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Trendy eyeglass shop Warby Parker spawned a number of imitators with its online-only model. But now that it’s opened its first brick-and-mortar store in New York’s SoHo neighborhood, does that prove that having a physical presence is as relevant as ever?
At launch, Warby's founders thought that their business would be entirely online (although the broader vision was to expand beyond e-commerce). They saw that letting people interact with the company's products, via pop-up shops and nonretail showrooms, boosted sales.
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