Now, it's disrupting its own script.
The glasses maker, which recently raised $100 million from investors for a valuation of $1.2 billion, is starting to expand its brick-and-mortar locations. In an interview with CNBC's "Squawk Box," Warby Parker co-founder Dave Gilboa said the move is already paying off.
"We found that anytime we had a pop-up shop or a showroom customers loved it," he said. "We are seeing best-in-class retail economics and sales per square foot higher than almost any other retailer except for Apple."