Jeffrey S. Raikes School of Computer Science and Management


Date of this Version

Spring 2023

Document Type



Dalton, E., Gentry, N., Kraai, E., Kreuger, A., & Streich, Z. (2023). Warby Parker: A Blurred Vision of Profitability. University of Nebraska-Lincoln.


Warby Parker is a rising competitor in the heavily consolidated eyewear industry. When it launched in 2008, the company took on a blue ocean strategy, which incorporates both cost leadership and product differentiation, in hopes of defeating powerful incumbents. Rather than selling its frames in existing eyewear retailers, many of which are owned by competitors, Warby Parker launched online, selling high-quality frames at an affordable price. More than a decade later, the company is reevaluating its strategy as it has yet to become profitable.