when classmates neil blumenthal, jeffrey raider and david gilboa launched warby parker shook up optical world. doing it all online. >> we said what if we can work directly with manufacturers and sell them directly to consumers through a user-friendly website, we could offer quality glasses that cost $500 for $95. we were featured in "gq" and "vogue" and sold out of all our inventory and a waiting list of 2,000 customers. >> for two years they sold exclusively online. they didn't have stores in the business plan. their goal was to change the industry through internet sales. but what they sooned learn surprised them. >> what we found is people really wanted to shop and experience the brand in person. >> they're not alone. internet retailers across industries are finding that while the internet is great to start an idea, ultimately there will always be consumers who want to do things the old fashioned way. touch and feel them before putting down the plastic. e-commerce site piperlime opened a soho location in 2012. and men's apparel has two in the works. bauble bar have two shops in new yo