DIFF Eyewear Opens First Stand-Alone Store in Charleston, Plans National Omnichannel Expansion

DIFF Eyewear opened its first stand-alone brick-and-mortar store in Charleston, S.C., on October 10, marking a strategic shift from its digital-first origins toward an omnichannel presence. The company plans to open 30 additional stores over the next three years, with a second location expected in Tampa Bay in spring 2027. Founded in 2014, DIFF has grown its e-commerce business by approximately 20 percent annually and expects its wholesale network to exceed 3,400 doors by 2027. Concurrently, the brand is expanding mass retail partnerships, including limited-edition collections in over 1,200 Target locations starting December 2026, and will launch its own optical wholesale channel servicing approximately 500 independent eyecare locations beginning January 2027.