From clicks to bricks: The rise of phygital retail in the U.S.
Over the past decade, digital-first brands have embraced a "phygital" model (digital to physical), expanding into physical retail to blend online and in-person shopping while refining operations, optimizing customer acquisition, and strategically growing based on shopper demand.
Warby Parker has led this shift, expanding from its first two stores in 2013—a combined 4,500 square feet (sf)—to adding 815,020 sf between 2015 and 2025 across key markets like Phoenix, Southern California, Miami, and the New York City area, with a peak leasing volume of over 360,000 sf in 2022.
The graph reflects the top five phygital retailers by square footage expansion in the last decade. These e-commerce-based retailers have leveraged physical storefronts to strengthen brand presence and enhance customer engagement.
