NYX Cosmetics founder Toni Ko is quickly growing roots for her second Los Angeles-based company, Perverse Sunglasses, which she launched in April. This week, Ko unveiled the company’s downtown L.A. headquarters, in the garment district. The three-story, 24,000-square-foot building houses offices and a warehouses, as well as a 1,500-square-foot street-facing showroom on its ground floor.
After opening Perverse’s first store in the upscale retail strip of Larchmont Village in June, Ko has wasted no time creating a footprint for her accessibly priced ($30 to $75 retail) sunglass line, which follows the same fashion-forward, quick-to-market formula as NYX. A second store in Westfield Topanga mall’s The Village section will open in mid-August, followed by a store in Westfield Culver City mall a few weeks later.
Ko is also dipping into wholesale, launching in 30 Ulta stores this week, followed by Nordstrom and two more retail partners to be announced. “I wasn’t planning to wholesale, but I got a lot of calls from buyers I knew from New York City,” Ko said. She also increased the already robust product offering by introducing a higher-priced acetate collection averaging $120 a pair as well as men’s styles and limited-edition crystal-embellished shades.
“I want to give customers a reason to keep coming back,” she said.
Ko, who travels with several pairs of sunglasses, also created travel cases that hold up to six frames, as well as drawer organizers and dresser-top boxes to store the accessories.
This weekend the company will also launch its Icon initiative, which highlights unique women and men with a limited-edition sunglass style, of which 100 percent of proceeds benefit a charity of the Icon’s choice. The inaugural IconGIRL pool party event on Saturday honors UNICEF ambassador and Special Olympics gold medalist Lucy Meyer. One thousand pairs of her UNICEF blue sunglasses, which sell for $50, will generate a $60,000 donation for Special Olympics.