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Online eyewear brand eyebobs jumping into physical retail

A Minneapolis-based online eyewear brand known for its fashion-forward stylings and irreverent attitude is expanding into brick-and-mortar.

Eyebobs will open its first retail store on May 19, at Mall of America, Bloomington, Minn. The 868-sq.-ft. space will feature the brand’s signature eyebrow aesthetic and combine edgy design elements with splashes of yellow and twists on some of the world’s most iconic works of art.

The store will showcase the company’s full collection, including prescription frames, as well as grab-and-go options like readers and sunglasses, in distinctive — and sometimes daring — shapes, sizes and color options. Employees will provide customers with personal styling assistance to help them select the frame that best suits their personality.

Founded in 2001, eyebobs gained a cult following online for its boldly designed reading glasses. The company expanded into prescription eyewear in fall 2017.

“With plans for three-year revenue growth of over 30% at the conclusion of this year, now is the perfect time for eyebobs to disrupt the traditional brick-and-mortar eyewear experience,” said Mike Hollenstein, CEO. “Retail gives us the opportunity to bring our one-of-a-kind customer service experience to a whole new audience.”

Eyebobs first tested brick and mortar in October of 2017, when it opened a retail “lab” at its headquarters in Minneapolis. The success of the space provided the company with the momentum to move forward with brick-and-mortar. Eyebobs’ will open a store at Florida Mall, Orlando, Fla., in late summer. It will feature a similar design concept to the one at Mall of America.

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