Dave Gilboa

Warby Parker’s stock market performance will test if investors buy into the direct-to-consumer playbook of prioritising growth over profit.

In the age of e-commerce, defining the role of the store is as daunting as ever. But a brick-and-mortar experience is vital to brand building. A store is still the most important touchpoint between consumer and product, and the right interaction could create a lifetime of loyalty. From Warby Parker’s digital-to-physical evolution to Neiman Marcus Group’s investments in customer service, BoF examines the importance of the store — and how it complements the online experience.

In episode five of BoF’s podcast series Drive, delivered by DHL, the co-founders of Warby Parker discuss how being industry outsiders helped them in their entrepreneurial journey, and why the opportunity keeps growing as the company does.

The disruptive eyewear company is now valued at $1.75 billion, with a public flotation on the horizon.

Brands like France’s Izipizi, South Korea’s Gentle Monster and America’s Warby Parker are shaking up the eyewear market with direct-to-consumer models.

LONDON, United Kingdom — Over the course of the last decade, traditional brick-and-mortar retailers, from Neiman Marcus to Macy's, have seized the