WarbyParker has announced they will start by rolling out hundreds of new stores. I think this is the right strategic move for them, primarily for two reasons:

1. It's very hard to buy glasses not in person.

2. Their competition is absolutely everywhere in retail, in every neighborhood.

If your brand is not known (which is to say, they all start this way), and you wish to become a national brand, there are very few people who can avoid either opening their own stores or being in retail stores.

The simple reality - you need to be in front of consumers when they are shopping. Most shopping is still at retail - particularly in certain categories. The repetition of your brand in front of the consumer's face is constant marketing and sales opportunity. What I would love to see Warby Parker do instead, however? Improve their product.

Compared to higher-end frames, their product feels too much like plastic to me. Perhaps they work for others?