We note this week that Ray-Ban Stories smartglasses are quietly expanding their retail footprint across more countries in Europe.

First launched in 6 markets, such as the US and UK, during Sep 2021, an additional 4 countries are now being added for Apr 2022. They are Austria, Belgium, France, and Spain. This brings the total to 10 countries, representing two-fifths of the entire global smartglasses industry.

This is good news. Despite extensive hype for a decade, like Google Glass, there have so far been no blockbuster smartglass products. Ray-Ban Stories with Meta (Facebook) are not yet a blockbuster. But their European expansion suggests someone is buying them -- and demand may be higher than many think.