Performance Eyecare has created four private label collections.

  
NEW YORK—For an independent ECP, few things are more important than standing out from the crowd. In much of the U.S., consumers are spoiled when it comes to choice—and this includes their options for eyewear and eyecare. Independent ECPs offer unique experiences and eyewear options for patients, but they also face unique challenges when it comes to creating and building their businesses and brands. There are countless creative and special ways for independent ECPs to stand out, and many have found creating private label eyewear collections to be the perfect addition to their practice.

By partnering with experts in eyewear design, development and manufacturing, like the team at Eyeporters, ECPs can turn their practice into an exclusive shopping experience on top of everything else they already offer.

Founded by Eileen Estrada, Eyeporters is a minority-owned female-led company with a focus on the U.S. and EU markets. With 50+ years of combined experience at the company, Eyeporters has reached worldwide distributions for its private label and branded products with both wholesalers and large retail chains.

Eyeporters offers design services, collection development and worldwide manufacturing—a series of services that the team at Performance Eyecare, with 10 locations in Illinois and Missouri, found priceless in their private label journey. Performance Eyecare owner Dirk Massie, OD, explained to VM that the desire to create a private label was threefold: increasing profit margins, providing something unique to customers that would separate Performance Eyecare from competition and to help staff spend less time meeting with frame reps.

 
 Private label collections make up 50 percent of Performance Eyecare board space, and 40 percent of sales.
  
 
 Performance Eyecare owner Dirk Massie, OD, said, “Private label has been received very well in our practices. We've realized that there is a significant percentage of the population that don't care about brand names when it comes to eyewear.”
  
Dr. Massie explained that the journey toward finding a private label partner began with word of mouth: “My good friend Jeremy Ciano, OD, owner of Revolution Eyes, played an integral role in setting up the first meetings with BrillenEyes; distribution sister company for Eyeporters. Our business group was very interested in private label.” Once Dr. Massie and his team had identified potential partners, they got to work planning and designing their label with Eyeporters’ help. He told VM, “We basically sat down with Eyeporters and discussed our preferred styles, price points, quantities, etc. There was a lot of back and forth while the creative juices were flowing, and we pushed forward to create our first private label line.”

In addition to the fun and creative freedom that comes with designing your own eyewear, Dr. Massie and the Performance Eyecare team have found that their four private label collections are a big driver of business. 50 percent of board space in the practice is dedicated to private label, and sales from private label products make up 40 percent of the company’s overall sales—and Dr. Massie says that number is trending higher. “Private label has been received very well in our practices,” he told VM. “We've realized that there is a significant percentage of the population that don't care about brand names when it comes to eyewear. One unexpected advantage of PL was during COVID when supply chains were disrupted—we were not affected because our HUB had enough back stock to allow us to keep selling. While our competitors were scrambling to find frames to sell, we were just fine.”

For independent labs, the story is similar. Daniel Avante, owner of Avante Optics, told VM that the idea to approach private label came directly from his customers. Avante Optics serves over 120 practices in Arizona, California, Nevada, New Mexico, Colorado, South Dakota and Mexico. In addition to private practices, the lab services the general public and many Native American communities nearby. With such a wide customer base, it makes perfect sense to go bespoke. Avante told VM, “[Private label] was a request that came from our customers due to limited sizes and designs that were made available to them; a one size fit all mentality does not work for them.”


The Avante Optics team designed its private label collection to serve the many communities the lab works with, including local Native American communities. 

Avante found his way to Eyeporters through a word of mouth recommendation from his BrillenEyes account executive. He and his team then brainstormed their design ideas before sending them off to the Eyeporters team. He told VM, “Eyeporters put together a line for us, and then we went to visit their headquarters in Southern California. They did all the final legwork, and we just went to finalize the form, fit and function of the product.” The process was creative and easy, Avante told VM, with easy communication and openness to new ideas on both sides.

Like the team at Performance Eyecare, the Avante team has received continued positive feedback for their private label collection. “It has been awesome and nothing but positive feedback from our product; we are looking at a 2 and half year or less timeframe on ROI,” Avante told VM. “Absolutely, there is possible expansion in the near future, we are looking to add more designs.”

From small scale collections with local independents to larger operations like Performance Eyecare and Avante Optics, private label offers a valuable experience and opportunity for everyone. For independents, the ability to stand out from the competition with full creative control is invaluable, providing the chance to service unique customers in a unique way. Finding and expanding your own niche is the cornerstone to how indies can survive and thrive—and private label eyewear brings that niche even more into the limelight.