Startup cost
$25k–$250k
TRUiC Business Ideas
How to Start a Sunglasses Store
Decision Snapshot
Sunglasses Store
Idea Score
41
Profit margin
6%
Break-even
4 mo–12 mo
Time to launch
12 wk–36 wk
Demand trend
Stable
5-yr failure rate
—
Capital intensity
Very high
Time commitment
Full time
Part 1 - How to start a Sunglasses Store business - Background
Eyewear has become a critical part of an individual’s personal style. It offers insight into one’s tastes and is the perfect accessory to complete any look. As a result, many consumers invest in multiple pairs of sunglasses, insuring they have the “right” pair each time they walk out their door. To meet this growing demand, entrepreneurs are investing in online and brick and mortar retail stores, offering consumers a multitude of options to choose from.
Our guide is in 3 parts:
- Part 1 - How to start a Sunglasses Store business - Background
- Part 2 - Our planner tool to see if this idea is the right fit for you
- Part 3 - Action plan to get started
What are the costs involved in opening a sunglasses store?
Upfront expenses will be largely dependent on your storefront location and the merchandise you choose to invest in. Costs will be significantly lower if you decide to open an online only store. Doing so will limit you, in some capacity, as many consumers prefer to try sunglasses on prior to purchasing.
Startup costs include the following:
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Location – Sunglass leaders such as Sunglass Hut occupy 400-600 square feet in an area with a lot of foot traffic
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Stock of sunglasses that appeals to a variety of different customers. If you plan to target one specific audience, be sure to understand what it is they are looking for and invest accordingly.
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Shop decor and sunglass displays
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Materials/fees to support your marketing campaigns
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Computer system and POS software
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eCommerce website design and hosting
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Insurance
If your business model calls for an online store only, make sure you have enough space to store all inventory. It should be easily accessible and each pair must be stored properly for safe-keeping.
What are the ongoing expenses for a sunglasses store?
Owners should consider the following ongoing expenses when considering their short and long-term goals
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Cost for retail space
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Costs associated with retail space
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Inventory investment
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Standard administrative costs associated with running a retail space and/or online business
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Payroll taxes and associated expenses
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Advertising/marketing and networking
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Insurance
Who is the target market?
Consumers shopping at sunglass shops aren’t looking for a cheap pair of disposal eyewear. They want quality and believe that you get what you pay for. They are devoted to making a fashion statement and possess the disposable income to do so.
How does a sunglasses store make money?
Sunglass stores, whether online or with a brick and mortar, generate revenue from each pair of glasses sold. Experienced entrepreneurs indicate that, when aligned with the right manufacturer, profit margins are much higher than many other types of retail establishments.
How much can you charge customers?
The average price for a pair of sunglasses is $100 to $350.
How much profit can a sunglasses store make?
Sunglass retailers realize one of the largest profit margins in the fashion industry, charging a markup of up to 1000%. Successful sunglass business owners have reported a profit of $75,000 to $100,000 annually.
How can you make your business more profitable?
Store owners should consider selling additional products in their retail establishment. Accessories that complement the products they currently sell is a great way to increase profit margins and establish the business as an industry leader.
Day-to-Day and Growth
What happens during a typical day at a sunglasses store?
Managing a retail business requires a significant amount of work each day. You and your staff will be responsible for:
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Interacting with customers, addressing any questions and advice they may have.
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Changing out displays, re-stocking shelves, pricing merchandise, and making sure the shop is clean and free of any hazards.
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Developing and maintaining relationships with merchandising vendors.
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Implementing and overseeing of marketing/advertising campaigns.
Additionally, there are a number of administrative duties that must be tended to each day.
What are some skills and experiences that will help you build a successful sunglasses store?
While you do not have to be an expert in eyewear, it would prove beneficial to possess knowledge regarding the different shapes, tints, and styles. This will help insure each client walks out the door with the best product for their individual needs. Experience and strength in customer service would also prove beneficial. Those interpersonal skills will additionally assist you in building and maintaining relationships with merchandise distributors – a critical component to your business’ overall success. Experience in the retail industry is recommended, as it can provide invaluable insight into running this type of establishment and understanding the needs of your customers.
