The Oculus Rift virtual reality (VR) headset has gone on sale in UK retailers.
The device has been available online since early this year but high demand has seen customer orders delayed.
Oculus' £549 headset is to buy in store from retailers including John Lewis, Currys PC World and Game, as wellas online from Amazon.
While the release has been celebrated by consumers, the channel has voiced its disapproval at Oculus' distribution model which has seen independent retailers and distributors overlooked.
Utopia Computers managing director Craig Hume said: “They’ve unfortunately misunderstood the market. I think Oculus would be surprised at just how well indies can shift these units.”
This might backfire for Oculus as many in the channel seem to prefer HTC's more expensive Vive device.
Overclockers UK managing director Steve Ling says: “A lot of people have been sceptical about VR but have tried out the Vive with us and think it’s so amazing, they now want to get one."
The Vive is still unavailable in retailers but the Sony PlayStation VR – released next month – will be widely available at a cheaper price and will, perhaps more importantly, not require an expensive PC setup.