Warby Parker has announced the conclusion of its Home Try-On program after 15 years in its Q2 earnings report dated August 7. The eyewear brand plans to phase out the service by the end of 2025 to concentrate on expanding physical storefronts and improving virtual tools. Launched in 2010, the Home Try-On program enabled customers to request up to five frames for free home trials, including shipping and returns, simplifying the online glasses shopping experience. In its 2021 IPO, Warby Parker emphasized the program’s distinct role in boosting brand visibility and achieving high conversion rates.

The company is now transitioning to focus on both in-person and digital experiences, having opened its 300th store in July and intending to introduce “shop-in-shops” at five Target locations by late 2025, with further expansions anticipated for 2026. For those who prefer online shopping, Warby Parker provides a Virtual Try-On feature and has recently launched an AI-driven shopping assistant named “Advisor” in its iOS app, which has reported encouraging early outcomes, as per co-founder and co-CEO Dave Gilboa.

Currently, the Home Try-On program is still accessible, though only 91 out of 296 styles qualify. Warby Parker becomes the second retailer to discontinue a home try-on service this year, following Amazon’s halt of its “Try Before You Buy” program for Prime members in January, attributed to its limited nature and the growing reliance on virtual shopping tools.