Target is partnering with Warby Parker to introduce eyeglass shops within its stores. The first “Warby Parker at Target” locations are set to open in the second half of the year, offering customers easy access to eyeglasses and related services.

These new “shop-in-shop” experiences will be featured in five Target stores in Willowbrook, Illinois; Bloomington, Minnesota; Brick, New Jersey; Columbus, Ohio; and Exton, Pennsylvania. Shoppers will be able to explore a variety of products and services, including eyeglasses, sunglasses, contact lenses, eye exams, and vision tests. Warby Parker’s offerings will match the company’s current omnichannel experience, which includes both in-store and online shopping. The new Warby Parker eyeglass shops will also be visible on Target’s website for easy browsing.

Target and Warby Parker have announced plans to expand this partnership next year, with the possibility of adding more locations in the future.

Warby Parker Co-CEO Dave Gilboa expressed excitement about the collaboration, stating that the company is eager to offer “holistic vision care” to more customers across the country. Since its founding in 2010, Warby Parker has grown to 276 retail locations in the U.S. and Canada, alongside its successful online business.

Target is no stranger to “shop-in-shop” partnerships. In 2020, the retailer teamed up with Ulta Beauty to create “Ulta Beauty at Target” locations, with plans to bring these stores to 800 Target locations. Other retailers, such as Kohl’s, have also embraced the “store-within-a-store” concept, with Kohl’s opening Babies “R” Us shops as part of a partnership with WHP Global.

By introducing Warby Parker eyeglass shops in Target stores, the retailer continues to innovate its in-store experience, offering customers a convenient and seamless way to shop for vision care products.