Target and Warby Parker Announce New In-Store Eyewear Shops

Target Corporation is set to elevate its storefront experience by introducing a select number of in-store “Warby Parker at Target” sections. This venture aims to enhance the shopping experience for eyewear enthusiasts and is expected to launch in the latter half of this year.

Initial Locations

The first wave of these “shop-in-shops” will be located in five Target stores spread across the United States. The selected sites include:

• Willowbrook, Illinois
• Bloomington, Minnesota
• Brick, New Jersey
• Columbus, Ohio
• Exton, Pennsylvania

Offerings and Services

Customers can anticipate a variety of eyewear products and services available at these new locations. The offerings will include:

• Prescription glasses and sunglasses
• Contact lenses
• Eye exams and vision tests

Both retailers emphasized that the Warby Parker at Target experience will be aligned with the brand’s established omnichannel approach, allowing customers to discover these new offerings easily through the Target website.

Future Plans for Expansion

In a statement, Warby Parker co-CEO Dave Gilboa expressed enthusiasm about this collaboration, stating, “We are excited to explore an entirely new retail format that brings holistic vision care offerings… to more people around the country.” The partnership is set to extend beyond the initial launch, with plans for additional in-store locations next year and potential for further expansion in the coming years.

A Look Back at Target’s Previous Collaborations

This collaboration is not the first instance of Target implementing “shop-in-shops.” Previously, the retailer partnered with Ulta Beauty to establish in-store locations, with a goal of rolling out up to 800 locations nationwide by 2020.

Industry Trends

The “store within a store” concept has gained traction in the retail industry, with various retailers adopting this model to enhance customer experience and boost sales. For example, Kohl’s recently initiated a partnership with WHP Global to introduce Babies “R” Us sections in their stores.

About Warby Parker

Founded in 2010, Warby Parker’s mission is to provide affordable eyewear while inspiring customers with its stylish designs, focusing on a consumer-friendly business model.

For further updates on this developing story, visit Fox Business.