Scanlan Theodore
In the competitive world of eyewear retail, ensuring your practice is stocked with bestsellers is a necessity.
These products are the frames and sunglasses that patients actively seek out, driven by current trends, celebrity endorsements, or social media influencers. Even in tough financial times, sunglasses and eyewear remain accessible luxury items, making them small yet impactful investments in your patients’ personal style… and critical to practice profit.
Bestsellers often reflect the latest trends, especially when it comes to sunglasses. From the bold, oversized styles of the ’80s to the slim, futuristic frames of the ’90s, and the embracing sporty, wraparound designs of the 2000s, trends are forever changing. The 2010s saw a resurgence of retro styles, while today’s trends blend nostalgic influences with modern minimalism, featuring diverse shapes and sustainable materials.
Optical trends have followed a similar trajectory, shifting from the bold, oversized frames of the ’80s to the minimalist, wirerimmed styles of the ’90s. The 2000s favoured lightweight, rimless designs, and the 2010s brought back vintage-inspired looks. Now, optical frames combine retro influences with interesting colourways and refined simplicity, reflecting broader consumer preferences and industry shifts.
CONSISTENCY AND INNOVATION
While predicting bestsellers can be challenging due to their trend-driven nature, Brad Saffin, Managing Director of Marchon Australia, holds a firm view that classic optical and sun frames that suit a wide range of patients will consistently perform well.
Additionally, he said certain eyewear models have consistently topped the sales charts due to key factors like design and quality.
“For more broadly distributed lifestyle brands, rectangular shapes with interesting temple features have been consistent top sellers in optical frames. Designer brands, however, are more trend-driven, with navigators and fine metal frames consistently at the higher end of our best sellers. The size and thickness of the acetate will change with fashion trends.”
When it comes to sunglasses, Mr Saffin noted that “heavier acetate, narrower eyeshapes, and heavy temples have been popular.”
“However, we might be moving away from that now, with finer temples making a comeback.”
He also observed a move to more colourful assortments with pastels, and crystal colourways gaining more popularity over traditional black.
Mr Saffin said quality remains the ultimate factor in a frame’s success. “People keep coming back to the same frame because of its quality; consumers are looking for value.”
However, trends can move at different speeds across global markets, sometimes resulting in a lag.
“Social media is speeding up this process, yet there can still be instances where a strong performing European style is introduced to the Australian market too early, before the trend has reached our shores. Colours, however, seem to catch on more quickly, with green being particularly popular this season,” Mr Saffin said.
Brad Saffin in Marchon’s New York showroom.
THE ROLE OF QUALITY AND CRAFTSMANSHIP
Todd Aitken, Manager at OnePointSevenFour Paddington NSW, echoed the importance of quality and detail in eyewear selection.
“We have seen a real shift toward the highest quality materials. We are in a new era of fashion where discerning customers are looking for high-quality details and materials. People are more concerned about the manufacturing process and craftsmanship – definitely not just the brand anymore.”
He has also noticed a trend toward smaller, more flattering shapes in eyewear, with high fashion elements that accentuate features rather than covering them. “When it comes to shapes, things are getting smaller again. Smaller and more flattering, with high fashion elements. Frames that accentuate features and work with cheekbones and bowlines rather than covering the entire face.”
By instinct, Mr Aitkin can often predict which shapes will become bestsellers. “Some frames simply look cool and elevate most people’s features, which tends to make them bestsellers of the season. Other styles, that are harder to pull off, need to find that right person.”
Todd Aitken outside OnePoint SevenFour, Paddington.
INNOVATION IN MATERIALS AND TECHNOLOGY
According to Mr Saffin, innovation in materials and technology is key to maintaining the success of top-selling eyewear products.
“In Australia, consumers are very educated on polarised glasses; polarised lenses form a much larger proportion of our sunglass lens sales than elsewhere globally. Sustainability and environmental impact are becoming much more important to consumers, but the quality still needs to remain high. Improvements in quality are crucial, from hinges to general finishing on frames,” he added.
