Target to Open Warby Parker Shop-in-Shops
Target and Warby Parker are partnering to offer eyewear to the retailer through a new shop-in-shop coming to select Target stores later this year.
The Warby Parkers are slated to open at the following Target locations in the second half of 2025:
- Willowbrook, Illinois
- Bloomington, Minnesota
- Brick, New Jersey
- Columbus, Ohio (Polaris location)
- Exton, Pennsylvania
Each Warby Parker at Target will offer glasses, sunglasses, contact lenses, eye exams and vision tests and will be staffed by Warby Parker employees — a move in line with the eyewear brand’s omnichannel experience.
Warby Parker at Target will also have a presence on Target.com, set to debut in tandem with the first shop-in-shop opening. Additional shop-in-shops are planned for 2026, with the possibility of more in the years to follow.
The new partnership complements the retailer's Target Optical business, located at more than 500 Target stores nationwide. The new shop-in-shops are opening in stores without existing Target Optical offerings.
"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, EVP and chief strategy and growth officer at Target, said in a media release. The collaboration "reflects both brands' commitment to style, affordability, quality and convenience. As we test and learn with this new partnership ... we're enticing new consumers to discover more of Target."
Target is no stranger to partnering with companies, such as Ulta, Apple and Disney, to create store-within-a-store experiences. It's also given digitally native brands a store presence. Recent examples include Lume, Grove and Winky Lux.
Target has had a flurry of activity in recent weeks, including revealing plans to release a collection of activewear and sporting goods with Champion, and adding new collections to its Pillowfort private label which feature Disney Princess and Marvel characters.
Warby Parker released its earnings today, including that it opened 41 stores during the year, ending 2024 with 276 stores.
