How to Start a Sunglasses Line Business in 2024
Last Updated: 12/17/2023
Starting Your Own Sunglasses Brand: The Beginner’s Guide
So you want to start your very own sunglasses line? With some strategic planning and elbow grease, your dream can become a reality. Launching a successful sunglasses brand is totally achievable if you follow the key steps outlined in this beginner’s guide.
Getting Started: Research Tips
Before diving headfirst into the glamorous world of sunglasses, it’s important to understand the lay of the land. Start by thoroughly researching existing brands, styles, prices and retailers. This market intel will help you identify opportunities to differentiate yourself.
You can gather insights by:
- Studying competitors online — what are people buzzing about and buying right now?
- Trying on tons of shades in stores — what looks and feels high quality versus cheap?
- Surveying friends and social media on wants and needs — oversized aviators or vintage cat-eye?
Use your learnings to carve out your niche — prices, styles, features — and formulate a game plan.
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Crafting Your Brand Vision
This is the fun part — defining your brand personality and aesthetic! Outline your vision including:
- Brand name: Short, catchy and easy to remember. Protect it legally with a trademark.
- Logo: Simple and recognizable. Will look great on sunglasses and marketing materials.
- Tagline: A memorable motto summing up your vibe. Like Lululemon’s “The Science of Feel Good.”
- Positioning: Upmarket designer? Sporty outdoorsman? Classic and preppy?
- Target audience: Young and trendy? Affluent professionals? Retro and artsy?
Let this brand vision guide all creative and business decisions as you build out your empire.
Designing Irresistible Frames
Now let’s focus on the superstar of your brand — the shades themselves! Work with a product designer to create prototypes for your initial collection.
Aim for 4–6 styles featuring on-trend and signature frames. Choose flattering, versatile silhouettes suitable for your target market. Select quality, durable materials like acetate, metal and plastic.
Determine add-ons like polarized or photochromic lenses, mirrored effects, gradient fades and more. Offer a mix of lens colors and larger size options too.
Refine until you have shades people are drooling over that perfectly encapsulate your brand.
Finding a Factory Partner
With killer designs in hand, it’s time to find a manufacturing partner, likely based overseas in China. Thoroughly vet potential factories on experience, quality and costs. Get multiple bids for comparison.
Important factors in choosing the best fit:
- Minimum order size: How low can you test with?
- Production time: How quickly can they produce and ship orders?
- Quality control: What’s the defect rate and replacement policy?
- Branding capabilities: Can they customize with logos, cases, etc.?
- Costs: How much for different materials, lens types, quantities?
Communicate closely with your factory to meet specifications and quality standards. Don’t fully commit until you review initial samples.
Pricing for Profits
Now do some math to determine pricing. Tally up manufacturing costs then decide on wholesale and retail markups.
Wholesale is what you sell to retailers for — usually 50–60% off retail. So if your cost is $20 and you wholesale at $40, set retail around $80 for a 100% markup.
Price higher for elevated perceived value and room to discount. But stay in line with competitors so you attract customers initially.
Tip: Scope seller fees if leaning towards ecommerce like Shopify and Amazon.
Getting Your Shades to Market
To start selling, focus on:
- Online: Your own Shopify site, plus Amazon, eBay and etsy for added distribution.
- Influencers: Send free shades to popular accounts to seed and spread buzz.
- Boutiques: Approach independent shops about carrying your line on consignment.
- Pop-ups: Book booths at busy events and markets to meet customers.
- Partnerships: Align with complementary brands for cross-promotion.
Pour effort into marketing across social media, paid ads and PR. Offer promotions and run contests to build awareness. Deliver five-star customer service as that’s the best advertising.
Slowly grow the business reinvesting profits into larger inventory orders, new styles and expanded outlets. Stay nimble, respond to feedback, and keep cultivating your community of happy customers.
The sunglasses market is crowded but with scrappy ingenuity, you can totally make your mark. Follow this beginner’s guide to research, plan and execute — soon those stylish shades will be flying off shelves!
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Sunglasses Line Financial Forecasts
Startup Expenses
Monthly Operating Expenses
Revenue Forecast
Frequently Asked Questions
Thinking of starting your own sunglasses line but still have some questions? Here are answers to some of the most common FAQs.
How much does it cost to start a sunglasses brand?
The start-up costs can range from $10,000 to $100,000+ depending on factors like manufacturing, inventory, and marketing. Starting small and reinvesting revenue can keep initial costs on the lower end.
What’s the best way to design original sunglass styles?
Hire a designer to create custom prototypes based on your vision. Provide examples of styles you like and key details like materials and lens types. Work through multiple iterations to fine tune the designs.
Should I trademark my sunglasses brand name?
Yes, it’s recommended to apply for a trademark to protect your brand name and logo legally. This prevents competitors from copying your branding.
How do I find a sunglasses manufacturer?
Online searches can help identify manufacturers in China and other countries. Narrow options by capabilities, quality ratings, and production minimums. Get quotes from a few top choices.
What retailers will carry sunglasses from a new brand?
Boutiques, niche eyewear shops, and some department stores are often open to trying new sunglasses lines. Offer generous wholesale rates and free samples to secure initial accounts.
How much inventory should I order for the first production run?
Start small, between 100–500 units depending on your minimum order sizes. Test demand first. Quickly reorder popular styles. Don’t get stuck with excess unsold inventory.
What kind of profit margins can I expect from sunglass sales?
With wholesale priced at 50% off retail, you can double your money. So if your manufacturing cost is $20 per unit, wholesale at $40, retail around $80. This equals a 100% markup.
What marketing tactics work best for sunglasses brands?
Influencer marketing on social media and online video ads tend to perform well. Pop-up shops, sponsoring music festivals, and product placement also help.
