Target announces major deal to win back shoppers

Target announces a huge innovative deal amid continuous backlash.

Feb 28, 2025 - 02:42

Target announces major deal to win back shoppers

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.

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.

People walking in front of the facade and entrance of the Target store.
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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.

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.

Target Optical is the retailer's optical business, which offers on-the-spot eye care services and a wide selection of eyeglasses, prescription sunglasses, and contact lenses in over 500 Target locations nationwide.

As stated in Target's press release, this new partnership does not aim to compete with Target Optical but rather to complement it since the Warby Parket shops will open in locations without existing Target Opticals.

"Warby Parker at Target reflects both brands' commitment to style, affordability, quality and convenience. As we test and learn with this new partnership — bringing Warby Parker's expertise into select stores — we're enticing new consumers to discover more of Target," said Christina Hennington.

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This new partnership is a powerful duo and a strategic move by both companies to foster organic growth.

Target had relied on direct-to-consumer brands for many years, but branching out to newer trend-forward retailers like Warby Parker allows the company to stay innovative and gain more brand recognition through Warby Parker's pre-established clientele.

However, Target is not the only one getting something out of this deal. Warby Parker would also expand its brand recognition by setting up shops inside Target, a bigger and more established company.