What is Direct to Consumer?

We sell our products direct to you, the customer. Most companies use the traditional retail model of selling their product, which means a markup of around 50% is added to that item at the retail level. As an example, Store A buys a product from a brand for $500, then sells it to their customer for $1000. Because stores want that brand to fit a retail price point, it puts limits on product development and the quality of materials that can be used.

Since we bypass this retail model, we’re freed up to use the highest grade materials available, which means we can partner with the best glass producers in the world and work with the best materials to produce our product. Ultimately, this means we can produce an optic that rivals the best, but at about half the cost of our competitors.