DIFF Eyewear Launches First Brick-and-Mortar Store in Charleston as Part of Omnichannel Expansion

DIFF Eyewear opened its first physical retail store in Charleston, S.C., on October 10, 2026, marking a shift toward an omnichannel strategy. CEO Bob Ross stated the goal is to provide customers with a full browsing experience beyond task-oriented online shopping. The brand plans to open 30 stores over three years, starting with a second location in Tampa Bay, Fla., in spring 2027. DIFF expects its wholesale network to reach over 3,400 doors by 2027 and will launch limited-edition collections in more than 1,200 Target locations between December 2026 and January 2027. Additionally, the company will service approximately 500 independent eyecare locations via its own optical wholesale channel beginning January 2027.