EXCLUSIVE: Quay Relaunches Optical Eyewear Category With Focus on Expanded Distribution
Quay is putting a bigger focus on its optical eyewear category.
The eyewear brand is relaunching its optical category this spring with a new 15-piece collection that delivers premium styles at what are meant to be affordable prices and expanded distribution.
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“The optical category is a huge category for us in terms of our growth,” said Katherine Cousins, chief executive officer of Quay. “We’ve previously been mostly focused on sun, but this opens up a whole new category for us. We know like 65 percent of people wear prescription glasses and that number is increasing, so it’s definitely a growing market. It also offers us the opportunity to branch out beyond sun and de-seasonalize the business a bit.”
Quay embarked on a partnership with John Juniper and Jeff Solorio of design company Speed Bureau to codesign the new optical collection. The collection has 15 styles that are trend-forward and give a nod to some of the silhouettes from Quay’s popular sunglasses collections. There are optical styles like aviators, cat-eye shapes and other vintage-inspired silhouettes. Prices range from $125 to $175.
The brand is also expanding its distribution for the new optical category to reach more consumers. Quay offered its original optical collection solely in its 24 stores across the U.S. and its e-commerce site.
“From a distribution model standpoint, it was only single vision and we had all-in pricing,” Cousins said about the brand’s previous distribution strategy. “What we heard from consumers at that time was that we really need a custom experience. So, not only is the business model changing, but we’re going to be working with eye care professionals and in our own stores. It’s an in-real-life strategy because we know consumers purchase eyewear typically in real life. That’s a great opportunity for us to evolve the business model.”
Cousins stated Quay’s goal is to sell its optical collection through roughly 700 eye-care professionals by the end of the year.
Quay is also amplifying its presence in the optical eyewear category by participating in upcoming trade shows like Vision Expo East, Vision Expo West and Silmo Paris.
“Quay has really come to be known as this independent, trend-forward, design focused, but affordably priced [brand,]” Cousins said. “We felt like we were not penetrated enough in this huge and growing category called optical, but we had a right to play. For consumers, really when you think about buying eyewear each year, it’s a medical need, but it’s also one of the most visible pieces of your look, of your statement on your face. We thought we have a right to play here and offer consumers that trend-forward, premium-quality product at an affordable price.”
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