NorthPark News

Hip eyewear brand selects Dallas shopping mecca for first store of its kind

Hip eyewear brand selects Dallas mecca for first store of its kind

Warby Parker
Warby Parker is taking a big step into shopping malls. Warby Parker/Facebook

Hip eyewear retailer Warby Parker has been opening stores across the country — 27 in the last three years, to be exact — and has more on the docket this year. One of those will be a first of its kind for the retailer, and it's opening in Dallas this summer.

Until now, Warby Parker stores have either been in outdoor shopping centers or stand-alone structures, including the one that debuted on Henderson Avenue in 2014. But this summer, NorthPark Center is getting the brand's first-ever enclosed shopping mall location.

On-trend frames, a hip vibe, socially conscious approach, and millennial-friendly pricing have been Warby Parker's main selling points, and its retail locations have reinforced the presence the New York-based company first established online.

The stores are funky and usually located in neighborhood pockets that already boast like-minded boutiques. Shopping at a Warby Parker store is an intimate experience, very unlike that of an overwhelming eyewear superstore or your local optician.

So setting up shop in an enclosed shopping mall is a big step for the brand. Granted, NorthPark Center isn't just any mall. Its recent additions and use of the tech-savvy mirrors at Polo Ralph Lauren have furthered the center's reputation as a fashion mecca. Being located by The Theodore, the Apple store, and Sam Edelman can't hurt, either.