Eyewear brand sees ‘skyrocketing sales’

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Tuesday, March 4, 2014


MANILA-based independent eyewear and lifestyle brand Sunnies by Charlie reported “skyrocketing sales” in all of its outlets since its introduction to the market in October 2013.

As of its official launch of the eyewear in SM City Cebu last Saturday, the company generated sales of P130,000, an indication the local brand earned the interest of the Cebu market, said Eric Dee Jr., finance director.

“The response of Cebu is overwhelming. We made the right decision to be here,” Dee said during a press conference.

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Sunnies is a spin-off of Charlie, also a Manila-based apparel set-up by Dee and business partner Bea Soriano, who is Sunnies operations director.

“We saw Sunnies doing so well that we thought it merited a brand of its own. So we opened store outlets for this brand and did marketing promotions,” said Soriano. She identified social media as one of the effective marketing tools that allowed Sunnies to generate skyrocketing sales in all of its outlets.

Dee said Sunnies was founded in response to the need for quality and affordable eyewear. He pointed out the country’s growing tourism and travel industry, especially among the younger set, and Filipinos becoming more trendy and fashionable as factors that drove sales of the brand.

The company, composed of four friends, Dee, Soriano, Georgina Wilson and Martine Cajucom, initially spent P10 million to set up three stations, while the rest of the branches were internally generated.

The Cebu branch is Sunnies’ sixth station nationwide. It has one store located in Glorietta 2.

Dee said the company is eyeing 20 branches nationwide by the end of the year. Ten of these outlets will be company-owned while the other half will be franchised.

Next month, the company will open its first franchised outlet in Davao City.

“When we announced we are open to franchising, we received about 200 inquiries not only from locals but also overseas like Singapore and Brazil,” said Dee.

The franchise fee ranges from P1.5 million to P1.7 million.

The team is also in negotiation with Ayala Mall for another station. Soriano said they will also penetrate department stores and gift shops in various resorts in Cebu. They will also launch their own e-commerce website by March 15.

Sunnies is an original equipment manufactured eyewear from China. Soriano said the team provides the style and specs of the eyewear to the manufacturer, whose minimum order stood at 5,000 units per style. The company produces 50 new designs every month.

Currently, Sunnies carry over 150 styles with new pieces consistently delivered twice a month. Each pair of Sunnies eyewear comes in three to four colors priced from P249 to P799.

Published in the Sun.Star Cebu newspaper on March 05, 2014.

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