Target Optical
Target Optical is a US optical retailer, operated by Luxottica Retail (an EssilorLuxottica subsidiary), selling prescription glasses, sunglasses, contact lenses, and AI smart glasses through 500+ stores and e-commerce to general consumers, designer-brand buyers, and tech-savvy early adopters.
- Company typePrivate
- Founded1995
- HeadquartersMason, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
Target Optical firmographics
Firmographics- Name
- Target Optical
- Legal name
- Luxottica Retail N.A.
- Website
- https://targetoptical.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Target Optical is a US optical retailer, operated by Luxottica Retail (an EssilorLuxottica subsidiary), selling prescription glasses, sunglasses, contact lenses, and AI smart glasses through 500+ stores and e-commerce to general consumers, designer-brand buyers, and tech-savvy early adopters.
- Ownership category
- akta.pro rank
Target Optical industry classification
Industry- Product category
- Optical Retail
- NAICS
- Optical Goods Retailers (45613)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses) (HLAKAKAL)
- akta.pro secondary industries
- Prescription Eyewear Frames (Optical) (CRAAAKAA), Sunglasses (Non-Prescription) (CRAAAKAB), Sunglasses & Luxury Eyewear (CRAKAEAE), Vision Insurance (FSAIAHAB)
Keywords
Where Target Optical is headquartered
LocationHeadquarters
- HQ city
- Mason
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Target Optical business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Prescription Eyewear Sales: Revenue from selling prescription glasses, frames, and lenses directly to consumers both online and in-store.
- Non-Prescription Sunglasses Sales: Revenue from designer and brand-name sunglasses without prescription lenses.
- Contact Lens Sales: Revenue from selling contact lenses by various manufacturers (Acuvue, Biofinity, Dailies, etc.) with annual supply and 6-month supply options.
- Eye Exam Services: Eye examination services provided by independent optometrists located in or near Target Optical stores.
- Installment Payment Processing: Payment processing fees from buy-now-pay-later partners Affirm and Cash App Afterpay.
- Vision Insurance Benefits Processing: Integration with vision insurance plans allowing customers to apply insurance benefits to purchases, creating competitive advantage in customer acquisition.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Prescription glasses starting at $79 |
| Unit Pricing | Pay-as-you-go | Sunglasses pricing |
| Unit Pricing | Pay-as-you-go | AI Smart Glasses pricing |
| Unit Pricing | Pay-as-you-go | Contact lenses per box |
| Other | Pay-as-you-go | Insurance savings |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Target Optical product offering
Product offeringCore offering
Target Optical is a US eyewear retailer selling prescription eyeglasses (starting at $79 with lenses included), designer and brand-name sunglasses, contact lenses (daily, bi-weekly, monthly), and AI-powered smart glasses (Ray-Ban Meta, Oakley Meta). It complements retail sales with in-store and online-bookable eye exams from independent optometrists, virtual try-on, digital vision insurance benefit processing, and buy-now-pay-later installment options via Affirm and Afterpay.
Product overview
Target Optical is an eyewear retail platform offering a comprehensive portfolio of prescription and non-prescription eyeglasses, sunglasses, contact lenses, and AI-powered smart glasses. The core offering centers on prescription eyewear starting at $79 with lenses included, supported by an ecosystem of lens technologies (Transitions, blue-violet filtering, Stellest myopia management) and value-added services (eye exams, vision insurance integration, virtual try-on). The brand portfolio spans luxury (Swarovski), designer (Coach, Armani Exchange, Emporio Armani, Ralph by Ralph Lauren, Vogue), sports performance (Oakley, Costa), iconic (Ray-Ban), sustainable (Arnette), and exclusive (A New Day, Cat & Jack) segments. The company has expanded into AI-enabled wearables with Ray-Ban Meta and Oakley Meta smart glasses featuring Meta AI integration for camera capture, voice commands, and computer vision capabilities, positioning it at the intersection of traditional eyewear retail and emerging smart device categories.
Differentiator
Problem solved
Functional benefit
Brands
- A New Day: Target Optical's exclusive eyewear brand featuring modern design meets everyday comfort with stylish frames for any occasion.
