Target Partners with Warby Parker for In-Store Eyewear Shops
In an innovative retail move, Target announced the introduction of ‘Warby Parker at Target,’ a series of shop-in-shop experiences featuring the popular eyewear brand. This initiative will initially roll out at five select locations during the latter half of the year.
Initial Locations
The first locations set to feature these new eyeglass shops are:
- Willowbrook, Illinois
- Bloomington, Minnesota
- Brick, New Jersey
- Columbus, Ohio
- Exton, Pennsylvania
Services Offered
Shoppers can expect a comprehensive range of products and services at these new shops, including:
- Eyeglasses
- Sunglasses
- Contact lenses
- Eye exams
- Vision tests
These offerings will align with Warby Parker’s existing omnichannel shopping experience, and the new shops will also be available for browsing online via Target’s website.
Future Expansion Plans
Target and Warby Parker have revealed intentions to expand the ‘Warby Parker at Target’ concept, with plans for additional shops expected to be introduced next year and further opportunities in the future. Warby Parker co-CEO Dave Gilboa expressed enthusiasm about the collaboration, stating, “We are excited to explore an entirely new retail format that brings holistic vision care offerings to more people around the country.”
Background on Warby Parker
Founded in 2010, Warby Parker has established itself as a leader in the eyewear industry, focused on offering stylish vision solutions without excessive pricing. Currently, the company operates 276 retail locations across the United States and Canada, alongside its online presence.
Previous ‘Shop-in-Shop’ Ventures by Target
Target previously launched similar collaborations, such as the partnership with Ulta Beauty, aiming to create in-store locations called ‘Ulta Beauty at Target’. The retailer plans to have a total of 800 of these locations, demonstrating its commitment to diversifying in-store offerings.
Other retailers have also developed similar concepts, such as Kohl’s collaboration with WHP Global to introduce Babies “R” Us shops within select Kohl’s stores.
