Clearly

Clearly
Subsidiary
Industry Internet Retailer, e-commerce
Founded Oct 4, 2000 (as CoastalContacts.com)
Headquarters Vancouver, British Columbia, Canada
Key people
 Roy Hessel, CEO
Products Eyeglasses, Contact lenses and Sunglasses
Revenue CAD$217,550,000 (2013)
Number of employees
 600
Parent Essilor
Website www.clearly.ca

Clearly is an online retailer of contact lenses, eyeglasses and sunglasses. Headquartered in Vancouver, British Columbia, and with physical stores in Vancouver and Toronto,[1] they are one of the largest online contact lens retailers in North America, and the largest seller of prescription eyeglasses online in the world.[2][3] In 2013, Clearly sold more than $218 million of merchandise.[4]

History

Founded in 2000 by founder Roger Hardy and his sister Michaela as Coastal Contacts, the company bought the keyword "contact lens" from AltaVista, which meant that all searches for “contact lens” were accompanied with Coastal Contacts’ banner ads.[5][6] In the first day, they had 30 orders; within the first month, they had $68,000 in sales.[5] In addition to their lower pricing, the firm provided same day fulfillment of online orders.[2][7]

In 2004, Coastal Contacts raised $6 million in an initial public offering, which they used to expand into the United Kingdom and parts of Europe.[3][5] In late 2004, they acquired a mail order contact lens business in Europe, LensWay.[5] In 2006, they acquired two more companies: one in the Netherlands and one in Japan.[5][8] By 2009, the firm increased their revenue to $140 million.[5] They moved into the eyeglasses market in 2008.[2][5] They source parts for eyeglasses from independent manufactures across the globe, but maintains control over final assembly.[5]

In January 2012, they shipped over 80,000 prescription eyeglasses, setting a service record for online sales of made-to-order prescription glasses in any one month. The company has sold more than $1.2 billion in retail eyewear sales over the internet since inception and served more than 5 million customers.[9]

In 2014, French lens manufacturer Essilor acquired Coastal.com and appointed Roy Hessel as CEO.[10] Hessel, a former venture capitalist, founded discount eyewear retailer EyeBuyDirect in 2005. Hessel cut more than 100 staff from the companys lab operations in Vancouver and moved manufacturing to Asia to reduce costs. [11] When Essilor purchased majority stake of EyeBuyDirect in 2013, Essilor retained Hessel as CEO for Essilor's e-commerce arm including EyeBuyDirect, previously acquired FramesDirect.com,[12][13] and now Coastal.com.[14]

In 2015, after several restructurings and significant declines in revenue under Hessels leadership, Coastal Contacts re-branded itself as Clearly, while also making brand name changes in other global markets. In the United States, they will be known as Coastal.com, Contactsan in Japan, and Lensway in Scandinavia.[15][16]

International brands

Clearly operates international websites under differing names in each country, including the following:

Products

Initially, as Coastal Contacts, they exclusively sold contact lenses. In 2008, Clearly added eyeglasses, sunglasses and eyeglass accessories to their product line.[5]

Contacts

Clearly provides customers with contact lenses and eye care products direct from manufacturers such as Johnson and Johnson, Ciba Vision. Currently, they carry over 100 types of contacts, including contacts from Acuvue, Focus Dailies, Freshlook, Proclear and PureVision.[17] The company also provides daily and extended wear lenses, and coloured contact lenses.[18]

Eyeglasses

In 2008, the firm introduced related vision care products, such as designer eyeglasses and sunglasses. They currently sell eyeglasses and sunglasses from over 100 brands, including Calvin Klein, Michael Kors, Nike Vision, Gucci, and Hugo Boss.[19] In 2012, the firm sold more than one million pairs of eyeglasses, making them the largest online seller of eyeglasses in the world.[20]

Once a customer places an order with their prescription, the firm assembles the combination of frame and lens for shipment. The company currently has one of the most technologically advanced labs in North America and has reduced error rates to below 1 percent.[18][21]

Exclusive brands

Clearly designs multiple in-house product lines that are only sold on their properties. Derek Cardigan was the first brand designed in-house by Cleary, beginning in 2010. Since then, the company has added Joseph Marc, Kam Dhillon, Love, Ltede, Michelle Lane, Perspective, and Zooventure.[22]

Philanthropy

In March 2011, Jenny Hardy named and founded a philanthropy called the Change the View Project.[23][24] The project aims to donate one pair of eyeglasses to charity for every pair of private label eyeglasses purchased from Clearly.[23][24] The ultimate goal of the project is to donate 2 million pairs of eyeglasses to those in need globally by 2020.[24]

Awards and accolades

- 2014 Business in Vancouver's Top 100 Fastest-Growing Companies in BC [25]

- 2014 Excellence in Retailing in Large Size Retailer category [26]

- 2014 Georgia Straight's Best of Vancouver #3 in Best Eyewear Store [27]

- 2014 Internet Retailer's Hot 100 for Mobile Commerce [28]

- 2013 Canada's 10 Most Admired Culture in Mid-Market Category [29]

- 2013 Georgia Straight's Best of Vancouver #3 in Best Eyewear Store [30]

- 2013 Best in the Biz Most Socially Responsible Company of the Year (Silver) [31]

- 2013 Retail Touchpoints Customer Engagement Award in Video Category [32]

