Case study: Oura (Wearables / Health Tech). Oura opened eight EMEA markets in 18 months, with nonplusultra as its retail team. The smart ring category leader came to Europe with retailers asking for it and almost no retail organisation of its own. nonplusultra built that organisation: the first retailer live in under 100 days, and sell-out up 146% year on year in spring 2026. Challenge: By mid-2024 Oura had defined the smart ring category in the US, and Europe's electronics retailers wanted it on their shelves. Its international team was a handful of people. Building a retail organisation of its own would have taken twelve months or more, while the retailer demand was there already. In August 2024 Oura chose nonplusultra after a pitch, and added the Middle East in a second pitch that November. The goal written into the first one was to make Oura a retail champion in Europe, starting with the key accounts of the core markets: MediaMarktSaturn in Germany, Digitec Galaxus in Switzerland, El Corte Inglés in Spain and Fnac in France. Approach: nonplusultra took on Oura's retail across Central and Eastern Europe, Southern Europe and the Middle East as one team: key account management, a joint business plan with each retailer, forecasting and launch management. Our field team visited the stores, trained the sales staff and rolled out the fixtures, from endcaps and countertop displays at MediaMarkt and Saturn to try-on displays where a customer finds the right ring size and colour on the spot. Behind it runs Oura's master sell-out report for EMEA, weekly and automated across every retailer, so each account conversation starts from the same numbers. In February 2026, with Oura's own team in place, we handed account management for Southern Europe and the Middle East to Oura and kept running the field work there. Outcome: Digitec went live in mid-January 2025, under 100 days after the start. MediaMarktSaturn in Germany, Europe's largest consumer electronics retailer, followed online and in its stores within six months, and Ring 4 reached retail market by market through 2025. During the July 2025 promotion at MediaMarktSaturn, Oura reported sell-out 40% above the preceding weeks. In calendar weeks 9 to 21 of 2026, Oura's sell-out ran 146% above the same weeks of 2025. For the Ring 5 launch on 28 May 2026, every EMEA retail partner went live on the same day. Results: 8 EMEA markets, 18 months, <100 days To first retailer, +146% Sell-out YoY, CW 9-21 2026, 1 day Ring 5 launch, EMEA-wide.

Wearables / Health Tech

Oura opened eight EMEA markets in 18 months, with nonplusultra as its retail team.

The smart ring category leader came to Europe with retailers asking for it and almost no retail organisation of its own. nonplusultra built that organisation: the first retailer live in under 100 days, and sell-out up 146% year on year in spring 2026.

A woman leaning out of a taxi window, wearing an Oura Ring

nonplusultra ran Oura's EMEA retail from the first listing: key accounts, fixtures and training in store, and one weekly sell-out report across every retailer.

EMEA markets, 18 months

<100 days

To first retailer

+146%

Sell-out YoY, CW 9-21 2026

1 day

Ring 5 launch, EMEA-wide

Challenge

By mid-2024 Oura had defined the smart ring category in the US, and Europe's electronics retailers wanted it on their shelves. Its international team was a handful of people. Building a retail organisation of its own would have taken twelve months or more, while the retailer demand was there already. In August 2024 Oura chose nonplusultra after a pitch, and added the Middle East in a second pitch that November. The goal written into the first one was to make Oura a retail champion in Europe, starting with the key accounts of the core markets: MediaMarktSaturn in Germany, Digitec Galaxus in Switzerland, El Corte Inglés in Spain and Fnac in France.

Approach

nonplusultra took on Oura's retail across Central and Eastern Europe, Southern Europe and the Middle East as one team: key account management, a joint business plan with each retailer, forecasting and launch management. Our field team visited the stores, trained the sales staff and rolled out the fixtures, from endcaps and countertop displays at MediaMarkt and Saturn to try-on displays where a customer finds the right ring size and colour on the spot. Behind it runs Oura's master sell-out report for EMEA, weekly and automated across every retailer, so each account conversation starts from the same numbers. In February 2026, with Oura's own team in place, we handed account management for Southern Europe and the Middle East to Oura and kept running the field work there.

Outcome

Digitec went live in mid-January 2025, under 100 days after the start. MediaMarktSaturn in Germany, Europe's largest consumer electronics retailer, followed online and in its stores within six months, and Ring 4 reached retail market by market through 2025. During the July 2025 promotion at MediaMarktSaturn, Oura reported sell-out 40% above the preceding weeks. In calendar weeks 9 to 21 of 2026, Oura's sell-out ran 146% above the same weeks of 2025. For the Ring 5 launch on 28 May 2026, every EMEA retail partner went live on the same day.

Where Oura sells