Thanks to aging baby boomers, the demand for readers has exploded way beyond those stodgy frames that were only available at drug stores. According to the Sunglass Association of America, total retail sales for readers across all retail channels increased 6.5 percent in 1999. And while drug stores and department stores claimed about half that business, optical retailers are holding on to 13.6 percent of the market. The good news is that reader sales are expected to continue rising along with the baby boomers' advancing age. Here's a round-up of what retailers are selling to profit from this trending category.

Lloyd Chautin, vice president of The Eye Man in New York City, maintains that offering readers "is an obvious expansion opportunity." But he is careful not to buy just ordinary readers. "We're buying more unusual readers, such as foldable styles that come in pens and novelty hand-painted looks, because our customers want readers with a gimmick that's a hoot or something that's cute," he says. At The Eye Man, retails range from $60 to $130. "One of the benefits to getting readers at an optical retailer is we have the capability to swap lenses if a particular lens power isn't available in a style or color the customer wants. They can't get that service at a department store," Chautin points out.

Laura Kitchel, frame buyer at Vision Makers in Dayton, Ohio, says, "We do well with any readers that are colorful, handpainted, or have animal prints." She adds that while women lean more toward colorful plastics, men gravitate toward the folding metals that come in handy pen cases. "Our regular customers usually want two to three pairs of readers: One pair to keep at home, one for work, and the third pair usually comes in a fun case to pull out of their purse or pocket when they go out at night," says Kitchel. At Vision Makers, readers range anywhere from $29 to $79.

From left to right:  Half-eye style 1227 for  Ron's Optical Case Co.;  CalOptix style Madison  for California Optical; Andrea Jovine style A405  for Colors in Optics; Groovy style Iridescent  Mystic from MySpex

Jack Burns opened a store exclusively for readers called Cheaters, a 300-square-foot kiosk in an upscale mall at Corte Madera in Marin County, Calif. "In order to be successful, we knew we needed to be in an affluent, high foot traffic area, where lots of baby boomers live," says Burns. Though each average ticket price at Cheaters is about $50, Burns says that four regular customers currently own 10 pair each. And in July, a customer purchased eight pairs of readers at once, which set a record as the store's highest single sale yet, at $700. "Our customers reason that they can get a whole wardrobe of readers for the same price they'd pay for a single pair of prescription glasses," says Burns. "At the very least, they want one pair of readers to wear at home and one pair that look like prescription eyewear to wear out."

Burns says that one of the surprise bestsellers at Cheaters has been sunglass readers.

"For people that want to sit out on their decks and read, these styles offer both sun protection and clearer vision." Though Cheaters carries 60 percent metal styles to 40 percent plastic, he says colorful zyls are selling stronger every month. "The colored iridescent plastics are popular among women. But even men are starting to gravitate more toward color, especially the blue and burgundy metals."

"Our customers view readers as fashionable accessories that they can change the same way they change their handbags and shoes every season," says Burns. Adds Chautin of The Eye Man, "We view readers as fun, fashionable accessories that can be lost or disposed of without much guilt-which gives the customer a reason to buy another pair. Treat them as such and they will only add-not detract-from your business." FB