In 2010, four students from the Wharton School of Business, Neil Blumenthal, Dave Gilboa, Andrew Hunt, and Jeffrey Raider, had an idea that would shake up the eyewear industry. They wanted to make glasses more affordable, stylish, and easy to buy. That idea turned into Warby Parker, a direct-to-consumer (D2C) brand that’s now known across the U.S. and beyond.
Back then, most glasses were expensive and big companies dominated the market. Buying a new pair of specs usually meant going to a store, paying high prices and choosing from limited designs. Warby Parker offered a more innovative way.
A Fresh Take on Eyewear
Warby Parker started by selling glasses online at affordable prices, with stylish frames starting at just $95, including lenses. Customers could pick five frames and get them delivered to their homes to try on for free. This Home Try-On program became a big hit and helped the brand grow fast.
Instead of using third-party sellers or stores, Warby Parker designed its products and sold them directly to customers. This D2C model helped them cut costs and give customers a better deal.
A Brand with a Mission
From the beginning, Warby Parker wasn’t just about making money. The company had a strong mission: For every pair of glasses sold they would donate one to someone in need.
Through this “Buy a Pair, Give a Pair” program, they’ve given away over 13 million pairs of glasses to people who couldn’t afford them. This made customers feel good about their purchase and helped build a strong, loyal community around the brand.
Online to Offline: Opening Their Stores
Although Warby Parker started online, the company later began opening physical stores to reach even more people. Today, they have over 200 stores in the U.S. and Canada.
These stores are clean, modern, and easy to shop in, just like their website. Customers can get eye exams, try on glasses, and even renew their prescriptions using the Warby Parker app.
This combination of online and offline shopping, called omnichannel retail, helps them stay close to customers and offer better service.
Using Technology to Improve Eye Care
Warby Parker is not just a glasses company; it’salso becoming a tech company. During the COVID-19 pandemic, they launched a Virtual Vision Test that lets people renew their prescriptions using their phones. They also use AI tools to suggest frames that fit your face based on a photo.
By using tech, Warby Parker is making vision care more accessible and easier for everyone.
Going Public and Growing Fast
In 2021, Warby Parker went public on the New York Stock Exchange through a direct listing. At one point, it was valued at $6 billion. That’s huge for a company that started with a simple idea from a college dorm room.
Today, the brand makes over $650 million in revenue each year. While it still invests a lot in growth, Warby Parker continues to focus on great design, strong customer service, and giving back to society.
What Other Startups Can Learn
Warby Parker is an excellent example of how a D2C brand can succeed by doing things differently. They didn’t just lower prices. They built a brand with a purpose, gave people a better experience, and used technology to improve a traditional industry.
Startups looking to grow can learn a lot from Warby Parker:
- Know your customer
- Stay true to your mission
- Use tech to solve real problems
- Build trust with transparency and quality
