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Warby Parker's First Non-Internet Store Is Coming to Soho

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A display from Warby Parker's East Village readery
A display from Warby Parker's East Village readery

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Four eyes of the city, rejoice: Warby Parker has just picked a spot for its first stand-alone store, as the Commercial Observer reports that a lease has been signed for a 2,500-square-foot location at 121 Greene Street in Soho. Though the brand has made a name (and booming business) for itself selling prescription glasses online, let's face it—not everyone trusts an internet "try on" feature.

Naturally, the location will be a chance for Warby Parker to strut its retail stuff, which they've already done in a temporary format; there was the Holiday Spectacle Bazaar this past December, and most recently, a pop-up readery in the Standard East Village.

Warby Parker's Dave Gilboa recently foreshadowed the move when he said, "People will always want to touch, feel and try on certain items and it is impossible to replicate that online. When we launched Warby Parker, we intended to be a purely online business but we realised the biggest challenge to selling glasses online is getting the fit right."

In regards to the permanent spot, Matthew Siegel of the real estate firm Cushman & Wakefield tells the CO, "They wanted to find a location and a size where they could they could fully express their brand, this is not going to be just another eyeglasses store." Judging from the overall decor of those past two pop-ups, and the fact that you could buy a yurt at the bazaar, we expect it to be several significant notches up from Pearle Vision.
· Warby Parker Inks First Brick-And-Mortar Lease [Commercial Observer]
· Inside Warby Parker's Holiday Spectacle Bazaar on Grand Street [Racked NY]
· Warby Parker's Readery Is Coming to the Standard East Village [Racked NY]

Warby Parker

121 Greene Street New York NY