Target Corp. is teaming up with Warby Parker Inc. to add the trendy eyeglasses shop inside a handful of stores this year in a bid to boost the chain’s flagging store traffic.
Reuters
The retailer will add five “shop-in-shops” in 2025, with the “opportunity for more in the coming years,” the companies said. The stores will offer vision tests and eye exams in addition to the sale of glasses, sunglasses and contacts.
Until now, Warby Parker has relied on its own stores — about 275 of them — to keep up its robust sales growth. But that can only take the brand so far and now, like many direct-to-consumer brands, it’s branching out into larger retailers.
Warby Parker also posted a solid fourth quarter and forecast 2025 sales above Wall Street expectations.
Shares of the eyeglass chain rose about 5% in trading before US markets opened. The stock had declined about 2% this year through Wednesday’s close. Target’s shares were little changed on Thursday.
Target, which operates nearly 2,000 stores, has been trying to reignite sales for more than a year as consumers spend less on home goods and clothes, two of its core categories.
The discount chain has also been dragged into politics. Earlier this year, Target rolled back its diversity, equity and inclusion initiatives, joining other companies to reverse course amid pressure from conservative activists and President Donald Trump.
