How Sunglass Hut Went From a Miami Mall Kiosk to a Global Luxury Sunglasses Retailer
Sunglasses are some of the hottest luxury accessories in the fashion world, going beyond their practical purpose of UV protection and becoming a must-have style staple.
Celebrities flaunt luxury sunglasses everywhere, from prestigious award shows to sporting events alike, and their lower price point compared to other high-end goods makes them a more accessible premium item for everyday consumers. While there’s no shortage of luxury brands and retailers to cater to the demand, few have seen the massive growth of Sunglass Hut. It began as a small business in 1971, starting as a kiosk in the Miami Dadeland Mall. Eventually, its success allowed it to expand across Miami, the rest of the United States, and internationally.
Establishing its e-commerce platform in 1998 and joining the EssilorLuxottica group two years later boosted the business even further. Today, it operates over 3,000 retail locations worldwide and boasts a strong e-commerce presence, but the company is constantly moving forward. Here’s what helped make Sunglass Hut go from a Miami mall kiosk to a global luxury sunglasses retailer:
Customer-focused innovations
Technology has been reshaping the eyewear industry, especially for e-commerce channels. A significant challenge for the online space was guiding consumers to the right frames, as these couldn’t be tried on before purchase, unlike in physical locations. Sunglass Hut capitalized on advanced technology to provide shoppers with innovative tools that simulate the try-on process and offer personalized recommendations.
Sunglass Hut’s frame advisor tool analyzes a person’s face shape, face size, and features to create a tailor-made array of the best glasses for face shape that flatter and add balance. It also suggests a color palette based on skin undertone, hair color, and eye color to complement and highlight natural features. After choosing a potential style, the virtual try-on technology simulates how the pair of sunglasses looks on a person’s face. These innovations make shopping for sunglasses online much easier and more luxurious, replicating the personalized service one might experience in a store. It helps customers narrow down their choices and feel satisfied with their pick, benefiting the business by reducing returns and strengthening e-commerce.
Omnichannel initiatives
Though Sunglass Hut has made significant strides in enhancing e-commerce, it also ensures its brick-and-mortar stores showcase its commitment to creating the best shopping experiences, regardless of where consumers decide to shop. Its physical locations are designed to exude luxury, creating a premium ambiance that feels inviting to all kinds of consumers. Despite high-end offerings, Sunglass Hut aims to make its sunglasses more accessible with touchpoints in prime retail locations, partnering with Hudson to open more standalone outlets, branded corners, or kiosks in the US and Canada markets.
Technology is also integrated into its stores, marrying the online world with in-person shopping for a strong omnichannel strategy. In-store digital shopping tools help customers explore products in greater detail or easily find a pair they’re looking for. Sunglass Hut also rewards online and in-person shoppers with its omnichannel multi-tier loyalty program, The Sun Club. Participants can enjoy birthday and anniversary rewards, gifts with purchases, exclusive product launches, and more. They earn points for online or in-store purchases, encouraging consumers to explore both shopping avenues.
Looking to the future
Sunglass Hut has made innovation a core part of its business model, but aside from adopting current advancements, the company also invests in emerging technologies and aims to create an impact for the future. As the metaverse grew and more and more people became interested in interacting with virtual worlds, Sunglass Hut made sure to offer something for tech-savvy clientele. By partnering with the virtual avatar platform Ready Player Me, customers could claim free virtual sunglasses from brands like Ray-Ban and Oakley for their avatars using the SmartShopper screens in select stores. Investing in the growing metaverse hype and encouraging consumers to visit physical locations also strengthens brand awareness for new demographics.
Sunglass Hut also recognizes its role in the future of eye health and is positioned to improve and protect people’s vision. It’s been a long-time partner of the OneSight EssilorLuxottica Foundation, which helps correct patients’ vision with prescription eyewear and protect their eyes with sunglasses. Under-resourced communities and students in the US benefit from the foundation’s care initiatives, and Sunglass Hut has also raised $27 million through customer donations. Sunglass Hut helps provide the best service and care to its clientele and those who struggle to afford basic eye care needs, helping improve sight for future generations.