diff --git a/dvc/command/experiments.py b/dvc/command/experiments.py
index a8d591f4ad..258c61b181 100644
--- a/dvc/command/experiments.py
+++ b/dvc/command/experiments.py
@@ -112,7 +112,11 @@ def _show_experiments(all_experiments, console, precision=None):
 
 class CmdExperimentsShow(CmdBase):
     def run(self):
-        from rich.console import Console
+        try:
+            from rich.console import Console
+        except ImportError:
+            logger.error("Missing experiments feature dependencies.")
+            return 0
         from dvc.utils.pager import pager
 
         if not self.repo.experiments:
diff --git a/scripts/ci/install.sh b/scripts/ci/install.sh
index f1a5defc02..585eba6614 100644
--- a/scripts/ci/install.sh
+++ b/scripts/ci/install.sh
@@ -8,7 +8,7 @@ scriptdir="$(dirname $0)"
 # NOTE: it is not uncommon for pip to hang on travis for what seems to be
 # networking issues. Thus, let's retry a few times to see if it will eventually
 # work or not.
-$scriptdir/retry.sh pip install .[all,tests]
+$scriptdir/retry.sh pip install .[all,tests,experiments]
 
 git config --global user.email "dvctester@example.com"
 git config --global user.name "DVC Tester"
diff --git a/setup.py b/setup.py
index b90e9b05af..77bb6d81b3 100644
--- a/setup.py
+++ b/setup.py
@@ -80,7 +80,6 @@ def run(self):
     "pygtrie==2.3.2",
     "dpath>=2.0.1,<3",
     "shtab>=1.1.0,<2",
-    "rich>=3.0.5",
 ]
 
 
@@ -138,6 +137,11 @@ def run(self):
     "filelock",
 ]
 
+# Extra dependencies for under development experiments feature
+experiments_requirements = [
+    "rich>=3.0.5",
+]
+
 if (sys.version_info) >= (3, 6):
     tests_requirements.append("black==19.10b0")
 
@@ -163,6 +167,7 @@ def run(self):
         "hdfs": hdfs,
         "webdav": webdav,
         "tests": tests_requirements,
+        "experiments": experiments_requirements,
     },
     keywords="data-science data-version-control machine-learning git"
     " developer-tools reproducibility collaboration ai",