Garrett Leight, founder of Garrett Leight California Optical (GLCO), shares his insights on building a successful eyewear brand by leveraging a hybrid DTC and wholesale model. The episode highlights GLCO's strategy for brand longevity through collaborations, website optimization, and transforming best-sellers into classics. Leight also discusses the opportunities for entrepreneurship during a recession, offering a pragmatic perspective for ecommerce operators.
Key takeaways
Implement a hybrid DTC and wholesale model to balance broad reach with brand exclusivity, as GLCO does with 65% DTC sales and partnerships with luxury retailers like Bergdorf Goodman.
Strategically utilize brand collaborations (e.g., with JJJJound, Rimowa) to introduce your brand to new audiences and reinforce your market position.
Invest in website refreshes and optimizations to enhance the digital customer experience and support ongoing brand evolution.
Develop a marketing strategy focused on elevating best-selling products into "timeless classics" to foster brand longevity and reduce reliance on fleeting trends.
Consider economic downturns as potential opportunities for innovation and focused business development, rather than solely as challenges.
Garrett Leight grew up in the eyewear industry. The founder of the Venice Beach-based eyewear brand Garrett Leight California Optical is also the son of Larry Leight, founder of eyewear brand Oliver Peoples. So it’s no surprise that his namesake brand has seen significant success. For example, it sells 65% direct, but it also sells in top luxury retailers including Bergdorf Goodman and Dover Street Market. What’s more, it’s collaborated with brands from JJJJound to Rimowa and opened nine stores. Its brand fans include Brad Pitt and Elton John. Now approaching his brand’s 15th year in business, Leight still sees plenty of opportunities for growth and evolution. On the latest episode of the Glossy Podcast, Leight discusses the brand’s website refresh, set for January, as well as its next marketing play, focused on turning best-sellers into classics.
Implement a hybrid DTC and wholesale model to balance broad reach with brand exclusivity, as GLCO does with 65% DTC sales and partnerships with luxury retailers like Bergdorf Goodman.
What does this episode say about retail & omnichannel?
Strategically utilize brand collaborations (e.g., with JJJJound, Rimowa) to introduce your brand to new audiences and reinforce your market position.
What does this episode say about brand & content?
Invest in website refreshes and optimizations to enhance the digital customer experience and support ongoing brand evolution.
What does this episode say about founder & leadership?
Develop a marketing strategy focused on elevating best-selling products into "timeless classics" to foster brand longevity and reduce reliance on fleeting trends.
What does this episode say about dtc strategy?
Consider economic downturns as potential opportunities for innovation and focused business development, rather than solely as challenges.
