The sunglasses industry is booming, with the global market expected to reach $24 billion by 2028. For entrepreneurs looking to tap into this growth, starting a sunglasses business can be a lucrative endeavor. Nevertheless, the eyewear market is also highly competitive. Building a successful sunglasses brand requires careful planning around pricing, manufacturing, and distribution. This is where incorporating a wholesale model from the start can set your business up for sustainable scaling.
Why Go for Wholesale
Higher Margins
By purchasing wholesale sunglasses to resell, you can acquire quality products at significantly lower prices versus retail rates, according to the experts at Olympic Eyewear. This means higher profit margins on each pair you sell. With the right wholesale connections, the markup can range from 100% to 500% above the wholesale cost.
Lower Upfront Costs
Operating wholesale allows you to order smaller inventory volumes per style. You can evaluate demand before investing huge capital into manufacturing or holding storage stock. This keeps overhead costs manageable in those critical early stages.
Wider Variety
A regular sunglasses supplier will develop new styles seasonally. Working directly with manufacturers via wholesale channels gives access to a vast collection of the latest designs. Having this wider variety allows you to determine customer preferences before developing your own flagship products.
Flexibility & Agility
With wholesale, you can switch up inventory quickly based on sales data and trends. Instead of waiting months for new designs from a private label manufacturer, you can choose from thousands of existing wholesale optics updated daily. This means faster adaptation to market demands.
Establish Brand Identity
Product Line
Wholesale sunglasses will provide the starting inventory to launch your brand. But to stand out in the long run, you’ll want distinctive frames that embody your image. Work with a contract manufacturer to produce customized lines. Align choices like shape, color, material, and detailing with your brand identity.
Quality Control
Ensuring consistent quality is vital, or customers will not return. Thoroughly inspect wholesale inventory upon arrival for defects. Provide detailed specifications to factories producing your own products, with on-site checks at various production stages. Conduct drop tests and longevity wear tests on finished samples.
Presentation
How the glasses are packaged and displayed for sale should further communicate your brand imprint. Design branded cases, cleaning cloths, warranty cards, and other collateral. Create an engaging environment in retail stores or compelling lifestyle images on your ecommerce platform.
Market Strategy
Ideal Clientele
Get very specific in defining who your sunglasses are designed for. Gender, age range, aesthetic tastes, lifestyle pursuits, location – these details will dictate marketing and sales strategies. Go where your buyers spend time, both online and physically. Become a recognizable presence.
Promotions
Incentives like free shipping, bundle pricing, contests, and seasonal sales help drive interest and purchases. For wholesale customers like boutiques, provide wholesale pricing tiers based on order volumes. Offer display fixtures and merchandizing materials to brick-and-mortar partners.
The Right Partners
Manufacturers
Vet manufacturing partners beyond product capability and locations/costs. Assess production capacity, quality certifications, social compliance audits, clientele, experience with optical materials/components, and reputation. Ensure a shared commitment to quality and ethics.
Suppliers & Distributors
Establish supplier relationships to access wholesale pricing on replacement parts like lenses and nose pads for repairs. Appoint national distributors to broaden retail distribution while relying on their infrastructure and connections. Determine requisite certifications for regulated products containing UV/polarized lenses.
Conclusion
Wholesale channels supply the startup sunglasses stock to test the market, while contract manufacturing facilitates transitioning to your own branded collections. This balanced approach helps turn a home business idea into a thriving fashion eyewear enterprise.