Is a New Frame Line Worth Taking On?

As opticians and optometrists, we’re always presented with exciting new frame lines that promise innovation, trendsetting designs, and higher margins. It’s tempting to jump on the latest collections, hoping they’ll be the next big hit in your practice. But we all know how costly it can be to bring in a new frame line that doesn’t perform. You’re not just investing money; you’re also investing time, energy, and valuable space.

So, before you say “yes” to that shiny new brand, here’s a roadmap to help you choose a new line that benefits both you and your patients.

1. Does This Brand Align with Your Identity?
We’ve all been excited about a new frame collection that catches our eye. But before you get caught up in the aesthetics, think about whether it fits your brand’s identity. Your patients come to you because of your unique perspective and what you offer. Bringing in a line that doesn’t fit can confuse your message.

Ask yourself:

• Who is the target customer for this line?

• Does this brand speak to the values or lifestyle I’ve built for my practice?

• Will it resonate with my patients, or is it trying to be something I’m not?

For example, if you cater to a fashion-forward clientele, a high-end luxury line might be a natural fit. But if your focus is affordability and function, you might be better off looking for something that complements your existing offerings without straying too far from your core.

2. Is the Price Right for Your Market?
We all know the importance of price. It’s not just about the wholesale cost; it’s about how well that price point fits with what your patients are willing to spend. You don’t want to bring in a collection that’s too expensive for your audience — or too cheap and potentially undervalues the rest of your products.

Take a moment to review the current spending habits of your patients:

• What’s the average price of frames in your practice?

• Do your patients splurge on eyewear, or are they budget conscious?

• How does this new line’s price fit into that?

It’s critical to ensure that the new line enhances your overall pricing structure, filling a gap rather than complicating it. A good balance between affordability and quality helps to keep your patients happy and your profits healthy.

3. Does the Brand Offer the Quality You and Your Clientele Require?
Let’s face it: it’s easy to be swayed by trendy designs, but nothing’s worse than dealing with returns or constant frame repairs. Before you bring in any new line, quality needs to be front and center. Your reputation is tied to the products you carry, and recommending a frame that breaks down quickly reflects poorly on you.

When evaluating the quality of a new line, ask:

• What materials are these frames made from?

• Are they using high-quality acetates, titanium, or stainless steel?

• How well do they fit and feel when worn?

If possible, ask for a sample or trial to get a true sense of how these frames hold up. You’ll want something that not only looks great but lasts, because your patients rely on you to guide them toward products they can trust.

4. Is the Vendor Supportive?
Bringing on a new line isn’t just about the frames; it’s about the relationship you build with the vendor. You want a partner who’s committed to your success, not just pushing product. A strong vendor relationship can make a world of difference in how well the line sells and how smoothly the process runs.

Here’s what to consider when it comes to vendor support:

• Does the vendor offer staff training so you can confidently sell the product?

• Are marketing materials and in-store displays provided?

• How responsive is their customer service?

If the vendor is willing to go the extra mile to help you succeed, that’s a good sign you’ll have the tools and support needed to make the line a hit in your optical.

5. Does the Vendor Offer Exclusivity to Prevent Competition?
One thing to keep in mind: exclusivity can be a game-changer. If you’re one of only a few practices carrying a particular frame line in your area, you have an advantage. It gives you something unique that your competition doesn’t offer. But if the line is everywhere, especially online, it might be harder for you to differentiate yourself.

Be sure to ask:

• How widely distributed is this frame line?

• Do other practices in your area carry it?

• Is there a possibility for regional exclusivity?

When a line is overexposed, it loses some of its appeal. But if you can be one of the few with access, you can create a sense of rarity and drive interest.

6. Is It a Trend or a Long-Term Investment?
Trends can be exciting, but they’re also risky. When you’re considering a new frame line, it’s important to distinguish between short-lived fashion fads and timeless designs that will stand the test of time. After all, nobody wants to get stuck with unsold inventory because the trend died out.

Consider:

• Does this line offer styles that are trendy but still classic enough to last?

• What’s the brand’s history? Do they consistently produce wearable designs, or are they chasing the next big thing?

It’s okay to take a chance on something that feels fresh and exciting, but make sure you have enough balance in your collection to keep things grounded when the trends shift.

7. How Much Inventory Are You Expected to Carry?
Inventory management is always a juggling act, and bringing in a new line comes with its own set of expectations. Some vendors require minimum buy-ins, which can be daunting if you’re unsure how well the line will perform. Before committing, make sure the required inventory levels work with your space and cash flow.

Key considerations:

• What’s the minimum buy-in requirement?

• How flexible is the vendor with reorders?

• Will this line require constant restocking, or can you maintain a smaller, rotating selection?

A frame line with flexible ordering and return policies will reduce the pressure, allowing you to test the waters without a huge financial commitment upfront.

8. Check Your Current Inventory: Are You Filling a Gap or Adding Redundancy?
Before you introduce a new line, take a good hard look at your current inventory. What’s performing well? What’s been sitting on the shelves? You don’t want to bring in something that duplicates what you already have, or worse, competes with it.

Run a quick analysis:

• Which of your current brands are performing the best?

• Is there a gap in your offerings this new line could fill?

• Are there any underperforming brands you should phase out to make room?

Knowing where you stand with your current inventory will help you bring in a line that complements, rather than cannibalizes, your existing collection.

9. What Do Your Patients Want?
Never underestimate the power of patient feedback. At the end of the day, the frames you carry need to resonate with the people buying them. Before bringing in a new line, why not ask your patients what they think? A simple survey, a few conversations, or even an in-store event showcasing new styles can give you valuable insight into what will fly off the shelves.

Include your patients in the process:

• Host a trunk show or frame preview event to gauge interest.

• Ask your loyal patients for their opinion on potential new styles.

• Consider patient feedback alongside your business data before making the final decision.

Patients love to feel involved, and their feedback will give you real-world insights you might not get from sales reps or catalog photos.

Lastly, Make Your Decision Count!
Adding a new frame line is exciting, but it’s also a decision that can significantly impact your business. By taking the time to assess the factors outlined here — brand alignment, price, quality, vendor support, exclusivity, trend longevity, and patient preferences — you’ll be better equipped to make an informed decision.

It’s not just about keeping up with the latest trends or having the most frames; it’s about strategically choosing collections that enhance your optical, connect with your patients, and help your practice grow.

When you bring on a frame line that truly fits your practice, everyone wins — your patients, your bottom line, and your brand identity. So, take your time, ask the right questions, and ensure the next line you say “yes” to is worth it.