By Derek Thompson.
When Warby Parker was founded in 2010, the pitch was simple: Don’t buy expensive designer eyeglasses in stores; buy cheaper ones on the internet.
It was a good pitch. It was also a financial necessity: The founders had no outside capital and it was far cheaper to build a national brand online than to open a dozen storefronts in malls across the country with debt. But in 2013, as Warby Parker had grown to become a darling of online retail, the founders had a funny idea. Maybe they should undisrupt the brick-and-mortar industry by opening a store or two.
Read more at The Atlantic.