THE INFLUENCE OF MEDIA ON BRAND DISCOVERY
At OnePointSevenFour, bestsellers do more than just boost immediate sales; they play a crucial role in building patient loyalty. As Mr Aitkin explained, “customers are very aware and ask us if our styles are the latest, and the answer is always ‘yes.’”
He said the role of media is also critical in driving brand discovery. “A frame from Jacques Marie Mage was featured on the Netflix show The Gentlemen, and in a fortuitous coincidence, which almost never happens, we had the stock arrive as soon as the show was launched. However, all the stock was sold on pre-order before it even arrived.”
Another key avenue for customers to discover eyewear is now through Instagram and TikTok.
HARNESS THE POWER
In an eyewear practice, bestsellers transcend mere popularity – they are integral to your business strategy. By strategically curating and promoting in-demand brands and styles, you align with patient preferences, bolster your practice’s reputation, drive revenue, and sustain a competitive position in an increasingly competitive market.
Explore the Australian bestsellers we’ve presented in the following pages. They’re available now to elevate your practice’s collection.
AM Eyewear
The Oceanico by AM Eyewear is a stunning cats eye frame combining acetate and 18K gold-plated Japanese titanium. Available in four colours – including the top-selling soft crystal pink ‘lellow’ – it features AM Eyewear’s signature nose pads and hardened rubber-coated black temple screws. The Oceanico personifies luxury and durability.
Contact: AM Eyewear (AUS) 02 9357 4550
Lipo
Asia Contact 1’s best-selling eyewear, Lipo, is a leading choice for kids’ myopia control. Its innovative design ensures a perfect fit for each child, making it a preferred option for optometrists prescribing myopia control lenses.
Visit: asiacontacts1.com
Woodys Eyewear
Since its creation in 2013, Woodys Eyewear has always strived to break stereotypes. Inspired by the latest fashion trends, the Woodys design team in Barcelona creates frames full of authenticity. Pictured is Rue, a modern and daring sunglass model made of Italian acetate – a must-have for summer.
Contact: Frames Etcetera (AUS) 1800 708 771
Porsche Design
Porsche Design’s innovative new range – Absorber (P8766) – is sure to bring comfort to the wearer. Enhanced comfort is provided by leveraging the technology of shock absorbers found in Porsche cars. By integrating a unique buffer system that reduces contact pressure and maximises comfort through its shockabsorbing effect, the wearer will not only look great, but feel great too.
Contact: De Rigo (AUS) 02 9428 1500
Frank Seed
Discover the essence of Australian craftsmanship with Green Infinity’s bestselling handcrafted eyewear. Each Frank Seed piece is meticulously designed, offering bespoke options that allow for customisation in any size, shape, and colour. Experience eyewear that’s not just a purchase but a personalised statement of style.
Contact: Green Infinity Eyewear (AUS) 0433 737 328
Ferragamo
Strong and innovative, Ferragamo style SF2973 combines aesthetics and technical know-how to reinvent classic shapes embellished with the brand’s iconic codes. A key feature of this best-selling style is the evolved Gancini detail, now rendered as a functional and decorative element with a sculptural three-dimensional prism effect. This is enhanced with the new Ferragamo logo engraved on the temples – a signature of style in continuous evolution.
Visit: marchoneyewear.com.au
Tom Ford
Within the Tom Ford optical range, the FT5938-B is a best seller thanks to its easyto- wear rectangular frame with a thin acetate front and stylish temples, highlighted by the iconic metal T logo decoration.
This style is available with blue block lenses and is crafted from eco-acetate in colourways black and dark havana.
Contact: Marcolin (AUS) 02 8456 0946
Maui Jim
Laulima from Maui Jim sunglasses draws inspiration from the iconic Ho’okipa. This contemporary frame is lightweight and adaptive to active and leisure time outdoors. Designed with MauiPure, it brings style and function to your patients’ outdoor world.
Contact: Maui Jim (AUS) 1800 010 244
Res Rei
Res Rei crafts avant-garde spectacles blending art, architecture, and fashion. The brand’s innovative designs, handmade in Italy, showcase a unique contemporary luxury through a delicate balance of transparencies and vibrant colours. Each piece embodies a meticulous aesthetic, merging unconventional elegance with exceptional craftsmanship. Pictured is Cinnamon in light blue gradient green.
