British eyewear brand Kirk & Kirk is getting ready for a period of remarkable growth and has revealed its strategy for major expansion after experiencing a surge in demand during the pandemic. The renowned brand, famous for its lightweight acrylic handmade frames, will be launching its first pop-up store in Shoreditch, London in September. Additionally, it plans to open six more stores across the UK in spring. The company is also looking for opportunities to expand its reach globally.
Kirk & Kirk attributes its significant growth in recent years to the rising trend of large and colorful frames, which have gained popularity among celebrities. The brand has seen a boost in demand for its high-quality glasses during the pandemic as people use glasses as a way to express their unique style during virtual meetings on platforms like Zoom and FaceTime. Sales for Kirk & Kirk grew by 42% in the first year of lockdowns, and the company predicts a 30% growth this year. The brand’s distribution network has also expanded from 20 to nearly 100 retailers since 2018.
In addition to physical expansion, Kirk & Kirk has made substantial investments in virtual try-on technology, which it believes will revolutionize the eyewear industry. This technology allows customers to try on glasses virtually without the need for a separate app or downloading a photo. While many eyewear websites offer virtual try-on technology, Kirk & Kirk’s system has been uniquely developed by tech engineers who have experience in the gaming world. Their scanning machines accurately depict the true light transmission and color of acrylic eyewear, ensuring customers have a highly accurate and enjoyable online experience.
Jason Kirk, co-founder of Kirk & Kirk, credits the company’s growth to increased demand during the lockdown. People were searching for positivity and excitement wherever they could find it, and having stylish eyewear to wear every day became emotionally valuable. Kirk & Kirk has also leveraged the power of social media marketing to discover independent stores and brands worldwide, opening up new possibilities for consumers.
With its ambitious plans for store expansion in the UK and a strong focus on virtual try-on technology, Kirk & Kirk is well-positioned for continued success in the eyewear industry. As the brand continues to ride the wave of the large and colorful frame trend, it is poised to meet the growing demand for quality glasses both domestically and internationally.
Useful links:
1. Kirk & Kirk official website
2. Vogue article on Kirk & Kirk
