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Target is introducing a handful of Warby Parker eyeglass “shop-in-shops” this year.
The retailer revealed Thursday that it and the eyeglasses seller are bringing in-store “Warby Parker at Target” shops to five Target locations during the second half of the year.
The first so-called “shop-in-shops” are set to appear within five Targets located in Willowbrook, Illinois; Bloomington, Minnesota; Brick, New Jersey; Columbus, Ohio; and Exton, Pennsylvania.
They 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,” Target and Warby Parker said. Warby Parker at Target will also be “discoverable” on Target’s website.
Shopping carts outside a Target store in Albany, California, on Nov. 18, 2024. (David Paul Morris/Bloomberg via Getty Images / Getty Images)
The two retailers said shoppers can expect to see additional “Warby Parker at Targets” next year “with the opportunity for more in the coming years.”
| Ticker | Security | Last | Change | Change % |
|---|---|---|---|---|
| TGT | TARGET CORP. | 122.50 | -1.54 | -1.24% |
| WRBY | WARBY PARKER INC. | 24.51 | +0.20 | +0.82% |
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Warby Parker co-CEO Dave Gilboa said the eyewear company was “excited to explore an entirely new retail format that brings holistic vision care offerings… to more people around the country.”
A Warby Parker store is seen in downtown Detroit on Feb. 7, 2022. (Stephen Zenner/SOPA Images/LightRocket via Getty Images / Getty Images)
Warby Parker has 276 of its own stores in the U.S. and Canada. It also does business online.
Target has done “shop-in-shops” before.
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In 2020, for instance, the retailer inked a partnership with Ulta Beauty to bring “Ulta Beauty at Target” in-store locations to a slew of Targets across the country. The retailer said it aimed to ultimately have 800.
Target and Warby Parker are teaming up. (PAUL J. RICHARDS/AFP via Getty Images / Getty Images)
Other retailers have also delved into the “stores within stores” concept.
Kohl’s has a deal with WHP Global, which owns Babies “R” Us, under which the Wisconsin-based retailer began standing up in-store Babies “R” Us shops within stores this past fall. It plans to have 200 total.
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Warby Parker was founded in 2010. It has said its mission is to “inspire and impact the world with vision, purpose, and style — without charging a premium for it.”
