KREWE Eyewear

Executive Summary

This plan is presented for KREWE Eyewear, an independent luxury brand that sells optical and non-prescription one-of-a-kind eyewear. Initially founded in 2013 in New Orleans, Louisiana, the company began in the back of founder Stirling Barrett's mobile cart that was attached to his bike and was initially sold at local festivals. Growing from being a one-person local New Orleans start-up to a luxury brand with fourteen national brick-and-mortar locations (located in Louisiana, New York, Texas, Washington D.C., Tennessee, Georgia, Colorado, Florida, Alabama), KREWE has been a brand that has been worn by celebrities such as Beyoncé, Haley Bieber, Kendall Jenner, Scott Disick, Amber Heard, Meghan Markle, Carrie Underwood, Zayne Malik, Adam Huber, Serena Williams, Emma Watson, and Gigi Hadid. The brand is also sold at accessible retailers, including Anthropologie, Nordstrom, Neiman Marcus, and Bloomingdale's. All frames can be found on KREWE's website, krewe.com. 

KREWE's pricing structure is tied to its loyalty to unique, USA-designed, sustainable products. Discounts are offered for first-time buyers and subscribers. Additionally, a "second-life" warranty is provided for qualifying products— any damage done to the lenses or frame body is covered by the customer's lifetime warranty, with pricing determined by KREWE's case-by-case breakdown. Social media and online marketing will play an essential role in developing KREWE's business.

Ultimately, the goal of KREWE's mission is to preserve the rich culture, spirit, and essence of New Orleans by honoring its influence through its unique eyewear. KREWE's USA-designed sustainable eyewear, often alluding to New Orleans events and culture, aims to connect its rich history to people of all cities. Celebrating individuality has never been more in style and luxurious, and KREWE is proud to jumpstart that journey. Long term, KREWE will expand to retailers all across the United States to connect with their consumers' cities and history.