Illustration by Kristen Radtke / The Verge

Soon, you’ll be able to pick up a pair of Sony’s OTC (over-the-counter) hearing aids at one of HearUSA’s 350 hearing centers or through its online store. Founded in 1987, HearUSA operates a network of retail stores that help consumers directly buy prescription — and now OTC — hearing aids.

Both Sony’s CRE-C10 and CRE-E10 models will be available starting in early 2023, though no firm date was provided. Sony, which has long been a leading headphone maker, first announced it was entering the OTC hearing aid market back in September.

The partnership between HearUSA and Sony isn’t surprising. HearUSA is owned by Denmark’s WS Audiology, which also owns popular hearing aid brands Signia and Widex, among others. It’s also the company Sony…

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