The Threats of a Direct Consumer Brand

Warby Park has been a particularly interesting one. I did see on the kind of threats piece, it's like what could stop the looks of Antarctica from starting their own Warby Park competitor? It's not like they would be cannibalizing on their kind of high end sales. But so many of these brands that they own, people have no idea that they're all owned by one brand. So if they were to launch a more budget friendly DTC Warby Park copy, they've got all the infrastructure there to do something like that. That feels like a big threat. Someone already mentioned that they could just go down the acquisition road instead, if that was of interest. But they could

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