Target has announced a partnership that will bring trendy eyewear products and services to select locations.
The retailer said five stores are set to launch Warby Parker branded pop-ups, beginning in the second half of 2025. It’s the latest effort from the big-box retailer to boost limping sales.
The companies said their strategic alliance allows Warby Parker to expand its brick-and-mortar presence, while providing Target shoppers access to affordable eyewear starting at $95.
‘We’ve long offered our guests well-designed products at a value,’ Target’s executive vice president and chief strategy and growth officer, Christina Hennington, said in a press release.
‘Our latest shop-in-shop partnership with Warby Parker continues that tradition.’
The pop-ups locations will carry many of the same offerings as standard Warby Parker stores.
Customers can schedule eye exams and vision tests while trying on new glasses and prescription sunglasses. Shoppers can even place an order for new contacts.
The first five pop ups will launch in Willowbrook, IL; Bloomington, MN; Brick, NJ; Columbus, OH; and Exton, PA.
The retailer said five stores are set to launch Warby Parker branded pop-ups, beginning in the second half of 2025
Target said 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.
The pop-ups will open in locations without existing Target Optical offerings.
Customers have praised Warby Parker’s single-lense, fashionable glasses on Reddit: ‘Long time Warby Parker customer here. I absolutely love them,’ one commenter said on a thread.
However, other commenters have complained about material quality and uncomfortable bridges.
‘In my experience, the one and only advantage of Warby Parker is that they’re cheap,’ another Redditor wrote.
Customers have praised Warby Parker’s single-lense, fashionable glasses on Reddit (Pictured: Actress Rosario Dawson modelling the trendy glasses in 2021)
Warby Parker has nearly 300 of its own stores across the US and Canada
It is unclear whether Warby Parker will maintain a presence at Target stores following its 2025 run, but the retail chain said more stores are expected to launch next year.
Warby Parker, which was founded in 2010 and has a cult following among Gen Z and Millennial Americans, has nearly 300 of its own stores across the US and Canada.
It is not the first time Target has teamed up with brands.
In 2016, the chain began launching over 1,500 CVS pharmacies inside stores across the US.
And in 2021, the retailer inked a partnership with Ulta Beauty in more than 100 locations, according to USA Today.
Following the announcement of the brand partnership, Warby Parker’s stock soared 6 percent in early trading on Thursday.
