Why We Price Every Frame at $29
Through the Lens · The Journal
Why We Price Every Frame at $29
Walk into most eyewear wholesale relationships and the first thing you meet is a grid. This frame is $38, that one’s $54, the designer-adjacent one is $71, and the price you actually pay depends on your volume tier, the season, and how hard you negotiated the day you signed up. The opacity isn’t an accident. It’s how margin gets quietly taken from the people least able to chase it: independent optical owners with one location and no buyer on staff.
We decided to do the opposite. Every frame Peaks carries is $29 wholesale. Acetate, titanium, sun, optical, clip-on — one number.
A flat price is a promise you can plan around. A grid is a negotiation you’ll usually lose.
Flat pricing changes how an independent buys. You stop choosing frames by cost code and start choosing them by what your patients actually want on their face. You can refresh your board without recalculating your margin on every SKU. And you can price at retail with confidence, because your input cost never moves.
It also changes the conversation at the counter. When your cost is predictable, you can build a clean retail tier system on top of it — and tell your patient a straight story about why one frame is $129 and another is $279, without the answer secretly being “because that’s what my supplier charged me that week.”
There’s a version of this business built on confusion. We’re betting on the version built on a number you can trust.
From the corner optician to the chain roll-up era — how the independent Canadian optical got here, and why the next decade still belongs to the owner-operator who knows your...
