Target and Warby Parker Team up for In-Store Eyewear Shops

Target is teaming up with leading eyeglass distributor Warby Parker for a series of shops inside the bullseye retailer to deliver designer quality and affordable eyewear to customers.

As soon as the first shop-in-shop location opens, the brand will also be available via the retailer’s website, according to a press release. Additional shop-in-shops are scheduled to debut in 2026. The company’s collaboration with Warby Parker enhances the already existing Target Optical business, which offers eye health services and eyewear inside more than 500 locations.

At Warby Parker at Target, customers can purchase glasses, sunglasses, and contacts or come by for eye exams and vision tests. Five Warby Parker locations are scheduled to open in the second half of 2025 at the following stores:

• Willowbrook, Illinois
• Bloomington, Minnesota
• Brick, New Jersey
• Columbus, Ohio (Polaris)
• Exton, Pennsylvania

“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 vice president and chief strategy and growth officer. “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.”

“From day one, Warby Parker’s mission has been to provide vision for all,” said Dave Gilboa, co-founder and co-CEO 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.”

Prices start at $95 for Warby Parker glasses, including prescription lenses.

Target Continues To Grow Its Partnerships Throughout 2025

On Feb. 26, Target announced a partnership with athleisurewear brand Champion. The Champion Collection offers the brand’s signature look in activewear and sporting goods for both adults and kids. This exciting new collaboration will be available in stores and on the retailer’s website beginning in August. It will feature more than 500 pieces, and most products will retail under $40.

Also in February, Target shared the news of the launch of the Disney and Marvel bedding collections by Pillowfort. The collection contains more than 50 items, featuring Disney Princess and Marvel characters. Most items are at a price point of $30 and under.

Finally, in early January 2025, the company introduced more than 2,000 new wellness items across multiple categories, including more than 600 Target exclusives. Over half of the new items retail under $10.