The Great Retail Role Reversal: How Shop-in-Shop Concepts Are Replacing Traditional Department Stores

Earlier this year some exciting news broke…..Target and Warby Parker are launching Warby Parker at Target, a shop-in-shop concept offering affordable, designer-quality eyewear. The first five locations, staffed by Warby Parker employees, will open in late 2025 and will provide glasses, sunglasses, contacts, eye exams, and vision tests, aligning with Warby Parker’s omnichannel experience. Additional locations are planned for 2026 and beyond. The partnership complements Target’s existing optical business and expands Warby Parker’s reach, with products also available on Target.com. Prices start at $95, and locations will be in stores without Target Optical.

Shop-in-Shop (SIS) is not a new thing. Most people are familiar with some form of retail commingling. The one that always seems to resonate is the Amazon x Kohls partnership, and often discussed in the sense of Amazon getting the better end of that deal. But there are plenty of others: