Warby Parker is betting on brick-and-mortar as they expand with 25 retail locations this year.

Warby Parker is betting on brick-and-mortar as they expand with 25 retail locations this year. The once solely e-commerce brand has learned how to ‘leverage data’ on its digital shoppers to tailor in-store experiences, opening locations that feature vintage arcade games, photo booths, and salespeople armed with past online consumers’ preferences. Even as other retailers are meeting their demise in the physical space, the brand is continuing to push forward, because according to them it is not “retail [that] is dead, [but] mediocre retail experiences”—a concept we discussed in our predictions for 2017, and our Experiencification trend.