What is the growth potential for a sunglasses store?
Studies indicate that, while only 20% of consumers have a need for corrective eyewear, virtually every individual will shop for sunglasses during their lifetime. This significantly expands your pool of potential customers. Additional factors, such as low cost per unit, high profit margins, increasing demand, and low shipping costs leave much room for growth for entrepreneurs considering this as a business venture.
What are some insider tips for jump starting a sunglasses store?
Experienced entrepreneurs in this industry offer the following advice:
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Conduct thorough research prior to getting started. There are a number of organizations overseas that can ship you the same product at a fraction of the cost, increasing your profit margins.
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When considering merchandising distributors, choose a supplier that: offers quality products, delivers quality customer service, support, and product delivery, and has a large selection of products to choose from.
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Remember that product is only part of the equation. Consumers are most drawn to a brand. Make sure your brand sends the message of value and quality.
How and when to build a team
While managing an online-only store can help increase your overall profits, you will want to hire a few employees once the business really gets going. Owners with a storefront should consider building a team from the beginning. There are a number of administrative duties that must be attended to on a daily basis, and the risk for burnout is high. Each employee should be knowledgeable on each product offered and must possess an outward appearance and demeanor that properly represents your brand.
Part 2 - Is a Sunglasses Store business the right fit for you?
Business Evaluation & Strategy Tool
We'll walk you through the four pillars every business needs: Points of Leverage, Marketing Strategy, Financial Model, and Personal Compatibility. At the end you'll see a personalized report and your action plan below will be tailored to your answers.
Step 1 of 4 — Points of Leverage
Every viable business has natural advantages. Below are common leverage points across four categories. Pick the ones that apply to your Sunglasses Store business. We've pre-suggested a few based on your idea — review and adjust.
Step 2 of 4 — Marketing Strategy
Without a way to connect with customers, even great businesses fail. Pick the channels you plan to use to reach your customers.
Step 3 of 4 — Financial Model
Enter your monthly baseline costs — the minimum overhead to keep the business running. Then we'll calculate how many sales per month you need to break even.
Step 4 of 4 — Personal Compatibility
A business that doesn't fit your life will fail no matter how good the numbers look. Tell us how this business fits you.
Your Sunglasses Store Evaluation Report
Complete the four pillars and your personalized summary will appear here.
Points of Leverage
Marketing Strategy
Financial Model
Personal Compatibility
Part 3 - Action plan to launch your Sunglasses Store business in 90 days
Nine concrete steps to take you from idea to open business, grouped into 30-day phases. Complete the planner above and we'll highlight what's most important for your situation.
First 30 days — Foundation
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Form your legal entity
An LLC keeps your personal assets separate from business debts and lawsuits — the most common reason small business owners choose this structure. Sole proprietorships and partnerships do not provide this protection.
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Get an EIN and register for taxes
Apply for your free Employer Identification Number through the IRS, then register for any state or local taxes that apply to your business (sales tax, franchise tax).
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Open a business bank account and credit card
A dedicated business account is required to maintain personal asset protection. Mixing personal and business finances ('piercing the corporate veil') can void your LLC's liability shield.
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Set up business accounting
Recording expenses and income from day one makes tax filing easier and lets you see when the business is actually profitable. Use software (QuickBooks, Wave) or a part-time bookkeeper.
Days 30–60 — Compliance & Risk
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Get permits and licenses
State and local requirements vary widely. Brick-and-mortar businesses typically need a Certificate of Occupancy; service businesses may need specific professional licensing; food businesses need health permits.
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Get business insurance
General Liability Insurance is the most common starting point. If you'll have employees, most states require Workers' Compensation. Specific industries need additional coverage (product liability, professional liability, etc.).
Days 60–90 — Launch
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Define your brand
Your brand is how customers perceive and remember you. A clear name, logo, and visual identity make every later marketing decision easier and protect you legally as you grow.
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Create your business website
Every legitimate business needs a website. Social media pages are not a substitute — you don't own the platform. Modern website builders mean you can launch a clean site in a weekend without a developer.
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Set up your business phone system
A dedicated business number keeps your personal life private, makes the business look legitimate, and lets you route calls professionally. Cloud phone services start under $20/month.