DIFF Eyewear has opened its first stand-alone retail store in Charleston, S.C., an expansion beyond the brand’s e-commerce and wholesale distribution channels.
After opening the flagship location on Oct. 10, DIFF says it plans to add 30 more stores over the next three years. A second location is scheduled to open in Tampa Bay, Fla., in spring 2027.
“Physical retail stores are a natural next chapter for DIFF,” says Bob Ross, CEO of DIFF Eyewear. “Over the last decade, we’ve built a deep understanding of our customer through our .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.”
A New Retail Experience
Designed by Phil Otto, whose previous work includes Urban Outfitters stores and REI’s rebranding, the stores will incorporate eyewear collaborations, on-site eye exams, as well as an art exhibit.
“The DIFF brand is a great confluence of creativity and fun,” Otto says. “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.”
Alongside the stores, DIFF plans to support local communities, which includes working with its charitable partner Vision To Learn to help provide children in Charleston with access to vision care.
Expanding Wholesale Distribution
The retail launch accompanies several other DIFF distribution initiatives. Beginning in January, DIFF also plans to supply eyewear to 500 independent eye care practice locations as it transitions from a former licensee to operating its own optical wholesale channel.
Also, the company expects its wholesale business to reach more than 3,400 retail locations in 2027, including approximately 700 Nordstrom and Dillard’s locations and more than 1,000 specialty retailers, online outlets, and women’s fashion boutiques.
Plus, DIFF announced plans to introduce exclusive collections in more than 1,200 Target stores. For instance, a limited-edition Emily in Paris capsule is scheduled for December 2026 followed by a DIFF LT x Target sunglass collection in January 2027.