Hasta La Creative!

When Warby Parker founder Neil Blumenthal wrote the business plan for what is now one of the hottest e-commerce companies, there was no mention of physical stores. But 48 hours into the affordable-eyewear site's February 2010 launch, he had to reconsider that omission.

“We had to suspend our home try-on program because of unexpected demand,” said Mr. Blumenthal, on the phone from Boston, where Warby Parker just opened a store on Newbury Street, its second permanent outpost. “So I started inviting people over to my apartment — our headquarters at the time — to try on glasses. That was our first indication that brick-and-mortar would be a big part of our business.”

Showrooms, pop-ups and mobile trucks followed, all with success. In response, Warby Parker opened its first permanent store in New York's SoHo neighborhood last month. Boston opened May 17, with more stores planned over the next year. “As awesome as the internet is, somebody can experience a brand in a physical setting in a way that no digital experience can replicate,” said Mr. Blumenthal. “In five years when people use the term "retail,' it'll mean both physical and e-commerce. The phrase "e-commerce' won't even be used any more.”

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