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Online Pioneer Warby Parker Bets Future on Adding Hundreds of Stores

Ahead of a likely IPO, the digital-first brand valued at $3 billion plans to open more locations to fuel its next phase of growth. 

Warby Parker plans to boost its store count by about 25% this year to roughly 160 locations.

Warby Parker plans to boost its store count by about 25% this year to roughly 160 locations.

Photographer: Alexi Rosenfeld/Getty Images North America

As Warby Parker heads toward becoming a public company, the co-founders of the eyewear brand valued at $3 billion are pitching a growth strategy centered on stores.

It’s quite a turn for a company that last decade ignited a boom in digital brands that convinced investors to bet billions largely on their ability to grow quickly online.