Visit: propergoods.com.au
Aikō
Discover the Aikō 2212 in forest green, Optique Line’s best-seller style that takes your patients seamlessly from boardroom meetings to evening drinks. This versatile frame embodies style and functionality, making it the perfect accessory for any occasion.
Visit: optiqueline.com.au
Paul Taylor
Give your clients the experience of exceptionally luxurious, premium quality eyewear and sunglasses, designed in Australia by Paul Taylor. The comfort and colour palettes available are just two of many highlights. Pictured is Crave It, a design available in three sizes. Just one of many Paul Taylor Design offerings.
Visit: paultaylor.com.au
l.a.Eyeworks
Pulsing with saturated colour, the chic upward sweep of Austin by l.a.Eyeworks is accented by swatches of complex, laser-cut patterns that reference gemstone embellishments… and sparkle like them, too.
Contact: ProOptics (AUS) 02 8007 6041
Crawler
Crawler is back with an updated sleek sporty frame. Crawler’s wraparound design provides maximum coverage and protection from the sun’s harmful rays. This lightweight men’s frame is made from durable materials designed to withstand the rigours of any outdoor activity. The rubber nose pads and temple tips ensure a comfortable and secure fit, even during intense physical activity. The ultimate in glare reduction, the Blue Water lens is Revo’s signature polarised gray-based, blue mirror coated lens. It’s ideal for bright, sunny days on the beach or for fishing, boating, and all water sports. Pictured is model RE 1027 01.
Visit: aus.revo.com
Zinger II
Crafted with precision and passion, Zinger II takes the flattering design of the best-selling Zinger frame to greater heights with brand new colours and eco-friendly handmade acetate. The addition of spring hinges ensures a perfect fit that adapts to the wearer’s movements for enhanced comfort and durability. This women’s frame has an everyday sunglass lens for bright, sunny days. Graphite is a polarised gray-based, silver flash mirror-coated lens for simple colour definition and enhanced contrast.
Visit: aus.revo.com
Carrera
With its classic square shape and sophisticated style, the 308 (pictured) is one of Carrera’s best-selling frames. The model has recently been redesigned for the new Carrera Pat Cummins Selection, and now features a limited-edition green colour along with Pat’s signature in gold, for a unique and exclusive twist.
Contact: Safilo (AUS) 02 9540 0500
The Elusive Miss Lou
Attract customers into your practice with The Elusive Miss Lou eyewear. For those looking to make a splash on the runway or at the beach this summer, look no further than The Runway model – available in a run of new colours that are sure to make your patients shine.
Visit: theelusivemisslou.com
VAANYARD
Dom-Ino, from the VAANYARD collection, draws its inspiration from the Le Corbusier architectural movement of the early 20th Century. This Australian designer eyewear is crafted from customised European and Japanese acetates, and finished with exclusively manufactured hardware and quality assured lenses.
Visit: vaanyard.com
Martin Wells
Monaro, with its classic strong lines, is reminiscent of the 1970s. This iconic double bar unisex frame has been designed by John Van Staveren, who also has a passion for restoring cars.
Naturally, however, forward thinking has been applied. These stylish frames are manufactured with Mazzuchelli M49 biodegradable acetate. Available in four colours.
Visit: vseyewear.com.au
Oroton
Oroton is synonymous with craftsmanship, accessible luxury, and a unique Australian sense of beauty. The Emma optical is a small size d-frame, designed for a petite face shape. Handcrafted using luxurious signature tortoiseshell acetate and contrasting peach acetate temples. The Oroton logo is debossed into hand polished, gold hardware.
Visit: sunshadeseyewear.com.au
Scanlan Theodore
The Romy, a smaller style from Scanlan Theodore’s optical collection (pictured), was affectionately named by Gary Theodore after his daughter Romy. A consistent top seller, it simply looks amazing. If your patients look good, they feel good… and so do you.
Contact: iLab Optics (AUS) 03 9827 2796
