Make A Private Label Frame Line

Why buy private label to sell in your practice or store?

Same quality frames, 70%+ discount than full-priced frames sold to you from frame reps, made in same factories as your favorite independent frame lines, design your own with an artist or choose from pre-made shapes and colors.

Reasons to buy private label:

  • Cut your cost of goods on frames by 70%
  • Stop wasting time meeting with frame reps
  • Stop wasting money on shipping frames all the time to your office
  • Buy better quality at lower prices
  • Prevent yourself from being shopped online for cheaper
  • It’s fun to design your own collection

In This Episode:

[5:41] Guests introduction.
[7:21] Eckhard Wirtz.
[9:07] Richard Keating.
[21:23] Frame licensing.
[31:27] Private label.
[35:40] Making your own frames.
[37:05] Custom frames pricing.
[37:19] Lead time and minimum order quantity.
[46:44] Cost per piece.
[50:55] Materials and where the frames are made.
[55:16] Creating your own warranty.
[1:16:26] Country of origin on the frame.

Eckhard Wirtz is a European educated Master Optician and Optometrist. This foundation has enabled his businesses to combine technical aptitude with business mastery.

After graduating he went onto work as an Optician about dispensing frames, manufacturing frames to fully understand all levels of eyewear constructions and craftsmanship. And after finished his OD degree in Germany.

The main part of his career has entailed positions in Executive Management for companies such as Carrera (Optyl), Eschenbach Optik Germany and BBH- the US subsidiary of Eschenbach Optik.
The latter he established as part owner, responsible for sales management, corporate training, product procurement, forecasting stock levels, manufacture and raw materials sourcing.

In the last 10 years, Eckhard has built a successful wholesale business catering to the 3 O’s with a focus on European designs for the American consumer. As well, as his partnership with Eyeporters LLC to capture US and European optical chains’ and small groups, private/white label opportunities and diversify their product portfolios by being a growth focused partner.

He looks at business through a financial lens with focus on continued growth and the capability to evaluate any businesses P&L and balance sheet.
The keen sense for the entrepreneurial spirit of Opticianry, Optometry and Ophthalmology lets him easily sympathize with their business challenges.
Most of this stems from his creation of multiple companies and restructuring of existing organizations.

This innovative behavior has always been the spark to his success. Even in the early beginnings of BrillenEyes, he saw the importance of implementing state of the art software applications to maximize turnaround time of orders placed by the sales force to guarantee delivery within 3-5 business days. Long before the competition even thought of looking at similar options.
Serving as an industry expert witness on a few boards, has brought him closer to the goal of helping the Eyewear business evolving into the next level of growth potential.

During his time in various positions, he’s developed a vast knowledge of all sides of distribution channels, global manufacturing capabilities, business planning and execution.

One of his greatest passion is the education of Optometrists and Opticians alike, in how to maximize their business in the medical but most importantly in the optical dispensaries. Having multi-level managerial discussions to locate need and determine actions.
Eyewear is and will always be his Domain.

President at BrillenEyes European Fashion Eyewear

I have worked in the optical industry for twenty eight years. I began my career with Lawrence Eyewear moving from territory manager to Regional manager. Having developed strong skills in customer service, sales and key account development I moved to National Sales manager for New Vision Optique. This new position allowed me to meet with some outstanding people in manufacturing from all over the world.

My contacts in key accounts allowed me to add Bushnell and Inspecs USA to my portfolio of products that I represented.

In 2006 I was fortunate to meet my Current business partner Mr. Eckhard Wirtz who was the Sales manager for BBH Eyewear a division of Eschenbach Germany. After two years of working together we decided the time was right for the two of us to move in another direction.

BrillenEyes was formed in 2010 and our quest to create our own vision began. We currently offer Ella & Maxx, Dutz, Reykjavik Eyes Black Label, Roy Robson, Brillen Haus brand and True Private label.

My passion is people and I get to manage the best sales force in the industry. I continue to spend much of my time calling on current customers and looking for new accounts throughout the USA.

We are always looking to add the best sales professionals in the industry to our talented team.



How To Create A Private Label Frame Line For Your Office


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