Warby Parker lands in Brooklyn

Eyeglass upstart Warby Parker may be a brand most identified with hipster millennials, but it has yet to open a storefront in the most hipster of communities: Brooklyn. That is about to change with the signing of a 10-year lease in the Cobble Hill neighborhood.

The company announced on Instagram that it would open a 2,080-sq.-ft. space. It's Warby Parker's first New York store outside Manhattan, where there are four locations. There are 20 Warby Parker stores nationally.

Former pure-play retailers such as Warby Parker, Bonobos and Birchbox have embraced brick-and-mortar and are opening stores to support and grow online operations. In May, Warby Parker raised $100 million to further expand its brick-and-mortar presence.

The business operates best as a marriage of on and offline retail. Between 30 and 50 percent of shoppers that purchase in-store are unlikely to have made a purchase online, but 90 percent of in-store shoppers will likely make a future purchase online.

"Every store that we've opened has been highly successful any way that you measure it in terms of customer satisfaction, traffic that we're seeing, sales profitability," Warby Parker cofounder Dave Gilboa told Fashionista last summer. "The metrics that we're seeing out of the stores themselves are really on the same level as best-in-class retailers, only rivaled by companies like Tiffany and Apple."

For more:
-See this New York Business Journal story

Related stories:
Warby Parker marries online with off-line expansion
Warby Parker raises another $100M for brick-and-mortar
Warby Parker opens Chicago concept shop
Warby Parker opens classroom-style store in Dallas
Amazon, Walmart and Warby Parker among retail's most innovative

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