In the world of entrepreneurship, it is essential to find a popular and painful problem to solve, and that’s exactly what Stephen Lease did. Growing up around golf, he struggled to find affordable, stylish sunglasses that wouldn’t bounce or slide off his nose while running. Thus, in 2015, he co-founded Goodr, an affordable eyewear company, with Ben Abell and Keri Blunt. Despite working full-time jobs, they ran Goodr as a side gig, selling their colorful glasses out of their cars and minimizing inventory to keep operating expenses lean.
Goodr’s sunglasses are known for their affordable price points, ranging from $25 to $45, along with flexible and durable designs made from soft-touch coated plastic. The brand gained popularity in the running, CrossFit, and golf communities due to their sweat- and jounce-resistant features. By catering to different face sizes, Goodr unintentionally hit the sweet spot with frames that fit most people well, helping them gain a foothold in the market.
As the demand for Goodr’s products grew, the company realized the need for better systems to handle the volume. With expansions into pickleball, baseball, skiing, and golf, Goodr offers a wide range of frame options. The golf line, inspired by Lease’s father’s work at a course, features cheeky names like Back 9 Blackout and Clubhouse Closeout in vibrant colors like yellow, green, and orange.
Goodr’s prices and marketing strategy are intentionally designed to empower customers to explore their wild side. With over 5,000 stores worldwide selling their products, Goodr offers 100 frame-and-color combinations, including 150 limited-release editions annually. From starting with an order of 1,800 frames to buying containers of 82,000 pairs, Goodr’s growth trajectory has been impressive, yet they see it as just the beginning of their journey.
Through their journey, Goodr faced challenges like quality control issues but learned from them, leading to improvements in their processes. The company’s success can be attributed to their innovative designs, affordable pricing, and a marketing approach that encourages customers to embrace fun and individuality. As they continue to expand their product offerings and reach, Goodr remains committed to providing customers with quality, stylish, and functional eyewear.
In conclusion, Goodr’s journey from a side gig to a global eyewear brand is a testament to the power of identifying a niche market, offering innovative solutions, and staying true to the brand’s values. With a focus on customer empowerment and product quality, Goodr has secured its position in the market and continues to thrive in an industry dominated by high-end brands. As they look towards the future, Goodr is poised for continued growth and success, fueled by their commitment to providing affordable, stylish, and functional eyewear for customers worldwide.
