It’s no secret that direct-to-consumer brands have been eyeing the brick-and-mortar space for quite some time now. One of the biggest examples – Warby Parker.
Numerous retailers, such as Warby Parker, have started out as sole e-commerce players, but then quickly realized the ongoing frictions that online retail can create. There’s no doubt the real opportunity lies in a physical footprint – a space where a community can come together and consumers can walk away with new products that same day.
Brick-and-mortar stores continue to be the primary revenue source for many retailers, with over 85% of all retail sales in the U.S. still occurring in physical stores rather than online. With this fact, DTC brands have been rethinking their pure-play strategy, and instead adopting a different, more sustainable option.
Since opening their first store in 2013, Warby Parker has continuously proved their commitment to the brick-and-mortar space. In late 2022, Warby Parker announced that they would be expanding their store count even further, by initiating plans to open 200+ new locations throughout the next few years.
Warby Parker’s CEO, Dave Gilboa, noted that the two most frequent responses for not shopping with the brand were the lack of nearby physical stores and not having a current prescription. He said that they are addressing these issues by making stores more easily accessible and convenient for customers.
In Q2 of 2022, Warby Parker opened nine new stores, bringing their total to 190 locations. The company revised its original 2022 projections and predicted 40 new store openings for the year, which would raise the total to 201.
Source: D2C Brands – PYMNTS