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A Target store in New Jersey will be among the first in the U.S. to unveil a shop-in-shop concept from eyeglass retailer Warby Parker.

Scheduled to open Aug. 30 in Brick, the outpost joins locations in Willowbrook, Ill.; Columbus, Ohio; Bloomington, Minn.; and Exton, Pa., where the big box retailer already offers the space, Target said.

Staffed by Warby Parker employees, each mini store will feature glasses, sunglasses, contact lenses, eye exams and vision tests, Target said. Prices will start at $95, including prescription lenses.

According to Target, customers can also discover Warby Parker on Target.com.

Additionally, for every pair purchased, Warby Parker will distribute a pair to someone in need through a company-run initiative that has given 20 million pairs to date.

Founded in 2010, New York City-headquartered Warby Parker is known for its designer-quality, affordable eyewear. After starting out as an online-only venture, the brand opened its first brick-and-mortar location three years later. Now, it has more than 300 stores across North America – including 14 in New Jersey:

• Cherry Hill
• Denville
• Edison
• Hoboken
• Marlton
• Montvale
• Paramus
• Princeton
• Sea Girt
• Short Hills
• Shrewsbury
• Wayne
• Westfield

A Target customer base

When Target announced the partnership earlier this year, the Minneapolis-based chain said it believes the collaboration “complements” its growing optical business. Target Optical provides a range of products and services at more than 500 stores in the U.S.

Additional Warby Parker eyewear shops are slated to open at more Target stores without existing optical offerings in the years ahead, according to the company.

In a statement, Warby Parker Chief Retail and Customer Experience Officer Sandy Gilsenan said, “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. From the beginning, Target’s customer-first mindset made them a natural partner for us,” she said.

Target is no stranger when it comes to housing other retail brands. Its other store-in-store arrangements include Apple, Disney and Levi’s.

The ramp-up with Warby Parker comes as Target winds down another arrangement that rolled out more than 600 Ulta Beauty departments inside of its stores.

According to The Associated Press, the retailers have decided not to renew their original five-year pact after it expires next year. Target will seek to redefine its beauty strategy amid a pullback in consumer spending and changing retail habits. Meanwhile, Ulta plans to shifting toward standalone expansion and online innovation, AP reported.

Editor’s note: This story was updated at 8:58 a.m. EST Aug. 20, 2025, to note that Warby Parker now has more than 300 stores across North America.