Felix + Iris Rx Eyewear Sees Opportunity Online

In eCommerce, What's New, Industry News by Lauren Parker

felix plus iris Fit ProfileGreenwood, IN—It’s getting easier and easier for consumers to find fashionable prescription eyewear online with a great fit.

Created by a team that’s been selling sunglasses and reading glasses for years (SunglassWarehouse.com and Readers.com), Felix + Iris is adding a prescription program, and an in-house optician helps get it all right. The site went live yesterday.

“Felix + Iris was created to solve a problem in the market: No eyewear retailer has built a shopping experience around getting fit right for each customer,” said Co-Founder Randy Stocklin. “Our promise is to deliver the perfect pair of glasses for each individual customer and to ensure that all glasses wearers, regardless of age or vision, can experience the convenience and affordability of buying online.”

Eyewear Experience

At the heart of the experience is a customer’s “My f + i,” a personal store driven by an algorithm that selects the best glasses for each customer. The store’s selection is curated using data collected from the Fit Profile, a short quiz referencing face shape, style preferences, vision and lifestyle needs.

Once that’s completed, the site selects 4 frames that fit the user profile, and sends them to people to try on at home, fully refundable, free shipping both ways. Additional online support includes a hotline, virtual try-ons with an uploaded photo, prescription verification and expert fit and style advice. The site lets consumers save frames to their profile, share them for opinions and more.

Pricing is straightforward with all extras included. Single vision lenses are $119, bifocals are $249, and progressives are $299. All include free anti-reflective, scratch-resistant, and UV lens coatings, and shipping is free both ways (including returns under the fully refundable, 30-day Fit Promise policy)

The site currently has 140 styles.


Richemont Sales Growth Slows in First Five Months
Inditex Margins, Profits Hit in Overseas Markets