Target has opened Warby Parker kiosks in Bloomington, Minnesota, and the Chicago suburbs, launching the Minneapolis-based retailer’s latest brand partnership.

The boutique-style space in Bloomington quietly began serving customers last week, holding a grand opening Saturday complete with blue balloons and giveaways.

Even so, the new setup drew a steady stream of curious Target customers on Saturday looking for an eye exam or a fresh pair of frames.

“Our goal has always been to make eyewear and eye care as accessible and convenient as possible,” said Sandy Gilsenan, chief retail and customer experience officer at Warby Parker. “From the beginning, Target’s customer-first mindset made them a natural partner for us.”

Target is known for brand partnerships, from limited ones like Lilly Pulitzer to permanent deals such as CVS pharmacy and Hearth and Home by Joanna Gaines of HGTV fame.

Warby Parker and Target announced the partnership in February. Three other shop-in-shops will open in select Targets toward the end of the summer, with more expected in 2026.

In the weeks before the launch, passersby could catch glimpses of Warby Parker’s signature blue peeking out from behind branded paper covering the storefront.

The eyewear company now has seven locations in Minnesota. The addition of Warby Parker at Target marks a second location in Bloomington.

Similar to Target’s owned brands, Warby Parker frames are focused on affordability and designer-quality alternatives.

The Target shops are staffed and stocked by the eyewear company. Target acts more as a landlord, similar to its arrangement with CVS and Target Optical.

Each store will offer Warby Parker’s full assortment of eyewear and optical services, including glasses, sunglasses, contacts, eye exams and vision tests.

Target Optical, operated by EssilorLuxottica since 2004, carries popular brands like Ray-Ban and Oakley. The Warby Parker locations will not have Target Optical hubs, which can be found at more than 500 stores.

Some analysts, who have perceived a lack of consistent newness in Target’s inventory, say the Warby Parker partnership makes sense.

“(The partnership) shows some good thinking on the part of Target. However, a lot more of this is needed to move the dial,” said Neil Saunders, managing director of GlobalData Retail. “Newness also needs to extend to the core products and brands as this is where some staleness has crept in.”

At the end of the day, eyewear is not a core product at Target, he said.

The company has pledged to bring more newness to product assortment as part of its growth strategy, driven largely by partnerships with other companies.

“There’s so much newness across discretionary, like our new Pillowfort collections, featuring Disney and Marvel ... or the exciting Warby Parker partnership,” Rick Gomez, chief commercial officer at Target, said in a March earnings call.

In April, Target rolled out a limited-time collection with Kate Spade, followed more recently by a collaboration with Champion to bring in activewear and sporting goods for adults and kids.

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