LOS ANGELES, Oct. 9, 2026 /PRNewswire/ — DIFF Eyewear entered a new chapter of growth, marked by its first foray into stand-alone retail. Over the past decade, DIFF evolved into a leading U.S. Women’s eyewear brand, particularly strong with “Core” Millennials and Gen Z shoppers. Building on that growth, the brand went beyond its e-commerce and wholesale distribution channels and opened its first store on King St. in Charleston SC on October 10th this year. DIFF plans a measured roll out of 30 additional locations over the next three years. DIFF’s second store follows suit in Tampa Bay, FL and is set to open Spring of 2027.

“Physical retail stores are a natural next chapter for DIFF. 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. We used those insights to shape our store model with intent and authenticity,” said Bob Ross, CEO of DIFF Eyewear.

“I want to thank the entire DIFF team for their relentless work in bringing the brand to physical form. We are also delighted to become part of the Charleston community! It is especially meaningful for us to give the gift of sight to kids in need in Charleston as part of this store journey alongside our charity partner, Vision To Learn. Giving back has been at the heart of DIFF since day one,” finished Mr. Ross. 

DIFF’s retail store strategy is focused on an eclectic product offering in an experiential setting that caters to a female fashionista, not attempted in most traditional mainstream eyewear shops. The store concept was designed by Phil Otto, a cultural anthropologist and award winning designer with early roots in the creative design of the iconic Urban Outfitters brand stores and the rebranding of REI. DIFF’s stores will feature an immersive art exhibit and sought-after collaborations paired with cutting edge onsite eye exams.

“The DIFF brand is a great confluence of creativity and fun. 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,” said Phil.

The store expansion builds on DIFF’s core business positioned in ecommerce which operates on the prowess of digital acquisition through social media. DIFF’s ecommerce channel offers fashion eyewear in both prescription and sun frames with an added component of a robust licensing program that represents eyewear through the IP of over 24 licenses (ranging from iconic films and TV streaming series to pop culture celebrities). Its e-commerce business has compounded its growth consistently by 20% per year since its inception in 2014. DIFF’s Wholesale channel will reach over 3,400 retail doors in 2027 including: a department store footprint with Nordstrom and Dillard’s of approximately 700 doors and another 1000-plus doors across specialty, online and women’s fashion boutiques.

Additional Growth on the Horizon:
DIFF also announced it will launch exclusive collections in over 1200 Target doors, featuring a limited edition Emily in Paris capsule in December 2026 and a DIFF LT x Target sunglass capsule starting in January 2027. Also, in January 2027, DIFF will begin servicing 500 doors in the shops of independent eye doctors across the country as a transition from a former licensee to operating its own optical wholesale channel. 

ABOUT DIFF
DIFF Charitable Eyewear is a multi-channel designer eyewear company founded in 2014. DIFF sells sunglasses, Rx frames and bluelight blocking glasses along with eyewear that revolves around pop culture icons. Diff’s frames differentiate by using premium materials and quality craftsmanship at a reasonable price. Diff’s eyewear is designed in our Los Angeles studio. Frames are hand-cut from a single piece of acetate;this adds comfort and flexibility and allows our fashion shopper to buy multiple pairs to DIFFine their look! Since the brand was founded, DIFF has helped millions receive access to vision care through eye care related philanthropic efforts. We currently partner with Vision-To-Learn in our charity and are committed to bring eye exams and medical access to children in schools all across the U.S. Every purchase our customers make continues to help make a DIFFerence!

For more information visit diffeyewear.com.

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SOURCE DIFF Eyewear