Empire State Review Team 
Target Unveils Warby Parker Eyeglass Shops in Select Stores
Target has announced an innovative partnership with Warby Parker to introduce “shop-in-shop” eyeglass stores across five locations this year. This collaboration aims to enhance the shopping experience for eyewear consumers by providing a range of products and services within the Target environment.
Locations of New Warby Parker Shops
The first Warby Parker at Target locations are set to debut in the latter half of the year at the following sites:
- Willowbrook, Illinois
- Bloomington, Minnesota
- Brick, New Jersey
- Columbus, Ohio
- Exton, Pennsylvania
Services Offered
The Warby Parker shops within Target will offer a comprehensive selection of eyewear-related services, including:
- Eyeglasses
- Prescription sunglasses
- Contact lenses
- Eye exams
- Vision tests
These offerings will align with Warby Parker’s established omnichannel retail model. Furthermore, customers will be able to explore Warby Parker products online via the Target website.
Future Expansion Plans
Both Target and Warby Parker have indicated that additional shop-in-shops are anticipated in 2024, with potential for further expansions in subsequent years. Warby Parker Co-CEO Dave Gilboa expressed enthusiasm about this initiative, stating that it represents a new retail format designed to broaden access to holistic vision care across the country.
Background on Warby Parker
Founded in 2010, Warby Parker has grown to include 276 standalone stores throughout the United States and Canada, in addition to its online business. The brand is dedicated to providing stylish eyewear at accessible prices, emphasizing a socially conscious mission to make vision care affordable for all.
Previous Retail Collaborations
This venture is not Target’s first foray into the shop-in-shop model. In 2020, Target launched “Ulta Beauty at Target” shops, aiming to include a total of 800 locations. Similarly, other retailers are exploring this format as a means to combine diverse shopping experiences under one roof, with Kohl’s recently initiating in-store Babies “R” Us sections.
