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Diff has sold sunglasses and frames online and through department stores for more than a decade. It had never had a store of its own. Its first one opened Saturday, Oct. 10. On King Street.
Not Los Angeles. Not Miami. Charleston.
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The shop leans hard into being more than a shop: an immersive art installation, on-site eye exams, and a look designed by Phil Otto, who previously did creative design for Urban Outfitters and REI. The Post & Courier reports it's about 1,800 square feet at 423 King St., anchored by a tree sculpture from artist Daniel Popper.
This is the start of something bigger. Diff says it plans 30 more stores over the next three years, with Tampa Bay up next in spring 2027.
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So why here first? The Post & Courier reports the company pointed to King Street's walkability, the visitor traffic and the shopping scene, and its CEO said the brand is aimed at middle- to upper-income women from 25 to 50. Its revenue is on track to clear $100 million this year, according to the same report.
That shopping scene includes the competition. Warby Parker opened its first South Carolina store at 415 King, a few doors up. So if you've ever wanted to try on frames at two direct-to-consumer brands in one block, King Street just became the place to do it.
Diff isn't exactly a startup. Founded in 2014, it's grown online at about 20% a year, and it already sells through roughly 700 department store locations, including Nordstrom and Dillard's, plus more than 1,000 smaller boutiques. In December it adds more than 1,200 Target stores, starting with a limited-edition Emily in Paris collection.
There's a local give-back piece too: Diff is working with Vision To Learn, a charity that brings eye exams and glasses to kids in local schools, timed to the opening.
Worth a look next time you're on King. Bring your prescription.
Sources: FashionUnited (opening date, store concept, expansion plans, wholesale and Target numbers, Vision To Learn), Charleston City Paper (Warby Parker at 415 King) and the Post & Courier (address, size, sculpture, why Charleston, revenue)
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