From Killing It On Amazon To Shopify - Open Brands with Channing Dyson of Daxx Eyewear
Seller Sessions · with Channing Dyson · August 29, 2023 · 24 min
Summary
Daxx Eyewear, a brand built on Shopify, achieved mid-six-figure revenue by strategically shifting from micro-influencers to a wholesale model, now comprising 70% of sales. Founder Channing Dyson shares how she built a successful and affordable eyewear brand ($40 per pair) targeting busy moms. The episode provides a blueprint for DTC brands to leverage wholesale for growth, offering flexible stock options and low minimums to attract boutique partners.
Key takeaways
Shift to a wholesale model: Daxx Eyewear successfully pivoted from micro-influencers to a wholesale strategy, which now accounts for 70% of sales. Consider if a similar pivot could unlock growth for your DTC brand by accessing new distribution channels.
Offer flexible inventory solutions: Attract boutique partners with low minimum order quantities (10-15 units) and flexible stock options to enable better inventory turnover, fostering stronger wholesale relationships.
Target niche demographics: Daxx Eyewear's success stemmed from its clear focus on "moms who want both style and affordability." Clearly defining and catering to a specific niche can create a loyal customer base.
Expand product catalog strategically: With 130 SKUs and growing, Daxx Eyewear demonstrates the importance of continuous product development and diversification to meet market demands and maintain customer interest.
Leverage community involvement for brand building: Engaging with local communities and collaborating with local entrepreneurs can build brand awareness and loyalty beyond traditional marketing channels.
Optimize for year-round appeal: Design products that adapt to fashion cycles and offer year-round wearability to reduce seasonal variability and ensure consistent sales.
From Killing It On Amazon To Shopify - Open Brands with Channing Dyson of Daxx Eyewear ### Introduction Channing Dyson is back on the show, this time discussing her eyewear brand, Daxx Eyewear. Targeted at moms who want both style and affordability, Daxx Eyewear has made significant strides since its launch in 2019, primarily through Shopify. --- ### Key Points: #### Personal Origin Story - The inspiration for Daxx Eyewear came from Channing Dyson's experiences at her children's sports events. #### Business Overview - Daxx Eyewear focuses on affordable, stylish sunglasses under $40. - Specifically targets moms. - Currently boasts mid-six figures in revenue. #### Sales Strategy - Initially used micro-influencers for promotions. - Shifted to a wholesale model, accounting for 70% of sales. --- ### In-Depth Segments: #### Business Model & Success Factors - Attracts boutiques starting with small unit counts (10-15 units). - Flexible stock options allow for better inventory turnover. - 130 SKUs and growing. #### Seasonal Trends - Adapts to fashion cycles. - Year-round wearable eyewear allows for less seasonal variability. #### Community Involvement - Engages with local communities and collaborates with local entrepreneurs. <p class
What does this episode say about shopify & ecommerce platforms?
Shift to a wholesale model: Daxx Eyewear successfully pivoted from micro-influencers to a wholesale strategy, which now accounts for 70% of sales. Consider if a similar pivot could unlock growth for your DTC brand by accessing new distribution channels.
What does this episode say about dtc strategy?
Offer flexible inventory solutions: Attract boutique partners with low minimum order quantities (10-15 units) and flexible stock options to enable better inventory turnover, fostering stronger wholesale relationships.
What does this episode say about retail & omnichannel?
Target niche demographics: Daxx Eyewear's success stemmed from its clear focus on "moms who want both style and affordability." Clearly defining and catering to a specific niche can create a loyal customer base.
What does this episode say about brand & content?
Expand product catalog strategically: With 130 SKUs and growing, Daxx Eyewear demonstrates the importance of continuous product development and diversification to meet market demands and maintain customer interest.
What does this episode say about shopify & ecommerce platforms?
Leverage community involvement for brand building: Engaging with local communities and collaborating with local entrepreneurs can build brand awareness and loyalty beyond traditional marketing channels.