Products and services
- Prescription Eyeglasses Prescription glasses available starting at $79 with lenses included. Offers single vision, progressive, and blue light filtering options across men's, women's, and kids' categories, including frames from Ray-Ban, Oakley, Coach, Armani Exchange, Vogue, and other brands.
- Sunglasses Prescription and non-prescription sunglasses with up to 25% off, featuring polarized, Transitions, and Prizm lens technologies across designer (Ray-Ban, Coach, Armani Exchange, Ralph by Ralph Lauren, Vogue) and sports (Oakley, Costa) brands.
- Contact Lenses Wide selection of contact lenses from brands including Acuvue, Biofinity, Air Optix, Dailies, and Bausch + Lomb in daily, bi-weekly, and monthly options. Annual and 6-month supply options with savings up to $200.
- AI Glasses (Ray-Ban Meta, Oakley Meta) Smart glasses featuring Meta AI integration with camera, voice commands, open-ear audio, and computer vision capabilities. Available in prescription-compatible models (Ray-Ban Meta from $379-$499 and Oakley Meta from $449-$499), with up to 8 hours battery life and Transitions adaptive lens options.
- Eye Exams Digital eye exams available at store locations with online booking, provided by independent optometrists. Includes prescription updates and comprehensive eye care, with seamless prescription integration with eyewear purchases.
- Essilor Stellest Lenses FDA market-authorized spectacle lenses designed to slow myopia progression in children, marketed as the first and only lens of its kind for myopia management.
Quantifiable outcome
- Save up to 80% on frames with vision insurance
- +1 more outcomes
Companies that use Target Optical
Customer profileSegments5 records
Ideal customer profiles5 records
Target Optical technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability8 records
Feature5 records
Target Optical partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- EssilorLuxottica (Luxottica Retail)coreTarget Optical is operated by Luxottica Retail, a subsidiary of EssilorLuxottica S.A., the world's largest eyewear company controlling over 20% global market share. This vertical integration provides access to iconic brands like Ray-Ban, Oakley, and licensed luxury labels including Prada and Chanel.
- Meta (Facebook)coreMeta partnership enables Ray-Ban Meta and Oakley Meta AI-powered smart glasses featuring Meta AI technology, camera integration, voice commands, and open-ear audio. Target Optical serves as retail channel for these exclusive smart eyewear products.
- Ray-BancoreRay-Ban brand partnership provides access to iconic eyewear including Wayfarer, Aviator, and Round shapes, plus exclusive access to Ray-Ban Meta smart glasses with Meta AI integration.
- OakleycoreOakley brand partnership provides sports and performance eyewear including the Oakley Meta AI smart glasses line with Transitions adaptive lenses and Prizm lens technology.
- OneSight EssilorLuxottica FoundationminorPartnership supporting the Foundation's ambition to eliminate poor vision by 2050 through sustainable eye care access initiatives. Target Optical contributes to this philanthropic mission.
- Major Vision Insurance ProviderscorePartnerships with most major vision insurance plans allowing customers to apply insurance benefits online and in-store. Accepts out-of-network claims for plans like VSP for customer convenience.
- Independent OptometristscoreNetwork of independent optometrists providing eye exams at or near Target Optical locations. Doctors in some states are employed by Target Optical; in California, self-employed doctors lease space inside stores.
- Designer Brands (Coach, Armani Exchange, Vogue Eyewear, etc.)coreLicensed partnerships with multiple designer brands including Coach, Armani Exchange, Emporio Armani, Ralph by Ralph Lauren, Vogue Eyewear, Swarovski, Costa, Scuderia Ferrari, and others providing branded eyewear products.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Target Optical competitors and assessment
Company assessmentDirect peers
- Zenni Optical: Zenni Optical is the largest online-only prescription eyewear retailer in the US, known for aggressive sub-$50 pricing. It competes with Target Optical primarily on price and convenience, drawing price-sensitive consumers away from in-store optical purchases.
- America's Best Contacts & Eyeglasses: America's Best is one of the largest US optical retail chains, focused on value-priced prescription eyewear bundled with eye exams. It competes head-to-head with Target Optical on price and insurance acceptance, particularly in suburban and value-oriented consumer segments.
