New Jersey shoppers will soon experience a fresh way to shop for eyewear as Warby Parker teams up with Target for an innovative shop-in-shop concept. The new location is set to open August 30 in Brick, joining other U.S. sites in Willowbrook, Illinois; Columbus, Ohio; Bloomington, Minnesota; and Exton, Pennsylvania.
This new retail model brings designer-quality eyewear, sunglasses, contact lenses, and eye exams directly into the convenience of Target stores. Unlike traditional setups, each Warby Parker mini-store will be staffed exclusively by the brand’s trained team, ensuring customers receive a personalized optical experience. Prescription lenses start at $95, making quality eyewear more accessible to the everyday shopper.
A Convenient Optical Experience
Warby Parker’s shop-in-shop at Target goes beyond just selling glasses. Customers can book vision tests and eye exams right inside the store, combining the ease of a one-stop shopping trip with expert optical care. For those who prefer online shopping, Warby Parker products are also available at Target.com, offering flexibility for any lifestyle.
In keeping with the brand’s long-standing commitment to social impact, Warby Parker continues its “Buy a Pair, Give a Pair” program, donating one pair of glasses for every pair purchased. To date, the initiative has provided over 20 million pairs of eyewear to those in need worldwide.
Warby Parker’s Growth and New Jersey Presence
Founded in 2010 in New York City, Warby Parker quickly became known for affordable, stylish eyewear. After starting as an online-only retailer, the company expanded into physical stores in 2013 and now operates more than 275 locations across North America, including 14 in New Jersey. Locations include Cherry Hill, Denville, Edison, Hoboken, Marlton, Montvale, Paramus, Princeton, Sea Girt, Short Hills, Shrewsbury, Wayne, and Westfield.
By partnering with Target, the brand is bringing its full optical services to a broader customer base in a familiar shopping environment, creating a seamless blend of convenience and quality.
Target’s Retail Strategy
Target has a long history of hosting in-store retail partners, with previous collaborations including Apple, Disney, and Levi’s. The introduction of Warby Parker aligns with the retailer’s strategy to expand and enhance its optical business, complementing its existing Target Optical locations, which operate in more than 500 stores nationwide.
Warby Parker Chief Retail and Customer Experience Officer Sandy Gilsenan emphasized the partnership’s benefits:
“Our goal has always been to make eyewear and eye care as accessible and convenient as possible – meeting customers where and how they like to shop. Opening shop-in-shops at Target – a place where many of our customers already frequent – is an exciting next step for our retail business.”
The new collaboration also comes as Target winds down its Ulta Beauty shop-in-shop partnership, which included more than 600 locations. With shifts in consumer spending and retail habits, Target is redefining its beauty and specialty offerings while continuing to innovate in areas like eyewear.
What This Means for New Jersey Shoppers
For New Jersey residents, the Brick Warby Parker shop-in-shop offers an unmatched combination of convenience, quality, and social responsibility. From quick eyewear updates to comprehensive eye exams, shoppers can now enjoy a full optical experience without leaving the familiar Target environment.
With additional Warby Parker shop-in-shops planned for other Target stores across the U.S., this innovative retail model could become a staple for New Jersey consumers seeking stylish, affordable, and socially conscious eyewear.
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