After 14 years of redefining how people shop for glasses, Warby Parker is marking a transformative shift. The company has announced it will remove its home try-on program by the end of the year, turning the page on a service that helped shape its identity and revolutionized online eyewear shopping. This decision arrives as the brand posts strong Q2 earnings and continues to expand its physical and digital reach.
A Retail Pioneer Evolves with the Times
When Warby Parker first launched, buying glasses online was new and, for most, untested. As co-founder and co-CEO, Neil Blumenthal recalls, the company entered a market when “less than 1 percent of eyeglasses were sold online.” To bridge anxieties around fit and style, Warby Parker pioneered the “first-of-its-kind” at-home try-on program, shipping five glasses for five days directly to customers’ homes.
Yet, as the digital landscape matured and Warby Parker’s brand presence grew, the…
role of the home try-on program began to shift. According to company executives, the vast majority of recent program users now live within 30 minutes of one of Warby Parker’s 300 stores.
In a world of omnichannel retail, convenience now often means walking into a store where customers can see, touch, and try on hundreds of styles in person. Investing in In-Person and Digital Innovation Warby Parker isn’t just expanding its physical footprint; it’s doubling down.
In its most recent quarter, the retailer opened 11 net new stores, celebrating its 300th location last month, and plans to open 45 new stores in 2025, including five shop-in-shops within Target stores. This expansion reflects a broader strategy: meeting customers where they are, whether that’s around the corner or online.
The eye exam business, now available at many locations, represents a major area of growth. In Q2, eye exams grew, accounting for 6% of total revenue…
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