Glasses can also be changed at will! DTC customized glasses brand PAIR raises $12 million

According to foreign media reports, the DTC customized glasses brand PAIR has recently completed a US$12 million Series A financing to help children and adults transform the "unchanging" glasses they wear daily into a personalized "form of self-expression" that can be changed at any time.

PAIR glasses were founded in New York in 2017 by undergraduate students from Stanford University. During their preliminary research, the brand's founding couple found that many consumers among the 500 families they interviewed hoped that their glasses could become a replaceable accessory, just like changing shoes every day.

Therefore, PAIR 's glasses products turn a pair of glasses into a two-piece set. Consumers can purchase the magnetic support frame and top frame separately and decide the style and color of the frame by themselves. This sales model similar to razors and razor blades provides consumers with more diverse matching options ↓

(Pair glasses official website)

In order to provide consumers with affordable and durable products, PAIR uses a unique supply chain that allows its glasses to be sold at prices far below the average market price of $300. A pair of basic frames costs $60, and top frames cost between $25 and $30 . Therefore, the average user generally owns 5 pairs of top frames, and some customers even buy as many as 90 pairs, increasing the repurchase rate of frame products.

Currently, PAIR has cooperated with Sesame Street, Harry Potter, Marvel and NBA to launch a series of joint products, releasing 3 new limited edition top frame styles every month , which has been welcomed by a large number of young consumers.

The inspiration for the creation of PAIR comes from the personal experiences of the brand's founders and their families. Nathan Kondamuri, one of the co-founders of the brand , wore glasses in his childhood. They felt that glasses were a static medical device, especially for children. They were taken to the ophthalmologist by their parents, and after a lot of "torture", they could only choose from 6 boring and styleless frames.

( Nathan Kondamuri and Sophia Edelstein, founders of Pair Eyewear )

Moreover, studies have found that although children think that their peers who wear glasses are smarter, wearing glasses at an early age can also reduce children's self-esteem, and many children are reluctant to wear glasses. However, integrating classic hero images such as Marvel into product design can help alleviate children's resistance and improve their self-confidence.

Therefore, PAIR 's products initially focused on children who like fresh and interesting things. The five basic frames currently on sale are all designed for children, and only two are suitable for adults.

Interestingly, adult eyewear sales now account for 60% of the brand’s total sales . PAIR also hopes to expand its product line through this new round of financing to provide more purchasing options for adult consumers.

Edelstein said they hope to further develop the children's market while attracting more older audiences. PAIR is doing what other companies can't do, and a deeper emotional connection has been formed between the brand and customers. She said: "We don't want to limit it to the children's market, we are becoming a family brand ."

Pair Eyewear

DTC Custom Brand