Interchangeable glasses e-tail firm Frameri is adding a physical presence to its model.
The company is partnering with Hoya Vision Care, an optical lens producer, to make Frameri frames available for sale at 500 independent eye-care practices across the United States. Orders will be placed with the Hoya laboratory via a dedicated Frameri website.
Konrad Billetz founded the firm in July 2014, and he is also the eyewear firm’s chief executive officer. According to Billetz, what’s unique about the company is its interchangeable system of lenses, which allows users to buy one set of lenses and then swap them into different frames having the same lens shape.
“Independent eye care professionals will be critical to our success,” Billetz said. He added that being “able to offer them a product that benefits their patients and their business [was] a great opportunity” for the company.
The company last month added a new collection called Machina, a mixed-material frame that incorporates handmade Italian acetate with metal earpieces. The original line of frames is comprised just of acetate.
Frameri is getting ready for a road show to start a round of fund-raising. It began with $1.6 million in seed and angel investments.
Frames start at $99 and can go as high as $179, while the lenses start at $50 and prices rise depending on lens options that are added to the order.
Frameri’s customer profile is someone who is between ages 24 to 35, and about 65 percent of its buyers are female.