After developing a strong following for its online store, hip eyeglass maker Warby Parker opens its first brick-and-mortar store Saturday in Soho.
"We think glasses are fun, and the shopping experience should be fun, and really that's what we're trying to create," co-founder David Gilboa told CNBC.
"We're downtown guys, downtown brand," co-founder Neil Blumenthal said.
Warby Parker was founded in February 2010 by four friends at The Wharton School in Philadelphia. Their strategy is focused on boutique-quality eyewear with all glasses retailing for $95 through their website and showrooms. Competitors can charge hundreds for a pair of glasses.
(Read more: Eyewear Maker Warby Parker on Growth, Innovation)
The start-up's elite list of mentors and investors includes legendary retail executive Millard Drexler of J. Crew and Gap fame.
The unique company name Warby Parker is based on two characters from author Jack Kerouac's journals — Zagg Parker and Warby Pepper. Based in New York City, the company employs about 100 people.
(Read more: Rent a Nerd: Start-up Offers MBA Students for Hire)
—By CNBC's Heesun Wee; Follow her on Twitter @heesunwee
