BUYER’S FORUM

Seeing It Differently

Nestled in Seattle’s funky Fremont neighborhood, Eyes on Fremont is a far cry from your father’s optical shop

eyes on Fremont is a visual feast that adheres to the philosophy of offering fashion-forward frames at reasonable prices.

Owner Nate Ogura, who took over the 18-year-old business in 2011, also strives to find eyewear that you won’t see coming and going. Here, Ogura shares his insights on how he and his staff pick an eclectic mix of product that goes far beyond the same old, same old.

eb: What’s your strategy for curating a covetable assortment?

ogura: One of the hardest things when buying for an optical store is to separate your own personal tastes and those of your customers. We try to get as much of the staff involved as possible when buying because they will be the ones selling the product. We also always strive to deepen our understanding of who our customer is so we can stock product accordingly.

One of our go-to strategies is to visualize the exact customer who is going to buy a particular frame that we are contemplating bringing in. And by “exact customer” we really mean the specifics of that customer.

So when we are looking at a retro-inspired exaggerated cat-eye in red, we’ll think: She’s 27, works at the Tractor Tavern (a well-known local bar and music venue), went to the Mumford & Sons concert last night, and her whole apartment is decorated with items from Etsy.

Or when we’re looking at a cobalt blue 52 eye size with a 24 bridge, we think: He’s 45, has a really broad nose bridge, but still wants a daring color and not just another black frame. You start to get a better grasp on what you should be picking up when you can actually visualize the client who will be choosing a particular frame.

eb: What has surprised you most about the products you carry?

ogura: We try not to have surprises. Since we are so intentional in the frame selection process, we are often surprised that the vendors we end up working with are very similar in their business sensibilities. It’s always a welcome surprise when you can work with partners that share a common set of values with your business. It’s great to have partnerships, not just vendor/client relationships.

Eyes on Fremont owner Nate Ogura in a rare moment of repose

eb: Best business tip for buyers?

ogura: Go to trade shows! There is so much great product out there. Set your business apart by carrying product not found everywhere. To do that does require some legwork, but it pays off exponentially in the long run. Our show schedule each year is Vision Expo East in the spring and, in the fall, Vision Expo West and SILMO in Paris.

Another very valuable tool that Eyes on Fremont uses is an industry group that we meet with twice a year called the EORG [Eastern Optical Research Group]. It’s a think tank of select optical retailers. We share a lot of info about everything in the industry, as well as new frame lines and the direction in which frame trends are going in different parts of the country. The more you network with other talented retailers, the more useful tips you can pick up on.

eb: What are your three best-selling frames right now?

ogura: Our best-selling line is our own Eyes on Fremont line that we develop, design, and only sell here in-house. Kala Eyewear, from and manufactured in the Bay Area, has always been one of our best frame lines.

C-Zone from the Netherlands has really great modern metal designs that sell very well for us. A fourth, Roussilhe, is huge in Europe, but has almost no U.S. presence. It’s real-deal, French-made stuff with that old French frame romance still intact.

Eyes on Fremont, inside and out

eb: Where do you see eyewear trends heading next?

ogura: The past couple of seasons I’ve seen bolder colors, and I think that’s going to keep coming. Styles will go in two ways: either thinner and lighter looking with a more classic and contemporary feel or the flip side, more chunky with thicker cuts and bold angles.

eb: How do you relax in your off hours?

ogura: I have a son, Miles, who is three and a half, so I don’t relax...ever. LOL. I’m a pretty avid golfer too, so I try to play once or twice a week.

—Jackie Micucci