- 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.
