Why Warby Parker changed its mind about physical stores

09/25/2013 | Advertising Age (tiered subscription model)

Online eyeglass retailer Warby Parker didn't see a need for brick-and-mortar stores until business got so busy that the company had to suspend a program that let shoppers try on five pairs at home, Co-CEO Neil Blumenthal said in this video interview. The retailer started allowing customers to come to Blumenthal's apartment to see its glasses selection, which led Warby Parker to open physical stores. "We think that the future of retail is the convergence of bricks-and-mortar and e-commerce," Blumenthal said.

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