Diff Eyewear is expanding beyond e-commerce and wholesale with the opening of its first brick-and-mortar store in Charleston, South Carolina.
Cultural anthropologist Phil Otto designed the store, which will feature rotating art installations, brand collaborations, and on-site eye exams.
“The Diff brand is a great confluence of creativity and fun,” said Otto. “Our studio matched that energy by choosing a futuristic palette inspired by the materiality and shapes of the eyewear itself, with art at the center to welcome customers to explore.”
CEO Bob Ross said the move into physical retail was the “natural next chapter” for the brand, with the store concept shaped by customer feedback gathered through its e-commerce business.
“Our goal is to successfully meet that ever-changing definition as a fashion brand and, more importantly, deliver the value customers expect,” Ross said.
“We used those insights to shape our store model with intent and authenticity.”
Diff plans to open 30 additional stores over the next three years, with its second location scheduled to open in the Tampa Bay area next year.
Alongside the retail expansion, the brand will launch exclusive eyewear collections at Target, including a limited-edition Emily in Paris capsule in December.
The company is also expanding its wholesale business by supplying 500 independent optometry practices nationwide after bringing its optical wholesale operations in-house.
Founded in 2014, Diff Eyewear sells sunglasses, prescription eyewear, and fashion accessories through a portfolio of more than 24 licensed brands spanning film, television, and pop culture.
