Transforming an optical OEM into an in-demand global sunglasses brand

The Challenge

A trusted name in optical manufacturing was ready to tap into a brand-new line of business: selling sunglasses directly to the consumer. And although the client had 45 years of engineering and manufacturing success under their belt — not to mention a reputation for delivering flawless frames that surpass even the strictest quality-control standards — they lacked the internal capabilities and operational alignment needed to make their vision of sunglass glory a reality.

To enter into this ultra-saturated space, the client needed to start from scratch building internal processes for:

• research and development
• product design and development
• supply chain optimization
• vendor management
• product strategy and calendar planning
• transforming the manufacturing floor to expand production capacity without sacrificing quality

In need of an expert with 360-degree knowledge of the eyewear industry, the client turned to Joyce Pokoy-Kurtulus to manage every aspect of their sunglass line, taking each new product from concept to consumer.
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The solution

Joyce quickly got down to work, analyzing every aspect of the client's current operations and identifying the optimal roadmap for bringing teams across every business vertical together to ensure the brand's first DTC launch was a success. This included:

• partnering with the purchasing manager to audit current vendors, adopt cost-saving raw materials and import potentials, and develop secondary resources to strengthen their supply chain
• establishing teams, processes, and strategies for product design and development from the ground up
• working with a team of internal engineering and manufacturing leaders to develop cross-training programs that would eliminate knowledge siloes and prevent production bottlenecks down the road
• onboarding a European manufacturing consultant with 40-plus years of experience in the industry to create a roadmap for driving production capacity
• authoring the client's first-ever release schedule, liaising with cross-functional leads to ensure alignment among product development, sales and marketing, and the manufacturing floor
• collaborating with sales and marketing teams to develop robust strategies for GTM and beyond

The outcome

It didn't take long for the world to fall for the client's fashion-forward shapes, lenses, and color combinations — and the high-quality craftsmanship that goes into each pair of sunglasses. And internally, the teams, processes, and partnerships Joyce helped establish are still in place, bringing a host of new products to market every year. Key outcomes include:

• Reducing raw materials costs by 9% within 12 months.
• Expanding the client's sunglass line from an initial collection of eight models to 15 within two years.
• Positioning client as an in-demand provider of must-have sunglasses, gaining high-visibility placements in commercial and industry publications — including GQ, Men's Health, Men's Journal, 20/20 Magazine, and The Optical Journal.