Warby Parker to open in-store shops at Target
Customers at select Target stores will soon be able add Warby Parker glasses to their shopping list.
The discounter is expanding its in-store shop strategy and is partnering with Warby Parker to open in-store shops offering eyewear as well as eye exams. The first five Warby Parker at Target shop-in-shops will open in the second half of 2025 (locations at end of article). Additional shop-in-shops are slated to open in 2026, with the opportunity for more in the coming years.
The in-store shops will offer glasses, sunglasses, contacts, eye exams and vision tests. They will be staffed by Warby Parker employees and be consistent with Warby’s current omnichannel experience, Target said. Prices will start at $95, including prescription lenses.
The news comes the day after Target announced it is partnering with iconic sportswear brand Champion on a new line of activewear, sporting goods and accessories for adults and kids.
“We've long offered our guests well-designed products at a value, and our latest shop-in-shop partnership with Warby Parker continues that tradition," said Christina Hennington, executive VP and chief strategy and growth officer, Target. "Warby Parker at Target reflects both brands' commitment to style, affordability, quality and convenience.”
Founded online in 2010, Warby Parker currently operates 276 stores across the U.S. It plans to open 45 locations in 2025 (including the five in-store shops at Target.)
“From day one, Warby Parker's mission has been to provide vision for all," said Dave Gilboa, co-founder and co-CEO of Warby Parker. "A big part of that commitment means meeting eyewear consumers where and how they want to shop — and for many of our customers, that means shopping at Target. We're excited to explore an entirely new retail format that brings our holistic vision care offerings — from prescription glasses and contacts to eye exams — to more people around the country."
Target’s collaboration with Warby Parker comes as the retailer has ongoing partnerships with brands that include Apple, Disney, Kendra Scott, Levi's and Ulta.
The first five Warby Parker in-store shops will open at the following Target stores:
- Willowbrook, Ill.;
- Bloomington, Minn.;
- Brick, N.J.;
- Columbus, Ohio (Polaris); and
- Exton, Pa.
