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Focus Is Quality Sunglasses

Sep 1, 2008

After 25 years of experience in wholesaling sunglasses, Leon Tseng struck out three years ago on his own to found American Sunshine Eyewear. From the start, Tseng took a course that is different from many companies in this industry.

Instead of sourcing every kind of product available in the category and heading for the least expensive units in this highly competitive market, Tseng limits his company's selection to top selling styles and refreshes them regularly as fashions change. In addition, "While many importers carry only the cheapest units, I buy the best," he says.

While this may mean that his units wholesale for slightly more than his competitors, the quality, comfortable fit, maximum eye protection and superior overall performance combine with top fashion to give his retailer customers not just rapid turnover, but also maximum profitability.

"When a consumer buys a pair of sunglasses that quickly break or fail to perform, the retailer never gets that customer back," Tseng notes. "Furthermore," he reasons, "the disappointed customer spreads the word to friends and family. This is particularly true of kiosk sunglasses vendors," he adds.

American Sunshine Eyewear typically inventories 500 different styles year round. "We eliminate old styles once their popularity begins to wane and keep bringing in new items," he says. "This is a fashion business. Price is not the object. It's what's selling."

In the final week of July, for example, Tseng added 48 new styles to his inventory. "We do not hold onto styles that no longer sell."

Polarized sunglasses are a particular specialty of Tseng's company. "I know these products very well," he says, "and we maintain a very large selection." In addition, American Sunshine Eyewear will provide private label productions for its retailer customers, in sport and fashion styles, at all market levels.

The company's specialization has led to very healthy growth in this competitive industry among customers in the U.S. "We're also doing a lot of exports, particularly to South America," Tseng reports.

Wholesale prices from American Sunshine eyewear range from about $18 a dozen to $60 a dozen. The suggested retail prices for those at the lower end of the spectrum range from $6 to more than $12 a pair. Those that wholesale for $60 a dozen typically retail for $25 a pair. "The higher the price, the less the competition," Tseng points out. The minimum order is $200 or 10 dozen units. He will send a free catalog, and all items are shown on the company website.

For more information, contact:
American Sunshine Eyewear Inc.
1509 Northwest 82nd Avenue
Doral, FL 33126
Toll Free: 866-250-5205
Tel.: 305-392-5358
Fax: 305-392-2896

Topic: Company Profiles

Related Articles: sunglasses 

Article ID: 726

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