- 2013 Internet Retailer #3 Social 300 Award [33]

- 2012 Hub Prize Gold Winner in Marketing [34]

- 2011 Canada's 100 - BC's Top 100 Employers [35]

- 2010 Canada's 10 Most Admired Culture for Best Emerging Company [29]

- 2010 Canada's 100 - BC's Top 100 Employers [36]

- 2009 Digital Marketing Award in Social Media Category for Craft & Experience

- 2009 Digital Marketing Award in Social Media (Silver)

Social media

Clearly uses social media, with both Twitter and Facebook pages where customers can give feedback, share photos and learn about company promotions.[37][37][38] [39][40] Today Clearly has more than 2.1 million global Facebook Fans ranking it as the clear leader in social media among optical retailers. Internet Retailer magazine ranked Clearly one of the top 3 web retailers in social media in January 2013.[41]

References

  1. ↑ "Having problems? Let us help you - Clearly.ca". Clearly.ca. Retrieved 2017-05-30.
  2. 1 2 3 Harnish, Verne. 5 ways to get your business strategy right. CNN Money. April 6, 2011.
  3. 1 2 Brohan, Mark. Groupon helps Coastal Contacts build awareness--and sales--in the U.K.. Internet Retailer. March 3, 2011.
  4. ↑ Ayling, Joe [1]. "Optician Online" March 2014.
  5. 1 2 3 4 5 6 7 8 9 Mitra, Sramana. Building A Niche E-Commerce powerhouse: Coastal Contacts CEO Roger Hardy. Sramana Mitra. November 12, 2010.
  6. ↑ Bitti, Mary. Clearly a Winning Strategy. Canadian Retailer. August 1, 2009.
  7. ↑ Castle, Geoff. The 100-Mile Investor. Business in Vancouver. October 27, 2009.
  8. ↑ Anderson, Fiona. Doing business in China: know your customers. The Vancouver Sun. February 7, 2012.
  9. ↑ Coastal Sets New Service Standard in Online Eyeglasses Category. Yahoo News. February 16, 2012.
  10. ↑ [2] Vision Monday. April 29, 2014.
  11. ↑ [3] Fast Company. February 18, 2009.
  12. ↑ [4] Vision Monday. May 9, 2013.
  13. ↑ [5] EaseVision.com. April 12, 2010.
  14. ↑ Korstrom, Glen [6] Business in Vancouver. June 19, 2014.
  15. ↑ "Clearly Contacts rebrands itself as simply “Clearly”". Canadian Business - Your Source For Business News. 2015-05-13. Retrieved 2017-05-04.
  16. ↑ Staff. "Coastal Contacts Rebrands to ‘Clearly’ in Various Forms Through Its Global E-Commerce Sites". Retrieved 2017-05-04.
  17. ↑ "Buy Contact Lenses Online & Save Money with Clearly Canada". Clearly.ca. Retrieved 2017-05-04.
  18. 1 2 Jordan, David. Clearly Contacts CEO Roger Hardy. BCBusiness. November 3, 2010.
  19. ↑ "Eyewear". www.clearly.ca. Retrieved 2017-05-04.
  20. ↑ "Peep this: Laying eyes on the Canadian revolution in eyewear". The Globe and Mail. Retrieved 2017-05-04.
  21. ↑ Canada NewsWire. Coastal Contacts Inc Named As One Of The Top 25 Exporters In British Columbia. Digital Journal. October 5, 2010.
  22. ↑ "Our Story - Clearly.ca". Clearly.ca. Retrieved 2017-05-04.
  23. 1 2 Coastal Contacts. Online eyewear company to 'Change the View' for millions around the world Coastal Contacts. March 30, 2011.
  24. 1 2 3 CoastalContacts.com Launching Change The View Project. Vision Monday. April 1, 2011.
  25. ↑ [7] Business in Vancouver. 2014.
  26. ↑ [8] StoreFront Excellence in Retailing Awards. 2014.
  27. ↑ [9] Georgia Straight. 2014.
  28. ↑ [10] Internet Retailer. 2014.
  29. 1 2 [11] Archived 2015-09-07 at the Wayback Machine. Waterstone HC. 2013.
  30. ↑ [12] Georgia Straight. 2013.
  31. ↑ [13] Best in the Biz. 2013.
  32. ↑ Hauss, Debbie [14] Retail Touchpoints. Dec 10, 2014.
  33. ↑ Zaroban, Stefany. [15] Internet Retailer. Jan 3, 2013.
  34. ↑ [16]Globe and Mail. 2012.
  35. ↑ [17]Canada's 100 Top Employers. 2011.
  36. ↑ [18]Canada's 100 Top Employers. 2010.
  37. 1 2 Myers, Jennifer. Building dialogue in the workplace. The Globe and Mail. November 6, 2009.
  38. ↑ McElgunn, Jim. The biggest lie in business. Canadian Business. November 1, 2008.
  39. ↑ Lazarus, Eve. Coastal Contacts Makes Online Shopping More Social. Marketing Mag. May 21, 2009.
  40. ↑ Burns, Jackie. 'Virtual Mirror' Helps Avoid Eyewear Trainwreck. MSN Shopping. August 3, 2009.
  41. ↑ Lim, Dion. Dion's Daily Deals | Free glasses, shampoo and watch Archived 2012-11-03 at the Wayback Machine.. WCNC. April 13, 2011.
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