Bird began life as a direct-to-consumer sunglasses brand, but as our love and knowledge of eyewear grew, our range expanded, and our customers began demanding prescription frames. Some five years later, we've pioneered new ideas and set new standards in a rapidly changing optical industry. And whilst our optical frames have been soaring, our online sunglasses were up against it in a new post-pandemic consumer environment, increasingly controlled by the duopoly of Google and Meta.
Last year we made the strategic decision to close our direct-to-consumer online sunglasses store and focus our efforts on growing our optical business. We sold our final sunglasses frame in May 2025, and this transition marks an exciting new chapter for our company, allowing us to streamline our offerings and better serve our customers.
Change is good, and our decision to close our online sunglasses store was driven by several key factors:
Last year we made the strategic decision to close our direct-to-consumer online sunglasses store and focus our efforts on growing our optical business. We sold our final sunglasses frame in May 2025, and this transition marks an exciting new chapter for our company, allowing us to streamline our offerings and better serve our customers.
Change is good, and our decision to close our online sunglasses store was driven by several key factors:
1. Streamlining our focus and concentrating on B2B optical sales means we can devote our resources and energy to developing high-quality, innovative products tailored to the needs of opticians.
2. Championing independent opticians who are vital to the eyewear industry, offering personalised experiences and building our own network. By partnering with opticians, we can support their growth and empower them to better serve their communities.
3. Stepping away from the marketing game: As digital advertising becomes increasingly competitive and costly, we believe our resources are better invested in enhancing our products and customer service rather than battling for visibility on platforms like Google and Meta (Facebook & Instagram).
4. Our shift to optical enabled us to deliver a better service and product, prioritising quality, innovation, and customer satisfaction. By working closely with opticians and manufacturers, we can better understand their customer needs and provide tailored solutions that elevate the experience for their customers.
Closing our online sunglasses store was in the end an easy decision, and a necessary step to ensure Bird Eyewear's long-term growth and success.
As a team we're doubling down more than ever, and are committed to our mission of providing exceptional eyewear products and services. Playful, thoughtful, genuine.
Thanks for flying alongside us.
CLICK HERE TO FIND YOUR BIRDS
As a team we're doubling down more than ever, and are committed to our mission of providing exceptional eyewear products and services. Playful, thoughtful, genuine.
Thanks for flying alongside us.
CLICK HERE TO FIND YOUR BIRDS
