Target and Warby Parker Team Up to Bring Stylish, Affordable Eyewear to More Consumers

Rhea-AI Summary

Target (NYSE: TGT) and Warby Parker (NYSE: WRBY) have announced a strategic partnership to launch Warby Parker shop-in-shops within select Target stores. The initiative will debut with five locations in the second half of 2025 across Illinois, Minnesota, New Jersey, Ohio, and Pennsylvania.

The shop-in-shops will offer Warby Parker's complete eyewear experience, including glasses, sunglasses, contacts, eye exams, and vision tests, with prices starting at $95 for prescription lenses. The locations will be staffed by Warby Parker employees and will be integrated into Target.com's shopping experience.

The partnership complements Target's existing optical business, which operates in over 500 stores. Additional shop-in-shops are planned for 2026, with potential for further expansion in subsequent years. The new locations will be established in Target stores without existing optical offerings.

Positive

• Strategic expansion of Target's optical business through premium brand partnership
• Additional revenue stream through new shop-in-shop concept
• Digital integration with Target.com enhances omnichannel presence
• No cannibalization of existing Target Optical business due to strategic location planning

Negative

• initial rollout to only 5 locations in 2025
• Significant delay until implementation (2025 launch)
• Requires dedicated store space and staffing resources

• New Warby Parker at Target shop-in-shops will offer guests designer-quality eyewear as well as contacts and eye exams
• Five shop-in-shops will debut in 2025 with plans to open more in the years ahead

MINNEAPOLIS and NEW YORK, Feb. 27, 2025 /PRNewswire/ -- Target Corporation (NYSE: TGT) and Warby Parker (NYSE: WRBY) are partnering to bring designer-quality, affordable eyewear to even more consumers through the retailer's newest shop-in-shop, Warby Parker at Target.

Each Warby Parker at Target shop-in-shop will offer products and services — including glasses, sunglasses, contacts, eye exams and vision tests — that are consistent with the eyewear brand's current omnichannel experience. The first five locations, which will be staffed by Warby Parker employees, will open in the second half of 2025 at the following Target stores:

• Willowbrook, IL
• Bloomington, MN
• Brick, NJ
• Columbus, OH (Polaris)
• Exton, PA

Beginning with the opening of the first shop-in-shop location, Warby Parker at Target will also be discoverable through Target.com. Additional shop-in-shops are slated to open in 2026, with the opportunity for more in the coming years. The new partnership complements the retailer's growing Target Optical business, which offers a range of products and services at more than 500 Target stores across the country.

"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 vice president and chief strategy and growth officer, Target. "Warby Parker at Target reflects both brands' commitment to style, affordability, quality and convenience. 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."

"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."

A vision of newness

Warby Parker at Target puts affordable, designer-quality eyewear within reach of even more consumers, with prices starting at $95, including prescription lenses. It will open in locations without existing Target Optical offerings.

About Target

Minneapolis-based Target Corporation (NYSE: TGT) serves guests at nearly 2,000 stores and at Target.com, with the purpose of helping all families discover the joy of everyday life. Since 1946, Target has given 5% of its profit to communities, which today equals millions of dollars a week. Additional company information can be found by visiting the corporate website and press center.

About Warby Parker

Warby Parker (NYSE: WRBY) was founded in 2010 with a mission to inspire and impact the world with vision, purpose, and style — without charging a premium for it. Headquartered in New York City, the co-founder-led lifestyle brand pioneers ideas, designs products, and develops technologies that help people see, from designer-quality prescription glasses (starting at $95) and contacts to eye exams and vision tests available online and in 276 retail stores across the U.S. and Canada.

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SOURCE Target Corporation

FAQ

When will the first Warby Parker shop-in-shops open at Target (TGT)?

The first five Warby Parker shop-in-shops will open in the second half of 2025 at Target locations in Willowbrook, IL; Bloomington, MN; Brick, NJ; Columbus, OH; and Exton, PA.

How much will Warby Parker glasses cost at Target (TGT) locations?

Prices for Warby Parker eyewear at Target will start at $95, including prescription lenses.

What services will be available at Warby Parker shop-in-shops in Target (TGT)?

The shops will offer glasses, sunglasses, contacts, eye exams, vision tests, and will be staffed by Warby Parker employees.

How does the Warby Parker partnership affect Target's (TGT) existing optical business?

The partnership complements Target's existing optical business, which operates in over 500 stores, and new Warby Parker locations will open in stores without current Target Optical offerings.