Warby Parker is aiming to triple its store base after hitting full year profitability. (Photo by Michael M. Santiago/Getty Images)
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Eyewear specialist Warby Parker has closed out a milestone year with double-digit revenue growth in every quarter and hit its first ever full year of net income profit.
It was a notable moment for the brand that once defined the direct-to-consumer eyewear playbook and was founded in 2010 by Neil Blumenthal, Dave Gilboa, Andrew Hunt and Jeffrey Raider.
After opening 47 stores in 2025, the most in a single year in its history, there is no let up as Warby Parker plans to open 50 more this year, primarily in existing markets.
As it was, the company ended 2025 with 323 stores across 102 markets in 44 U.S. states and Canadian provinces. That remains far below what management sees as its long-term opportunity.
The company built its reputation on transparent pricing, vertically integrated manufacturing and its at-home try-on program. And when it got into stores, it brought fun and theater to a staid category.
But its latest results, which have seen shares up around 18%, make clear that its next chapter is less about pure-play e-commerce disruption and more about targeted physical expansion, healthcare integration and wearable technology.
“When we survey consumers who have not yet shopped with us, one of the top reasons is that there isn’t a store nearby,” co-founder and co-CEO Neil Blumenthal said on an earnings call, adding that the current fleet is “well below” the company’s long-term potential of at least 900 stores.
Warby Parker Targets 900 Stores
That 900-store target implies nearly tripling its footprint in North America alone, a signal that management believes brand awareness is no longer the bottleneck but that geography is.
Concentrating new openings in existing markets suggests Warby Parker is taking a hub-and-spoke strategy, increasing share and convenience within metro areas rather than betting on entirely new regions.
Warby Parker also plans to expand in-store eye exams to 285 locations this year, further embedding its healthcare component, anchoring the brand to recurring vision needs rather than one-off fashion purchases.
In addition to store growth, Warby Parker plans to launch 15 new collections this year, including its first sport collection in a move into performance-oriented eyewear that could help it capture active and outdoor consumers, an area traditionally dominated by legacy sports brands.
Warby Parker is growing its store base and across product categories. (AP Photo/Mark Lennihan)
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More strategically significant is its entry into AI-enabled eyewear. Following a previously announced partnership with Google and Samsung, Warby Parker plans to introduce its first AI glasses.
“These devices will bring the world’s most advanced AI to glasses designed for all-day wear,” co-founder and co-CEO Dave Gilboa said on the call.
Gilboa added that he expects the category to unlock “significant new total addressable market and enable us to take advantage of the biggest technology shift in our lifetime.”
Warby Parker Smart Glasses
But Warby Parker’s advantage in smart glasses will likely hinge less on hardware and more on wearability, distribution and brand trust. Warby Parker’s hard-earned design credibility, combined with hundreds of physical stores for fittings, adjustments and demos, could give it an edge over pure tech players.
At the same time, AI glasses introduce a fundamentally different margin profile and R&D intensity and failure could dilute focus.
Despite the broader momentum, Warby Parker reported mixed fourth-quarter results. Net revenue rose 11.2% year over year to $211.97 million, driven by new store openings, but came in a shade below the expected $213.11 million, while for the full year Warby Parker reported net income of $1.6 million, a $22 million improvement from 2024, marking its first full year of profitability.
Annual net revenue increased 13% to $871.9 million and active customers grew 7%, while average revenue per customer rose 5.7% year over year to $324, reflecting gains from premium lenses, contacts and multi-pair purchases.
CFO Adrian Mitchell emphasized the company’s strong financial position on the call, which would allow it to invest in growth as it continues to scale the business.
But tripling the store base, scaling clinical services and launching AI-powered hardware simultaneously is going to be a big ask. However, if Warby Parker pulls it off it will have evolved from disruptor to mainstay.
Source: https://www.forbes.com/sites/markfaithfull/2026/02/27/ai-glasses-and-tripling-store-count-offer-warby-parker-clear-vision/
