Target Optical Launches First Eyewear Collaboration, The AndrewAndrew Collection


NEW YORK— Target Optical, operated by Luxottica Retail North America, a major division of Luxottica Group (NYSE: LUX), has launched its first eyewear collaboration. The AndrewAndrew collection of unisex eyewear was created in collaboration with the DJ duo AndrewAndrew, who broke onto the scene in the early 2000s and gained fame as scene-makers, appearing in Lena Dunham’s hit television series Girls. Known for pioneering iPod Dj-ing, AndrewAndrew exude the geek chic aesthetic, appearing in public wearing matching ensembles, complete with identical statement eyewear.

In the design process for a year, according to a Target Optical spokesperson, the AndrewAndrew collection launched on Sept. 30, 2014. It is available exclusively at Target Optical stores and on “Target Optical is excited to launch our first eyewear collection with duo AndrewAndrew. This collection was created for our design-savvy guests, providing them with limited edition styles and accessible fashion,” said Alexis McLaughlin, senior vice president and general manager of Target Optical.

The 14-piece AndrewAndrew eyewear collection retails for $129 (including single-vision lenses) and features modern twists on classis square and circular shapes in bold gemstone-inspired colors. “We wanted to create a collection that reflected our style, exaggerated preppy,” said AndrewAndrew. “We’re excited to see everyone in the glasses, from hipsters to soccer moms. Everybody deserves to look good.”

A Target Optical spokesperson told VMail, “The AndrewAndrew for Target Optical collection is the only package deal offered to consumers for $129. Other frames and lenses are sold separately. The collection will run for a full year, and in the spring new color ways will be introduced.”

Using the AndrewAndrew-curated try-at-home program, online shoppers can choose up to four styles from the new collection, try them at home, order those they want and return the rest for free. While, “Target Optical has been offering the try-at-home program for a few months now, the new AndrewAndrew option was introduced during the launch,” the Target Optical spokesperson told VMail.

Target Optical currently has 338 stores nationwide but plans to increase that number, according to Luxottica’s co-CEO, Enrico Cavatorta. “Increasing the number of Target Optical stores,” will be among the initiatives for Luxottica’s new, as yet unnamed, co-CEO, Cavatorta told VMail during an exclusive interview last month.

In addition, Target Optical will launch a monthly style blog, where AndrewAndrew will provide a personal take on trends and share their latest happenings.