FORTUNE — Trendy eyeglass maker Warby Parker has raised $36.8 million in new venture capital funding, according to a regulatory filing that indicates the total round could top out at $40 million.
It’s a large score by most any VC standard, and massive for a maker of consumer goods (even if it is one that sells via online channels).
General Catalyst Partners appears to have led the round, with partner Joel Cutler joining the Warby Parker board of directors. The company’s other outside directors are Lee Fixel of Tiger Global Management and Warby Parker co-founder Andrew Hunt (now a VC with Highland Capital Management).
Warby Parker previously raised over $13 million from Tiger Global Management, First Round Capital, Lerer Ventures, SV Angel, Menlo Ventures and Thrive Capital.
A company spokesman has not yet responded to a request for comment.
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