After 15 years, Warby Parker’s signature Home Try-On program will soon be kaput. At the end of 2025, the eyewear giant is discontinuing the try-before-you-buy service that made it famous as it expands its brick-and-mortar presence and leans into virtual tools. Since the company’s inception in 2010, shoppers have been able to order up to five frames to try on at home for five days. The process, which was completely free — including shipping and returns — made it easier to buy glasses online. Now, Warby Parker is planning on opening “shops-in-shops” at five Target locations, with more in the works in 2026. The company says the reason for the decision is because the vast majority of home try-on customers live within 30 minutes of a Warby Parker store. For customers who don’t want to venture out, there’s a virtual try-on feature online and an AI-powered shopping assistant, which has led to less of a need for Home Try-On.
