York City will close down in a development that’s been expected since January. But Snapbots—the high-tech vending machines that had been the only place to buy Spectacles—will continue to appear in locations around the U.S. following a brief break.
Snap, which owns the popular app Snapchat, first revealed Spectacles at a private event in early September 2016. The devices first went on sale last Nov. 10 via a few Snapbots that toured the country.
Spectacles are souped-up sunglasses that record video, via an integrated camera, from the wearer’s eye-level perspective. Users can then upload 10-second video clips to the Snapchat platform via a smartphone synced through Bluetooth or WiFi. (Check out the brand’s video below.)
It’s unclear at this time whether the company will launch an advertising campaign to drive people to the Spectacles website. The ecommerce move comes ahead of Snap’s IPO, which is expected to take place as early as March 2. According to the latest estimates, shares will sell for $14-$16 each, placing the company’s overall valuation at $19.5 to $22.2 billion.
In the past, Snap CEO Evan Spiegel has said that his outfit should be considered “a camera company,” which appears to be a wise message in terms of courting investors who may not want the Venice, Calif.-based firm to be totally dependent on Snapchat’s ad sales. The app has 158 million daily users and made $404.5 million in revenue during 2016. It stands to make close to $1 billion this year, according to eMarketer.