Optical retailer Warby Parker will open shop-in-shops at five Target stores in the second half of 2025 and plans to expand to additional locations in 2026. The new shop-in-shops are designed to complement the growing Target Optical business currently available at more than 500 Target stores. Warby Parker, which began as a DTC ecommerce retailer, now operates 276 of its own stores across the U.S. and Canada. Target is no stranger to housing other retail brands, including Ulta Beauty and Apple.
Each Warby Parker shop-in-shop will offer a full suite of products and services — including glasses, sunglasses, contacts, eye exams and vision tests.. The initial five shops, which will be staffed by Warby Parker employees, will operate at Target locations in Willowbrook, Ill.; Bloomington, Minn.; Brick, N.J.; Columbus, Ohio; and Exton, Pa.
“We’ve long offered our guests well-designed products at value, and our latest shop-in-shop partnership with Warby Parker continues that tradition,” said Christina Hennington, EVP and Chief Strategy and Growth Officer at Target in a statement. “As we test and learn with this new partnership — bringing Warby Parker’s expertise into select stores — we’re enticing new consumers to discover more of Target.”
New Retail Format Aligns with Warby Parker’s Ongoing Growth Plans
Warby Parker has been on an aggressive growth path in recent years. The retailer reported a 12% revenue increase in March 2024, opened 40 stores in 2023 and planned to open the same number in 2024. In November 2024 Warby Parker transformed one of its New York City stores into a “love letter” to local artists.
Advertisement
“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 in a statement. “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 to more people around the country.”
