Exclusive: Target to open Warby Parker shops in some stores
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The first five Warby Parker at Target shops are expected to open in the second half of 2025. Rendering provided by Target
Target is doubling down on its store-within-a-store strategy and will open small Warby Parker eyewear shops in some locations, the Minneapolis-based retailer shared exclusively with Axios Thursday.
Why it matters: Teaming up with national brands has helped Target attract consumers and grow sales.
- Target already has shop-in-shops with Apple, Disney, Levi's and Ulta Beauty in some of its stores.
- Other brands have also embraced the concept. Kohl's stores have Sephora shops while Macy's has Toys R Us shops.
Warby Parker to complement Target Optical business
The big picture: The first five Warby Parker shop-in-shops are expected to debut in the second half of 2025 with plans to open more in the future, Target told Axios.
- The shops will sell "designer-quality eyewear as well as contacts and eye exams."
State of play: Target says the new partnership complements its Target Optical business, which currently is in more than 500 stores.
- The Warby Parker shops will open in stores without existing opticals.
- Prices will start at $95.
What they're saying: "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," Christina Hennington, Target executive vice president and chief strategy and growth officer, said in a statement.
- Dave Gilboa, Warby Parker co-founder and co-CEO, said the eyewear company was "excited to explore an entirely new retail format that brings our holistic vision care offerings" to more people.
First Warby Parker at Target locations
Zoom in: The first five locations are planned for the following Target stores:
- Willowbrook, Illinois
- Bloomington, Minnesota
- Brick, New Jersey
- Columbus, Ohio (Polaris store)
- Exton, Pennsylvania
What's next: More Warby Parker shop-in-shops are slated to open in 2026, with "the opportunity for more in the coming years," Target said.
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