In a bold move reshaping the landscape of retail healthcare, Target Corporation and Warby Parker announced a partnership earlier this year to bring designer eyewear and essential vision services directly to customers in-store. Shop-in-shop partnerships like this one are just one of many ways we’re seeing a shift in the retail landscape.

Target and Warby Parker Shop-in-Shop Partnership 

As part of this shop-in-shop model, Warby Parker will have five shop-in-shops in select Target locations, combining accessibility, affordability, and elevated style in one convenient experience. The new shop-in-shops will offer a full suite of Warby Parker services, including prescription glasses and sunglasses, contact lenses, eye exams, vision screenings, and access to vision care products through Target.com.  

The first five locations will open in Willowbrook, IL; Bloomington, MN; Brick, NJ; Columbus, OH; and Exton, PA. These sites were strategically selected because they currently lack Target Optical centers, allowing Warby Parker to expand Target’s health and wellness offerings without creating overlap. 

Each shop-in-shop will be staffed by Warby Parker-trained employees, ensuring consistent service and maintaining brand standards. Prices will start at $95 for prescription eyewear, reflecting Warby Parker’s mission to make designer-quality vision care accessible and affordable.  

Why the Expansion? 

For Warby Parker, this partnership represents more than just expanded distribution. It marks a critical step in the company’s broader growth strategy. Warby Parker is building on strong momentum, with 2024 revenue reaching $771.3 million (a 15.2% year-over-year increase), an active customer base of 2.5 million (up 8%), and revenue per customer rising to $307 (up 7%).  

The company projects revenue between $878 million and $893 million in 2025 and plans to open 45 new locations, including the five shop-in-shops within Target. By embedding itself in Target stores, Warby Parker can tap into a wider customer base, reduce customer acquisition costs, and create a seamless omnichannel retail strategy connecting online and in-store experiences. 

For Target, this collaboration aligns with its ongoing strategy of partnering with specialty brands to enrich the in-store experience and attract new customers. Recent brand collaborations include Ulta Beauty for cosmetics, Apple for consumer tech, Starbucks for in-store cafés, FAO Schwarz for toys, and the return of Champion to its apparel lineup in 2025. The partnership also supports Target’s larger focus on health, wellness, and lifestyle by expanding the scope of in-store health services. 

While the initial rollout includes only five locations, both companies have made it clear this is just the beginning. Additional shop-in-shops are expected in 2026 and beyond, as Target and Warby Parker evaluate consumer response and operational performance as part of a “test and learn” strategy. As the convergence of retail and healthcare accelerates, this partnership may serve as a model for integrating essential health services into everyday retail environments by increasing accessibility while maintaining quality. 

By combining Warby Parker’s innovative, customer-centric approach to vision care with Target’s national footprint and trusted retail experience, the two brands are forging a new path for retail healthcare. If successful, this collaboration could lead to broader adoption of health services in big-box retail and solidify both companies’ leadership positions in a rapidly evolving market. 

What does this mean for the retail industry? 

Shoppers today increasingly value convenience, seeking destinations where they can combine errands and experiences under one roof. Partnerships like Target and Warby Parker’s reflect this demand by allowing customers to shop for household essentials, apparel, and now eyewear and vision care in a single trip. By reducing friction and expanding services in-store, retailers can attract more customers who are prioritizing efficiency without sacrificing quality. 

At the same time, the retail industry is leaning heavily into personalization to enrich customer experiences. Through data-driven insights and curated offerings, retailers are tailoring everything from product recommendations to service interactions. We can expect more collaborations like Target and Warby Parker’s, as retailers across industries recognize the value of blending expertise to meet evolving consumer expectations.  

Similar partnerships are already taking shape, such as Kohl’s with Sephora, Walmart with Quest Diagnostics, CVS with Oak Street Health, and RaceTrac with Potbelly Sandwiches, demonstrating how convenience, personalization, and strategic collaboration are becoming the cornerstones of modern retail.  

Clarkston can help retailers unlock these opportunities by analyzing customer data, identifying white-space partnership potential, and developing strategies that balance operational efficiency with an elevated customer experience. This approach enables retailers not only to respond to market trends, but to define them. 

To explore how your organization can strategically design, launch, and scale a shop-in-shop model, connect with Clarkston’s retail experts. Together, we can evaluate your unique objectives, uncover partnership opportunities, and create a roadmap that drives sustainable growth and long-term brand differentiation.