Warby Parker, the trade name for JAND, Inc., is a prescription eyeglasses, sunglasses, and contact lenses retailer headquartered in New York. The company grew to widespread recognition in the first half of the 2010s—upending an eyewear industry dominated by Italian conglomerate Luxottica and that sold most of its products through brick-and-mortar stores and eye doctors' offices. Warby pioneered the practice of shipping frames to consumers' homes for free to try on before buying. The retailer’s prices stand far below most competitors' and its minimalist style has become standard among urban hipsters. Warby has been patient with its growth, avoiding the classic startup pitfall of expanding into too many peripheral fields too quickly. But it has steadily expanded its presence, opening over 100 brick-and-mortar locations around the U.S.