Eyebuydirect
| Company type | Subsidiary |
|---|---|
| Industry | Online retail, Eyewear |
| Founded | 2005 |
| Founder | Roy Hessel |
| Headquarters | Austin , United States |
Area served | United States, China, International |
Key people | Sunny Jiang (CEO) |
| Products | Prescription glasses, non-prescription sunglasses, sport-specific eyewear, computer glasses |
| Parent | EssilorLuxottica |
Eyebuydirect, Inc. is a digital retailer specializing in prescription glasses, headquartered in Austin, Texas. The company’s product range includes both prescription and non-prescription sunglasses, sport-specific eyewear, and computer glasses engineered to minimize glare.
Established in 2005 by entrepreneur Roy Hessel, Eyebuydirect appointed Sunny Jiang as its CEO in 2017. In 2013, the firm became majority-owned by Essilor, and following the 2018 merger between Essilor and Luxottica, it now functions as a subsidiary under EssilorLuxottica. The business operates across the United States and China, catering to an international clientele.
History
The inception of Eyebuydirect dates back to 2005 when former venture capitalist Roy Hessel founded the company, launching Eyebuydirect.com in March 2006. A year later, in 2007, it introduced EyeTry, a virtual try-on tool that enabled customers to upload their photos and digitally overlay frames, thereby enhancing user interaction. Subsequently, the company launched the "Wall of Frame," a social platform designed for sharing and engaging with eyewear images.
In 2010, Eyebuydirect incorporated facial recognition technology to assist users in accurately measuring their pupillary distance from photographs, refining the online fitting process.
Essilor acquired a majority stake in Eyebuydirect in 2013 while retaining Hessel as CEO. Prior to this acquisition, Essilor had expanded its online eyewear portfolio by purchasing Framesdirect.com in 2010.
April 2014 saw a comprehensive website redesign aimed at improving customer experience and driving sales growth. By 2016, Eyebuydirect had added Essilor’s EyeZen lenses—designed for digital screen protection—to its offerings; however, since 2022, the company has focused exclusively on marketing its proprietary EBD Blue lenses.
A commitment to technological innovation and product development has been fundamental to Eyebuydirect’s expansion and positioning within the online eyewear market.
Operations
Functioning solely as an online retailer, Eyebuydirect designs and manufactures most of its eyewear internally. Its product portfolio emphasizes affordable eyeglasses while also featuring premium labels such as Ray-Ban, Oakley, ARNETTE, and Vogue Eyewear. Additionally, RFLKT serves as the company’s own premium brand. By 2013, repeat customers represented half of the company’s revenue, underscoring strong brand loyalty.
Purchasing prescription glasses requires customers to submit a valid prescription. The company offers a variety of lens options including bifocal, progressive, and Transitions lenses. In January 2020, Eyebuydirect introduced a two-day shipping service within the United States to enhance delivery speed and maintain competitive advantage.