SC

Strategy Canon

Warby Parker: sourced choices

15 product and go-to-market choices, oldest first. Back to the case study

  1. 2010Product · Starting price Warby Parker offered glasses starting at $95 with prescription lenses. WP3
  2. 2010Product · Home trial Home Try-On let customers inspect frames before buying. WP3
  3. 2010Go_To_Market · Direct offer The founders sold their own eyewear brand directly to consumers. WP3
  4. 2016-12Product · Fulfillment Early fulfillment and Home Try-On involved an outside optical lab. WP2
  5. 2016-12Go_To_Market · Early personal selling The team used trunk shows and in-person contact during early growth. WP2
  6. 2025Product · Design Warby Parker designed its frames in-house. WP1
  7. 2025Product · Eye care The offer included eye exams and contact lenses. WP1
  8. 2025Product · Digital fitting Warby Parker offered Virtual Try-On. WP1
  9. 2025Product · Prescription renewal Virtual Vision Test supported eligible prescription renewals. WP1
  10. 2025Product · Program retirement Warby Parker ended Home Try-On at year end. WP1
  11. 2025Go_To_Market · Physical retail Warby Parker ended the year with 323 stores. WP1
  12. 2025Go_To_Market · Store expansion Warby Parker opened 47 stores during the year. WP1
  13. 2025Go_To_Market · Insurance access The company expanded in-network insurance relationships. WP1
  14. 2025Go_To_Market · Retail partnership Warby Parker introduced shop-in-shops with Target. WP1
  15. 2025Go_To_Market · Price ladder The range included higher-priced frames and lens upgrades alongside its starting offer. WP1