Warby Parker has opened its first St. Louis store in the Central West End at 304 N. Euclid, taking over the space previously occupied by Kit & Ace. The affordable eyewear retailer was founded by four friends with the mission to cut out the middleman and sell stylish and high-quality eyeglasses.
“St. Louis is exemplary of the entrepreneurial and innovative spirit that’s at the core of Warby Parker,” says co-founder and co-CEO Dave Gilboa. “We’re thrilled to be planting permanent roots in a city with so much energy and history.”
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The store’s design is inspired by the ambience of a classic library, including light oak shelving and brass details. Colorful books sit atop the eyeglass display shelves. At the bottom of each display shelf are books that were specifically chosen for their various meanings to the brand, including Adam Grant’s Originals and Zadie Smith’s Swing Time. These books are for sale but also available to customers to browse through while they wait.
The marble checkout counter, labeled “reference desk,” has a stunningly colorful mural behind it. The original artwork, by artist and St. Louis native William LaChance, is the focal point of the store. Warby Parker was inspired by the technicolor murals LaChance painted across St. Louis basketball courts in partnership with Project Backboard, a nonprofit that revitalizes basketball courts across the country with art.
Warby Parker aims to make the customer experience seamless, with advisors trained to give style and fit advice to find the perfect frame. Customers can check out quickly on tablets, and opticians are on staff to help with any adjustments. If customers aren’t ready to make a decision at their visit, a custom-built app called Bookmark will send them all the details of measurements and styles tried on, so that they can easily decide when ready.
This weekend only for the November 11 grand opening, the Warby Parker St. Louis store will offer a candy bar and a pair of limited edition sunglasses ($95) that feature flash-mirrored iridescent lenses. These will not be sold anywhere else but the Central West End location, with limited inventory.
Warby Parker will be open Monday through Saturday, 11 a.m.–7 p.m. and Sunday, noon–6 p.m.
