First Look: Diff Eyewear opens first of many brick-and-mortar stores
Digital-first eyewear brand Diff Eyewear is beginning its entry into the world of physical retail.
The brand opened its first brick-and-mortar store on Oct. 10 in Charleston, S.C., and has plans for 30 additional stores over the next three years. Diff’s second location is expected to open in the Tampa Bay area in spring 2027.
Diff says its retail concept is designed to position eyewear within a broader fashion and lifestyle environment. The stores will feature curated eyewear collections, limited-edition collaborations, immersive art and on-site eye exams.
“Physical retail stores are a natural next chapter for Diff,” said Bob Ross, CEO of Diff Eyewear. “We’ve spent the last decade building a deep understanding of our customer through our digital business, and we’re using those insights to shape a physical retail experience around how she shops, defines her style and expects value from a fashion brand."
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Image courtesy of Diff Eyewear -
Image courtesy of Diff Eyewear -
Image courtesy of Diff Eyewear -
Image courtesy of Diff Eyewear
Since its launch, Diff says it has grown its e-commerce business by approximately 20% annually and expects its wholesale business to reach more than 3,400 doors in 2027, including department stores, specialty retailers and fashion boutiques.
In addition to opening its first stores, the brand will soon launch a limited-edition collection in more than 1,200 Target locations, including an Emily in Paris capsule (December 2026) and a Diff x Target sunglass collection (January 2027). Beginning in next year, Diff will also begin servicing approximately 500 independent eye-care locations nationwide through its own optical wholesale channel.
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Founded in 2014, Diff sells sunglasses, Rx frames and bluelight-blocking glasses along with eyewear that revolves around “pop culture icons.” The brand’s products are designed in Los Angeles.
