New York — Online eyewear retailer is opening its sixth retail location, a 1,050-sq.-ft. store in Dallas. It will open on June 18.
The store will have a 1950s classroom look, with books, chalkboards, globes and apples, dallasnews.com reported. A sculpture of a pencil will stick out of the roof, and an old-fashioned yellow school bus will be parked outside. (The same bus visited several U.S. cities last year on the Warby Parker’s “Class Trip” promotion.) The bus has been fitted with leather sofas and oak shelves to house Warby Parker’s nonprescription sunglass selection.
“Shoppers’ expectations are so much higher now because they have so many choices, partly because of e-commerce,” said Warby Parker co-founder Neil Blumenthal, in the report. “So to stand out, the best retailers will create the best experiences because shopping is also a form of entertainment.”