
Seller Sessions Amazon FBA and Private Label
From Killing It On Amazon To Shopify - Open Brands with Channing Dyson of Daxx Eyewear
Aug 29, 2023
Channing Dyson, founder of Daxx Eyewear, discusses her eyewear brand targeted at moms who want style and affordability. Daxx Eyewear focuses on affordable, stylish sunglasses under $40 and has seen significant revenue growth. They initially used micro-influencers for promotions but shifted to a wholesale model. Daxx Eyewear attracts boutiques starting with small unit counts, offers adaptive eyewear for year-round wear, and engages with local communities. Channing only requires 5-10 hours per week outside of market events and attends trade shows five times a year. They started with Shopify and word-of-mouth marketing before shifting to wholesale.
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Quick takeaways
- Daxx Eyewear targets moms with affordable and stylish sunglasses, achieving mid-six figures in revenue.
- The brand's success is attributed to their affordable price point and partnership with boutiques for 70% of sales.
Deep dives
About DAX I wear
DAX I wear is a brand of sunglasses specifically marketed towards moms, offering affordable options that allow them to buy multiple pairs instead of just one expensive pair. The idea for the brand came about when the founder, Channing Dyson, realized there was a need for stylish sunglasses among moms attending their children's sports events. Channing saw an opportunity to provide sunglasses that were both affordable and fashionable, and thus started her own brand.
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