Warby Parker Shares Surge on Smart Glasses Launch

The eyewear retailer raised its full-year revenue outlook as it prepares to take pre-orders for AI-powered Intelligent Eyewear next month.

Updated on Nov. 6, 2026 in Public Companies

Warby Parker Shares Surge on Smart Glasses Launch

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Would you consider buying AI-powered smart glasses this holiday season?

Warby Parker shares rose more than 22% on Thursday after the company highlighted the upcoming launch of its smart glasses and raised its full-year 2026 net revenue guidance to as much as $976 million. Third-quarter revenue rose 10.4% year over year to $244.7 million.

Why it matters

The rally reflects investor reaction to Warby Parker's push beyond traditional eyewear into AI-powered wearables, developed with Samsung and Google. For U.S. consumers, the move signals that a retailer known for affordable frames is positioning itself in the emerging smart glasses category.

Average revenue per customer rose 6.7% to $342 and EBITDA climbed 11% to $28.6 million in the third quarter, while the company opened 12 net new stores to reach 364 locations. Adjusted EBITDA for 2026 is projected at roughly $118 million, though the company has not disclosed the share of revenue expected from the new smart glasses.

The players

Warby Parker

A publicly traded eyewear company known for direct-to-consumer prescription glasses and retail stores that also offer eye exams.

Samsung

A South Korean electronics conglomerate and major global manufacturer of smartphones and wearable technology.

Google

Alphabet's technology subsidiary known for its search engine, Android operating system, and AI software platforms.

The details

Warby Parker is developing Intelligent Eyewear, AI-powered smart glasses built in partnership with Samsung and Google, and will begin accepting pre-orders for its first collection on November 12. The company plans to deliver customer orders during the holiday season, and its stores continue to offer vision tests and eye exams alongside frame sales.

Q3 2026: Revenue rose 10.4% to $244.7 million and 12 stores opened.
November 5, 2026: Shares rose more than 22% after the smart glasses announcement.
November 12, 2026: Pre-orders open for the Intelligent Eyewear collection.
Holiday season 2026: Customer orders for Intelligent Eyewear are scheduled for delivery.

Market Landscape

Warby Parker's smart glasses effort revisits a category that Google Glass entered in 2013 before its consumer product was discontinued in 2015. This time the company is pairing AI wearables with an established prescription eyewear business, a different approach from the standalone headset model that struggled to win mainstream adoption.

Prescription glasses at Warby Parker start at $95, and shoppers can compare the new smart glasses against its traditional frames when pre-orders open on November 12. Buyers weighing the upgrade should consider whether AI features justify the price relative to standard eyewear.

The takeaway

Warby Parker's stock reaction shows investors are rewarding retailers that can credibly attach themselves to the next wave of consumer hardware. Shoppers interested in smart eyewear should watch how the company prices and delivers the first collection before committing.

What happens next

Warby Parker will open pre-orders for its first Intelligent Eyewear collection on November 12, and customer deliveries are scheduled for the holiday season.