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Over the last few months, Target has been the center of endless backlash and boycotts due to its multiple controversial business and political moves. In some customers ' eyes, these moves have even tainted the once-beloved family-favorite retailer's pristine name.
Although Target is still a very profitable company, its overall business has faced serious slowdowns, with its stock declining over 19% from a year ago.
Nonetheless, the retailer knows how to operate a profitable business model. It prioritizes customers' needs and delivers everyday value by reducing prices based on seasonality. The company has also remained innovative by investing in enhancing its digital channel, simplifying customers' experience.
Related: Target slammed with lawsuit as investors demand refunds
Target has recently sealed multiple partnership deals with brands from various sectors to boost sales and gain market share across new customers, including its collaboration with the fitness company Peloton and a multi-year partnership with the apparel brand Champion.
Target announces a new partnership with Warby Parker
On Tuesday, Target (TGT) announced it will add Warby Parker shops inside its stores, turning the eyewear company into the retailer's newest shop-in-shop addition.
According to the announcement, these Warby Parker shop-in-shops at Target will offer products such as glasses, sunglasses, and contacts, as well as services that include eye exams and vision tests.
Founded in 2010, Warby Parker (WRBY) is an American company that offers affordable, high-quality prescription eyewear and care. It has 276 locations across North America.
In less than 15 years, Warby Parker has grown at an astonishing speed. According to the eyewear company's latest earnings report, revenues increased nearly 18% in Q4 year over year and over 15% in the full year of 2024.
Related: Target launches genius partnership with popular fitness retailer
The first five locations will open in the second half of this year. These include Target stores in Willowbrook, Illinois; Bloomington, Minnesota; Brick, New Jersey; Columbus, Ohio; and Exton, Pennsylvania.
Additional shop-in-shops will open in 2026, but while Target is in the process of making Warby Parker available at more locations, the eyewear shop will also be available through Target's official website.
Will Warby Park take over Target's pre-established optical business?
Although Warby Parker's shop-in-shop addition is a new concept for the retailer, Target is no stranger to this market since it already has its own optical business.