DIFF Eyewear Opens Its First Physical Store

DIFF Eyewear (Los Angeles) has opened its first stand-alone store, in Charleston, S.C., with a second set to debut next spring in Tampa Bay. The women’s eyewear brand said those locales are the first of 30 it plans to open over the next three years.

“Physical retail stores are a natural next chapter for DIFF,” CEO Bob Ross said in a news release. “Over the last decade, we’ve built a deep understanding of our customer through our dot-com feedback, especially how she defines her style and appreciates the ability to edit an outfit. Our goal is to successfully meet that ever-changing definition as a fashion brand and, more importantly, deliver the value she expects. We used those insights to shape our store model with intent and authenticity.”

DIFF’s retail store strategy is focused on offering an eclectic product in an experiential setting that caters to a female fashionista, an approach that’s generally not attempted in most traditional mainstream eyewear shops, the company noted in its release. The store concept was designed by Phil Otto, a cultural anthropologist and designer who’s worked for Urban Outfitters REI. DIFF’s stores will feature immersive art exhibits and collaborations, paired with cutting-edge onsite 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 the art as a centerpiece welcoming everyone to come in and explore,”

Founded 12 years ago, the company has built a wholesale channel expected reach 3400-plus retail doors in 2027, including about 700 Nordstrom and Dillard’s department stores, another 1000-plus specialty, online and women’s fashion boutiques. exclusive collections in over 1200 Target doors and an additional 500 independent eye shops.