Optical chain Stanton teams up with Staples in effort to counter Warby Parker's retail growth spree
In the ever-evolving world of retail, two notable players in the optical industry, Stanton Optical and Warby Parker, continue to carve out their unique spaces.
Stanton Optical, a brand under Now Optics, is making waves by partnering with Staples to launch shop-in-shops in select Staples stores. The first of these stores will open in Pennsylvania this fall, marking a significant expansion for the company. Already operating over 300 locations in 32 states, Stanton Optical plans to open 30 to 50 more this year.
Stanton Optical's mission extends beyond just selling glasses. With a focus on making eyecare accessible to more Americans, the company offers a fully integrated solution that blends consumer-retail and clinical services. Their in-house lab allows most customers to walk out of the store with their new glasses within 45 minutes.
In a bid to further enhance accessibility, Stanton Optical has partnered with Physicians Eyecare Group to provide ocular telehealth services. This partnership aims to make eye exams more convenient for customers, especially those living in remote areas.
The optical retail industry, valued at $68.3 billion, experienced a 3% growth from 2023 after a post-pandemic surge, according to The Vision Council. Vision Source, which EssilorLuxottica acquired in 2015, leads in the franchise space in the optical retail industry. Stanton Optical currently ranks number 13 among the top 20 optical retailers, according to Vision Monday.
Warby Parker, on the other hand, is aggressively expanding its brick-and-mortar presence. The company recently opened 11 new physical stores and plans to reach 45 new stores by late 2025, including shop-in-shop formats. Warby Parker is also partnering with tech companies like Google for smart eyewear development, reflecting a commitment to eyecare innovation and technology integration.
Warby Parker's latest strategic move includes the ending of its five-frames-for-five-days home try-on program. Despite this change, the company continues to solidify its hybrid DTC (direct-to-consumer) and physical retail strategy.
As of mid-2025, Warby Parker and Stanton Optical remain distinct players in the optical retail market with no publicly reported convergence or merger activities. While Warby Parker is actively expanding and innovating in retail footprint and eyecare technology, Stanton Optical does not show signs of recent market convergence or comparable strategic initiatives based on available information.
Stanton Optical was founded in 2006 by Daniel and the late industry-insider Marco Musa, while Warby Parker was founded in 2010 and went public in 2021. Both companies continue to shape the optical retail industry, each in their unique ways.
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