Building Scalable Foundations for a DTC Eyewear Brand

Overview

LENSE was an eyewear business with strong product-market potential, but years of underinvestment had left the company operationally fragile. Costs were inflated, marketing underperformed, and decision-making was reactive rather than data-driven.

Revenue wasn’t capped by demand, it was capped by execution.

The business needed a full operational reset to unlock growth without increasing complexity.

The Core Problem

LENSE didn’t suffer from a lack of opportunity.
It suffered from fragmentation.

Key issues included:

• An inefficient manufacturing setup driving unnecessary product costs

• Declining performance from external marketing partners

• Low creative velocity limiting paid media learning

• A website not optimized for conversion

• Customer support unable to scale with growth

• No real-time financial visibility to guide decisions

The company wasn’t broken, but it was leaking value at every layer.

Constraints & Reality Check

This was not a turnaround of a failing brand.

LENSE already had:

• A validated product category

• Existing customer demand

• Revenue coming in

What it lacked was operational discipline.

The reality was simple:
Scaling further on top of weak foundations would only amplify inefficiency.

Strategic Approach

We focused on rebuilding the core systems that drive profitable growth such as cost structure, execution speed, and decision clarity.

Manufacturing Reset

Factories were re-evaluated and replaced to reduce cost while improving product quality.

Commercial Execution

Marketing agencies were changed and creative output was rebuilt from the ground up.

Growth Infrastructure

The website, offers, and customer support were redesigned to convert and retain demand more effectively.

Financial Control

Daily financial tracking was introduced to allow fast, informed decision-making instead of delayed monthly reporting.

Key Initiatives Implemented

• Changed manufacturing partners to improve quality and reduce unit costs

• Reduced product cost base by restructuring the supply chain

• Replaced marketing agencies and rebuilt the creative process

• Increased creative production to 100 unique ad creatives per week

• Fully rebuilt the website with a conversion-first structure

• Hired and scaled a new customer support team

• Implemented daily financial tracking across revenue, spend, and margin

• Designed and launched a new offer architecture

Quantitative Results

• 10x revenue increase in 8 weeks

• 33% reduction in product cost

• 55% improvement in conversion rate

Growth accelerated while margins expanded, not the other way around.

Qualitative Impact

• Decision-making shifted from instinct to data

• Marketing performance became predictable instead of volatile

• The team moved faster without adding headcount

• Customer experience improved alongside scale

• The business transitioned from “running campaigns” to operating a system

LENSE moved from being a neglected brand with potential to a business with structure, momentum, and leverage.