How to Start Sunglasses Business from Scratch: [Complete Guide for Success 2023]

Ever wondered how to start sunglasses business? I’m here to walk you through a step-by-step guide to building a profitable brand from the ground up. Starting a sunglasses company may seem daunting, but with the right strategy and execution, your eyewear dreams can become a lucrative reality.

Here is a detailed guide on how to start a sunglasses business following the specific guidelines:

How to Start Sunglasses Business: The Complete Guide

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Have you ever dreamed of starting your own sunglasses brand? With the right planning and preparation, it’s an achievable goal for aspiring entrepreneurs. As sunglasses grow in popularity as a fashion statement, there’s room in the market for new, innovative brands. Use this guide to learn the step-by-step process of launching a successful sunglasses business.

1.      Selecting Your Sunglasses Niche

The first step is deciding what type of sunglasses you want to sell. Here are some popular niches to consider:

     i.        Designer/luxury sunglasses:

High-end, trendy options with premium materials. Aim for celebrity appeal.

    ii.        Sports/performance sunglasses:

Offer advanced UV protection and durability for activities like hiking, fishing, and more.

   iii.        Fashion/lifestyle sunglasses:

Fun, stylish looks for everyday wear. Focus on trendy patterns and bold colors.

   iv.        Classic/retro sunglasses:

Vintage-inspired styles reminiscent of old Hollywood glamor or retro decades.

    v.        Eco-friendly sunglasses:

Sustainably made with recycled materials, carbon offsets, etc. Appeal to eco-conscious buyers.

2.      Creating a Business Plan

After picking a niche, it’s time to hammer out the details in a business plan:

     i.        Research the competition:

Study similar brands, prices, and products. Identify gaps you can fill.

    ii.        Project startup costs:

Consider product design, inventory, marketing, permits/licenses, retail space, etc. Factor in operating expenses.

   iii.        Define your target audience:

Create customer personas. Figure out their demographics, psychographics, needs, and shopping habits.

   iv.        Set financial goals:

Estimate first-year expenses and sales. Determine pricing and profit margins. Plan for lean initial cash flow.

    v.        Pick a business name and brand identity:

Choose something memorable that aligns with your vibe and niche. Develop a logo and style guide.

3.      Designing and Manufacturing Your Product Line

Now for the fun part – making your sunglasses!

     i.        Prototype and perfect your designs:

Work with a product designer to refine styles. Test for comfort and durability.

    ii.        Select quality materials:

Research lens and frame materials suited to your price points and brand image.

   iii.        Find a sunglasses manufacturer:

Many overseas companies offer affordable small-batch production. Get samples before large orders.

   iv.        Manage inventory:

Strike a balance between variety and lean options. Allow for some risk and seasonality.

    v.        Obtain certifications:

Sunglasses sold in the US require FDA compliance. Verify lenses block 99-100% UVA/UVB.

4.      Marketing and Selling Your Sunglasses

Success requires the right marketing mix to attract customers:

     i.        Leverage social media:

Build an audience with engaging Instagram, TikTok, and Facebook content. Utilize influencer marketing.

    ii.        Run online ads:

Test search, display, and retargeting ads on Google, Facebook, and relevant websites.

   iii.        Build a user-friendly ecommerce site:

Make it easy for people to learn about your brand and make purchases online.

   iv.        Get local press and events:

Reach out to local lifestyle media and set up pop-up shops or trunk shows.

    v.        Offer promotions and discounts:

Strategically run holiday sales, coupon codes, or BOGO specials to incentivize trial.


5.      Retail Distribution

In addition to ecommerce, placement in retail stores and other channels can expand your reach:

  • Independent boutiques, department stores, or sunglass chains
  • Marketplaces like Amazon,, or regional platforms
  • Specialty shops, resorts, or country clubs that fit your niche
  • Trade shows, pop-up shops, corporate events
  • Wholesale to other retailers or as promotional products


6.      Long-Term Strategies for Growth

Once up and running, focus on sustainability:

  • Deliver excellent customer service and communications
  • Analyze sales data and trends to refine product selection and marketing
  • Expand your product catalog over time as demand allows
  • Invest in brand building and partnerships to stand out
  • Explore licensing deals, investments, or acquisition offers once established

With smart planning and perseverance, you can turn your sunglasses business idea into a lucrative reality. Know it takes time to build a recognizable brand – but the investment will pay off as your company grows and flourishes.


What is the most important factor when starting a sunglasses brand?

When starting a sunglasses brand, the most important factor is identifying a specific niche and target audience rather than trying to appeal to everyone. Research market gaps and develop products tailored specifically for your desired demographic.

What price range should I consider when designing sunglasses?

Pricing will depend on factors like your manufacturing costs, competitor pricing, and target audience. Aim for 3-4X your production cost as a baseline. Luxury brands can charge $200+, while affordable options usually range from $20-60.

How can I make my sunglasses brand stand out?

Ways to differentiate your sunglasses include having signature, stylish designs, using premium materials, offering advanced lens technology, having a powerful brand story, providing superior customer service, and focusing on sustainability or charitable initiatives.

What are the most effective marketing strategies for new sunglasses brands?

Successful marketing for new sunglasses brands often relies heavily on social media, influencer collaborations, paid ads, ecommerce, pop-ups/events, press outreach, and securing retail distribution through boutiques or department stores.

What are the key operations I need to handle when starting a sunglasses business?

When starting a sunglasses business, key operations will include supply chain management, inventory planning, order fulfillment, distribution logistics, customer service, financial tracking, legal compliance, and IT/web management. Streamline processes early on.

Bottom Line On How to Start Sunglasses Business:

And there you have it—a comprehensive roadmap on how to start sunglasses business and find success in the market. Although launching a new brand takes significant effort upfront, the potential rewards of running your own company and seeing customers wear your shades makes it all worthwhile. With the right mix of planning, passion, and persistence, you can turn your sunglasses venture into a thriving business.

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Walter Hendricks

Walter Hendricks is a well-known authority in the eyewear industry, specializing in a diverse range of products such as gaming glasses, swimming goggles, sunglasses, eyeglasses, computer glasses, and fashionable daily-wear eyewear.

Hendricks believes in empowering his readers with in-depth information to help them choose the right glasses that blend functionality and fashion, catering to their unique lifestyle requirements.

His comprehensive reviews and informative articles provide clear insights on everything from cutting-edge gaming glasses to the latest trends in eyewear fashion. Through his work, Hendricks has proven his dedication to helping consumers make informed eyewear decisions that support both their visual needs and style preferences.