Ombraz: the perfect product business?

 
 

Ombraz makes sunglasses with a flexible cord instead of arms. And they’re going to crush it. They have all the ingredients for building a successful business. Here’s why:

Product innovation:

  • A simple solution to a simple problem: my glasses fall off my face.

  • Probably low R&D budget. Great for bootstrapping.

  • Aspirational branding–using lifestyle imagery to show all the wild activities you can do with these shades

On the business side:

  • High AOV (over $100 for a pair)

  • It’s common to own multiple pairs of sunglasses (potential for repeat purchase)

  • Niche core market (outdoors/adventure) but huge TAM

  • Eyewear has low price elasticity, like other fashion goods. They could’ve charged $50 or $200. I imagine they tested this.

  • DTC ecommerce sales, but could expand to retail

And to top it all off…

  • They’re bootstrapped (I think)

  • Climate neutral

  • Plant 20 trees for every pair they sell

In product development, we say “make the right product, then make it right.” In other words—the first step is to develop the right product in the first place. The same goes for business. Some businesses are harder to start (and grow) than others. Selling hardware, or any physical goods, is on the more difficult end of the spectrum, especially compared to software. And then within hardware, there’s a wide range, too. Ombraz hit the sweet spot: relatively low budget to launch, but with high margins and high growth potential.

Brian Donlin