Scott Lachut: Warby Parker's Flagship Foray Into Physical Retail
The iconic eyeglass brand moves offline with its new store, letting customers experience its frames in style.
Much has been written about how Warby Parker has reinvented the business of selling eyeglasses online from its reasonable price point ($95US) for a pair of fashion forward frames and buy one, give one model to its virtual and home try-on programs that give shoppers the confidence to pick the perfect style. Given the young company's success with its e-commerce focus, it was only natural that it began experimenting with physical store sales. Early iterations included an in-office showroom, retail partnerships, themed pop-ups and even a school-bus turned mobile showroom that saw Warby Parker refine its customer service, aesthetics, storytelling and product curation.