Canadian Brand Kits Launches its Direct-to-Consumer Platform for Eyewear

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VANCOUVER—Kits, a Canadian eyewear brand backed by the investor Roger Hardy, has launched what it calls a “revolutionary platform” at Kits.com to sell eyewear, sunwear and contact lenses online. In its announcement, Kits said it is “reinventing the industry’s manufacturing, distribution, and delivery norms by producing its products from its local manufacturing facilities in Richmond, British Columbia,” which allows the brand to reduce shipping time and environmental impact. According to the announcement, Kits also is preparing to release “Canada’s first-ever online optical exam later this year.” Its site currently offer virtual try-on with some of the frames in its assortment.

In addition to Hardy, founder of the online eyewear platforms Clearly.ca and Coastal.com, the Kits team is led by a team of industry veterans with more than 70 years of combined experience, according to the announcement. VMAIL previously reported on the composition of the Kits management team here.

“With the demand for telehealth and e-commerce skyrocketing, Kits is disrupting the industry by enabling customers to purchase high-quality designer eyeglasses, sunglasses and contact lenses, online at affordable prices,” the announcement noted.

“For far too long the eyewear industry has been dominated by major players that no longer prioritize the customer experience,” Kits co-founder Joseph Thompson said. “We saw the opportunity to do things differently and we’re thrilled to provide consumers with designer eyewear at affordable prices, and without the long wait and hassle of having to leave the home or office.”

Hardy founded Clearly.ca, Coastal.com and Lensway.se, and then sold the sites to Essilor in 2014. Most recently he was an investor and board member of sunglasses brand Prive Revaux, which was acquired in February by Safilo.