How Quay’s optical category became a revenue driver in just one year

If business leaders could go back in time, they’d etch a different message on the Temple of Apollo: “Know thy customer.” Failing to meet them where they are means organizations leaving money on the table. Australian eyewear brand Quay—mainly known for its sunglasses—took a good look at its optical offerings by leaning into customer feedback. The result? A successful relaunch.

According to CEO Katherine Cousins, Quay saw that customers wanted fashionable optical styles—similar to what it offered in sunglasses—at affordable prices.

“You don’t necessarily have to spend $500 plus for a pair of prescription eyewear with a great, high-quality lens with antireflective coatings,” Cousins said. “All the things that you want and need you can do with Quay.”

Cousins said Quay’s optical category has grown 105% YoY since its reintroduction in February 2025, becoming a key product pillar for the overall brand. Many of its optical styles are priced at under $100.

“We beat our forecast. We beat our projections,” she said. “We took a big position in inventory so that we could be ready for growth, but we weren’t sure. We had done consumer insights work. We felt a strong conviction…We went for it, and we’ve really seen the growth.”

Key to the brand’s optical relaunch was a distribution strategy shift. While the initial category was sold solely through Quay’s own channels, the relaunched optical collection operates on a “wholesale-first model,” according to the brand to “build credibility within the optical ecosystem.” Quay now partners with independent optical boutiques and buying groups, has invested in product design, and established a presence at industry trade shows like Vision Expo and Silmo Paris.

“What Quay’s relaunch signals more broadly is the de-seasonalization opportunity,” wrote Jackie Swanson, managing partner at advisory firm Gartner, in a statement to Revenue Brew. “Sunglass brands live and die by weather and travel. Optical is a year-round, prescription-driven need.”

Cousins said that prior to the optical category’s relaunch, its sales made up 4%–5% of the overall business; it’s on track to double this year. Continued growth is expected: The brand relaunched its e-commerce site earlier this year, offering a virtual try-on feature.

Market leader: Quay’s expansion success comes as the optical category is also experiencing an industry-wide boom. According to data from Grand View Research, prescription glasses made up the largest revenue share of the global eyewear market at 69% in 2024.