The Daily Guide Summer 2024 - 18

Bread+Butter
G OODR
company realized that running
sunglasses and active lifestyle
sunglasses can be ugly, expensive,
and over-engineered. The
company's goal is to make them
fashionable, affordable, and
high-performance.
But selling at a lower price
point means quantity is important;
goodr has to move volume.
Customers also like goodr's
Hot-Selling Goodr
Offers Fun Shades
at Affordable Prices
New function-forward frames and
googles attract customers year-round.
By Bart Schaneman
F
unky sunglass brand
goodr blends affordability,
fashion, and functionality.
The Inglewood,
California-based company has
seen its sales skyrocket since it
was founded in 2015 as a running
sunglasses brand.
Now its colorful polarized
sunglasses are sold in over 5,000
doors worldwide and the company
employs about 130 people.
It's still self-funded and privately
held.
Goodr sunglasses are sold in
more than 3,000 doors across
the U.S., and 14% of that is
outdoor specialty retail. Overall,
22% of goodr's sales come in the
outdoor category.
LOOKING FOR FUN PARTNERS
The brand is looking for likeminded
active partners. Goodr
wants its retailers to be outdoor
shops. It can be a running specialty
store or an outdoor store
18
that sells hiking and fishing gear
in the summer and ski products
in the winter.
Beyond the sport and active
piece, goodr is also looking for
partners who can fit with the
company's aesthetic. The frames'
colors are bright and include a lot
of pink and teal. The sunglasses
come with carrying cases in
flamingo prints.
Goodr gravitates toward retailers
that lean into the absurdity
of its brand. For example, goodr
holds competitions to see which
store can create the most unique
display of its sunglasses, and then
will sponsor an in-store event for
the winner.
One winning retailer made a
replica of a goodr shipping box
that was about 10-feet long.
GOODR SETS GOOD PRICES
Price, looks, and functionality
have always been important to
goodr. From the beginning, the
GUIDE / OUTDOOR RETAILER SUMMER 2024
lower price point because they
don't feel as bad if they scratch,
break, or lose their sunglasses
compared to a much pricier pair.
Goodr customers might also be
more likely to buy an additional
pair in a louder color or more fun
style. For $25, goodr is giving
customers permission to have
fun.
Goodr's average order value is
over $50, which means a lot of
double purchases. People often
buy a conservative pair and a fun
pair.
Goodr snow goggles retail for
$75, and the company is launching
a prescription sunglasses
program soon, which will be
more expensive.
NEW FOR SUMMER
Goodr has a trio of new
eclectic designs for the summer
season. This August, goodr
is launching three new frame
styles, all of which are priced at
$35. Like all goodr products,
these styles are polarized, offer
UV400 protection, and won't slip
or bounce when you're working
out.
They are also all designed with
what goodr refers to as its four Fs
in mind: " fun, fashion, function,
and 'ffordability.' "
These three frames are
function-forward in their design
and have a sleek wraparound
style, but they vary in aesthetic,
and each has its own unique tech
points:
* Bolt Gs offer adjustable nose
pads, temple grips, and vented
lenses;
* Bug Gs offer adjustable nose
pads, temple grips, and antifog
lenses;
* Astro Gs offer a wider shieldlike
lens design for maximum
coverage.
For a sneak peek at these soonto-be-launched
styles, head to
goodr's booth #17019 at Outdoor
Retailer Summer to meet with
the team and test the frames. If
you're interested in becoming a
retailer, please visit goodr.com to
fill out an application or contact
retailsupport@goodr.com.
PHOTO CREDITS: COURTESY GOODR
http://www.goodr.com
The Daily Guide Summer 2024

Table of Contents for the Digital Edition of The Daily Guide Summer 2024
