Target is expanding its in-store offerings through a partnership with glasses retailer Warby Parker.
The collaboration will introduce dedicated eyewear shops providing glasses, sunglasses, contact lenses and vision care services.
The first five Warby Parker at Target shops will open in late 2025 in Willowbrook, Illinois, Bloomington, Minnesota, Brick, New Jersey, Columbus, Ohio and Exton, Pennsylvania. Additional locations are also planned for 2026.
Each shop will be staffed by Warby Parker employees and will provide eye exams, vision tests, and prescription eyewear starting at $95.
“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,” said Christina Hennington, executive VP and chief strategy and growth officer at Target.
“Warby Parker at Target reflects both brands’ commitment to style, affordability, quality and convenience.”
The move aligns with Target’s broader in-store retail strategy, which has already seen partnerships with major brands, most recently with sportswear giant Champion.
Warby Parker, which began as an online brand in 2010, now operates 276 standalone stores in the US and plans to add 45 more in 2025, including these Target locations.
“From day one, Warby Parker’s mission has been to provide vision for all,” added Dave Gilboa, co-CEO and co-founder of Warby Parker.
“A big part of that commitment means meeting eyewear consumers where and how they want to shop – and for many of our customers, that means shopping at Target.
“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.”
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