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August 2013
Luxury Liner
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Brazil native Edward Beiner opened his first optical shop in South Miami in 1981. His innate ability to spot and set fashion trends has coined the brand-savvy designer as an influential figure in optical retailing, with his brand growing to 11 stores today, many located in South Florida's most fashionable districts. Beiner shares his insights on successful retailing in an environment laced with online competition.
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20/20: Online eyewear retailing and dispensing is on fire. One big player and plenty of new ones at it each day. What's your take on the situation?
Beiner: It was only a matter of time before someone figured out a way to sell prescription glasses online successfully. At first, this will challenge or even disrupt the norm—some will come and go, others will be able to maintain this niche position, but we feel confident that this will never completely replace the brick-and-mortar experience. However, it will force us to leave our comfort zones and adjust how we continue to run our businesses.
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What's your personal and business approach moving forward with online growing in stature?
We are always looking at ways to grow and evolve our business. The technology is not yet available to correctly fit and measure all combinations and varieties of lenses. Until something becomes available that can provide the same quality of service and expertise as one of our eyewear specialists, we will continue to concentrate on our current business model.
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3
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You've sported both the vendor and retailer hat when it comes to frames. Is the mindset different? If so, how? If not, why?
The days of peddling frames from account to account is coming to an end. Technology has made everyone closer, which in return has made it easier not only to find new and unique brands, but to also buy, order and communicate with our vendors. It is time that the traditional idea of a sales rep evolves. What we need are brand ambassadors. Professionals who can come into our stores and train our staff in an engaging manner so that they become knowledgeable and passionate about the brands we carry.
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4
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Designer Branded vs. Heritage Eyewear Brands (20/20 dubs those as Our Eyewear): Build a case for both within the mix of YOUR stores. Is one "better" than the other? Same question when it comes to giant vendors versus small boutique vendors...
As the eyewear business becomes more saturated, the art is no longer in "flipping frames," it is in what brands to carry. Every brand we carry is for a purpose. It is not about large vendor or small vendor, it is about the strength of the brand in question and what carrying that brand says about us.
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(The tail/tale question): Super inexpensive (but certainly still Rxable) frames: Your feelings on that end of the value spectrum...
Value is a relative term. People find value in different ways. The challenge we face in our current market is vendors telling consumers that there is no difference between an expensive pair or an inexpensive pair of eyewear. This misrepresentation is something we face each and every day from online and brick-and-mortar competitors alike.
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