Following news that Ulta Beauty is ending its in-store partnership with Target, another retailer has come into view: Warby Parker.
Select Target stores will soon include “shop-in-shop” locations of the eyewear company, offering customers glasses, sunglasses, and contacts, as well as such services as eye exams and vision tests.
Five Target locations will roll out the new feature this year, according to a statement from the retailer.
According to Warby Parker’s website, three of them — Willowbrook, Ill., Columbus, Ohio and Bloomington, Minn. — have already opened.
“Shop-in-shop” locations in Brick, N.J., and Exton, Pa. will open later this month, according to NJBIZ and PennLive.
Each of the first five locations will be staffed by Warby Parker employees.
More locations are in the works for 2026, with “the opportunity for more in the coming years,” although neither company has shared which locations are expected to take part in the partnership.
A statement from Dave Gilboa, co-founder and co-CEO of Warby Parker, emphasized that the new deal supports Warby Parker’s mission to “provide vision for all.”
“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,” he said. “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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