- Pearle Vision: Pearle Vision is a US optical retail franchise also owned by Luxottica Retail (EssilorLuxottica), providing prescription eyewear, eye exams, and insurance integration. It targets a similar insurance-driven, value-conscious consumer with a smaller, franchise-led footprint compared to Target Optical's corporate stores.
- LensCrafters: LensCrafters is a US optical retail chain operating ~900 stores, also owned by Luxottica Retail (EssilorLuxottica). It is the closest direct competitor to Target Optical, offering prescription eyewear, designer brands, in-store eye exams, and insurance integration through a nearly identical retail optical model.
- GlassesUSA: GlassesUSA is a leading online optical retailer offering prescription glasses, sunglasses, and contact lenses with insurance integration. It mirrors Target Optical's e-commerce and insurance-processing model while competing on price and home delivery convenience.
- Warby Parker: Warby Parker is a DTC eyewear brand with both online and ~200+ retail store presence, selling prescription glasses and sunglasses at accessible price points. It directly competes with Target Optical on price, brand selection (including its own house brand), and convenience, particularly among younger consumers.
- For Eyes: For Eyes is a US optical retail chain offering prescription eyewear, contact lenses, and on-site eye exams. It is comparable in size and store count to Target Optical and competes in similar suburban US markets with insurance-integrated optical services.
- Costco Optical: Costco Optical operates optical departments within Costco warehouse stores, leveraging the membership-based retail giant's foot traffic to sell prescription eyewear at value price points. It competes with Target Optical for value-conscious, insurance-using shoppers, particularly in suburban markets.
Broad incumbents
- Sunglass Hut: Sunglass Hut is a sister Luxottica retail brand specializing in non-prescription sunglasses. It overlaps with Target Optical's sunglasses assortment (Ray-Ban, Oakley, designer brands) and competes for the same fashion-conscious consumer, though without prescription eyewear or eye exam services.
Emerging players
- EyeBuyDirect: EyeBuyDirect is an online-first prescription eyewear retailer offering frames at low price points with virtual try-on. It competes with Target Optical on digital purchasing experience and affordability for digitally native consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Target Optical social profiles
Digital presenceTarget Optical compliance and trust
Trust signalCompliance1 record
Target Optical financial estimates
Financial estimateRevenue estimate
Valuation estimate
Target Optical leadership team
Management profileNumber of profiles
Target Optical funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Target Optical M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Target Optical
What does Target Optical do?
Target Optical is a US eyewear retailer selling prescription eyeglasses (starting at $79 with lenses included), designer and brand-name sunglasses, contact lenses (daily, bi-weekly, monthly), and AI-powered smart glasses (Ray-Ban Meta, Oakley Meta). It complements retail sales with in-store and online-bookable eye exams from independent optometrists, virtual try-on, digital vision insurance benefit processing, and buy-now-pay-later installment options via Affirm and Afterpay.
Is Target Optical a public or private company?
Target Optical is a private company. It is classified as corporate owned and is currently operating.
When was Target Optical founded?
Target Optical was founded in 1995. It employs 501 to 1,000 people.
Where is Target Optical based?
Target Optical is headquartered in Mason, United States, in the North America region.
How does Target Optical make money?
Six revenue lines are on record. Prescription Eyewear Sales are the primary driver. The others are non-Prescription Sunglasses Sales, contact Lens Sales, eye Exam Services, installment Payment Processing and vision Insurance Benefits Processing.
Who are Target Optical's main competitors?
Direct peers on record are Zenni Optical, America's Best Contacts & Eyeglasses, Pearle Vision, LensCrafters, GlassesUSA, Warby Parker, For Eyes and Costco Optical. Sunglass Hut is listed as a broad incumbent. EyeBuyDirect is listed as an emerging player.
Does Target Optical have an API?
No public API is recorded for Target Optical.
What industry is Target Optical in?
Target Optical's product category is Optical Retail. Its primary akta.pro industry code is HLAKAKAL, Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses), with a secondary code of CRAAAKAA, Prescription Eyewear Frames (Optical). Its NAICS code is 45613 and its SIC code is 3851.