On February 27, 2025, Target, the American discount department store chain, and Warby Parker, the New York-based eyewear brand, announced a new partnership. The two companies will launch “Warby Parker at Target,” a shop-in-shop concept within Target stores, offering designer-quality eyewear, contact lenses, vision exams, and more. This collaboration will allow Target to provide stylish and affordable eyewear to a larger number of consumers.
Five Locations Set to Open in the Second Half of 2025
The first five Warby Parker shop-in-shops will open in Target stores, staffed by Warby Parker employees. These shops will offer eyewear, sunglasses, contact lenses, vision exams, and vision screenings. Target plans to introduce these services to stores that currently do not offer optical services.
The shops will open in Target locations in Illinois, Minnesota, New Jersey, Ohio, and Pennsylvania. Warby Parker products will also be available on Target’s website, allowing customers to shop online. More shop-in-shops are scheduled to open in 2026.
Target’s New Partnership Strategy
This partnership is part of Target’s broader strategy of growth through numerous collaborations with other major brands, including Ulta Beauty, Apple, and Starbucks. It reflects Target’s commitment to maintaining its “pursuit of newness.”
Christina Hennington, Target’s Executive Vice President and Chief Strategy and Growth Officer, said, “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.”
Target’s Continued Focus on New Partnerships
In recent years, Target has continued to offer consumers fresh and exciting options through various new partnerships. Recently, Target announced a partnership with Champion, marking the brand’s return to Target after a five-year hiatus. Additionally, the addition of Peloton Apparel and a deal with FAO Schwarz to offer toys in-store and online are part of Target’s ongoing efforts to provide new choices to customers.
Warby Parker’s Growth and Meeting Consumer Needs
For Warby Parker, this partnership represents a significant step toward meeting consumers where they shop. Warby Parker co-founder and co-CEO Dave Gilboa commented, “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.”
Warby Parker reported net revenue of $190.6 million for Q4 2024, a 17% increase from the previous year. For the full year, net revenue rose 15.2% year-over-year to $771.3 million. Active customer numbers increased by nearly 8% to 2.5 million, and the company opened 41 new stores in 2024, bringing the total to 276 locations. Warby Parker plans to open an additional 45 stores in 2025.
Delivering New Value to Consumers
Through this new partnership, Target and Warby Parker aim to offer consumers fresh value, combining their expertise and convenient shopping experience to meet the growing demand for accessible, stylish eyewear.
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