Target’s Big Moves: Warby Parker and Champion Join the Lineup

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Warby Parker Joins Target with In-Store Shops

Target is expanding its in-store partnerships by teaming up with Warby Parker to open five shop-in-shops in the latter half of this year. These dedicated spaces will be staffed by Warby Parker employees and will offer prescription glasses, sunglasses, contact lenses, eye exams, and vision screenings.

The initial rollout will take place in Target locations that do not already have a Target Optical store, with the first batch opening in Illinois, Minnesota, New Jersey, Ohio, and Pennsylvania. Additionally, Warby Parker products will be available on Target’s website for the first time when the partnership launches. More locations are expected to be added in 2026.

This collaboration builds on Target’s strategy of integrating well-known brands into its stores, similar to past partnerships with Ulta Beauty, Apple, and Starbucks. According to Christina Hennington, Target’s Chief Strategy and Growth Officer, the partnership reflects both brands' focus on style, affordability, quality, and convenience. She emphasized that Target is excited to test this format, allowing customers to discover more within its stores.

Target has consistently sought new collaborations to keep its offerings fresh. Earlier this year, it introduced Peloton apparel to its marketplace, and in 2022, it partnered with FAO Schwarz to bring a curated selection of toys to its stores and online platforms.

For Warby Parker, the partnership aligns with its strategy of reaching customers where they already shop. Co-founder and Co-CEO Dave Gilboa stated that this initiative will help expand access to Warby Parker’s full range of vision care services.

Financially, Warby Parker has been experiencing growth. The company reported a 17% year-over-year increase in Q4 net revenue, reaching $190.6 million, and an overall 15.2% rise in annual revenue, totaling $771.3 million. It also narrowed its net loss from $63 million to $20 million. The company saw an 8% increase in active customers, now totaling 2.5 million, with an average revenue per customer rising 7% to $307.

Looking ahead, Warby Parker forecasts 14% to 16% revenue growth in 2025, expecting to generate between $878 million and $893 million. The brand plans to open 45 new stores, including the five inside Target locations. As it marks its 15th anniversary, Warby Parker continues to expand its footprint, ending last year with 276 locations.

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Champion Returns to Target with a 500-Piece Collection

Target is bringing back a familiar name in sportswear with a new partnership with Champion. The two brands will launch an exclusive 500-piece collection in August, available both in Target stores and online. The collection will include apparel, accessories, and sporting goods for adults and children, with most items priced under $40.

This is not the first time the two brands have collaborated. Champion previously had an exclusive line with Target, C9 by Champion, which was discontinued in January 2020. Now under new ownership, Champion is re-entering Target’s lineup with a fresh, expanded assortment.

The multi-year partnership comes as Target looks to revitalize its apparel segment, particularly in performance wear. CEO Brian Cornell noted that while overall apparel sales have slowed, performance apparel remains a strong category, with Target’s in-house brand, All In Motion, experiencing double-digit growth.

The upcoming collection will feature exclusive fabrics, unique washes, detailed trims, and a redesigned Champion logo. After the initial launch, a limited-edition varsity-inspired collection will drop in September, both online and in designated areas within Target stores.

Rick Gomez, Target’s Chief Commercial Officer, emphasized that this partnership merges sport, style, and culture in a way that resonates with Target’s customer base. The collaboration allows Target to offer a mix of nostalgic and contemporary styles while reinforcing its reputation as a trend-driven retailer.

Champion, which was acquired by Authentic Brands Group from HanesBrands last June in a $1.2 billion deal, sees this partnership as a major milestone. The agreement expands its reach and reinforces its standing as a leader in sportswear by making its products more widely accessible.

Target has been making significant efforts to provide value and freshness to customers. The retailer has introduced new lower-priced private-label lines, such as Dealworthy, while also slashing prices on thousands of items multiple times. Additionally, Target has been enhancing its wellness category to cater to shifting consumer preferences.

With both the Warby Parker and Champion partnerships, Target is continuing its strategy of integrating well-known brands to drive traffic and keep customers engaged. These collaborations reinforce Target’s commitment to innovation, convenience, and affordability, while also broadening the appeal of its product offerings.