Eyeglasses retailer Warby Parker is launching its own line of contacts, available Tuesday in stores and online.
Scout by Warby Parker, a daily lens, is the direct-to-consumer company's first venture into contact lenses.
"We're really excited to be a one-stop shop," said Warby co-founder and co-CEO Dave Gilboa.
Forty percent of Warby customers wear contacts on a regular basis in addition to their glasses, Gilboa said. The brand's hoping to target those wearers with the infrastructure that it's built out over the past few years.
"We wanted to create a holistic offering," Gilboa added.
Warby, which offers at-home try-ons for its glasses, is offering a similar model for its lenses. Customers with prescriptions can order a six-day trial of contacts for $5 before purchasing a three-month supply for $110. Warby is also selling lenses from other brands, such as Acuvue and Bausch + Lomb.
Warby launched online in 2010 and began opening its first stores in 2013. The company now has more than 100 stores in well-vetted markets across the U.S. In select stores, customers can receive comprehensive eye exams and contact lens fittings in addition to shopping for frames and sunglasses.
It's also tripling the number of optometrists it has at locations this year, Gilboa said.
Launching Scout is a natural move for the brand, which has focused on ease and accessibility.
Warby's been looking to gain access to the contact lens market for a few years now, Gilboa said, though he and his co-founder and co-CEO Neil Blumenthal started work on the actual lenses about a year and a half ago. He said the value of the contacts lens market in the U.S. is about $5 billion.
"Now, nine and a half years into our journey of scaling our business, we felt that we were prepared to introduce a new subbrand in an entirely new product category," Gilboa said.
Correction: This story has been updated to show that the value of the contacts lens market in the U.S. is about $5 billion.