Retail Merchandiser - November/December 2017 - 101
merce sites. Expected to be fully operational by Cyber
Monday in November, one site will focus on sunglasses
and the other on readers.
"The sunglasses site is about affordable fashion," Zinkin
says. "The tagline is 'The Best Brand is You,' with the concept building off accessorizing different looks in one's wardrobe with different complimenting sunglasses."
The readers glasses e-commerce site will feature a new
and fun marketing campaign centered around how often
people lose their reading glasses and include the option to
subscribe to a monthly "reading glass club," he adds.
In addition, Icon Eyewear recently signed an exclusive
deal with Costco to supply the wholesale giant's Sun Reader
program featuring readers that also serve as sunglasses.
One of the largest factory-direct importers of sunglasses
and reading glasses, the company sells to a variety of warehouse clubs, off-price department stores, mass and mid-tier
food and drug retailers and sporting goods stores.
"There are still some big accounts out there that we haven't gone after yet," Zinkin says. "And we are challenging
ourselves to do so now without sacrificing the individualized attention and unique assortments built for each of our
On the innovation side, Icon Eyewear is continually seeking new ways to improve its products. For example, it is
working on developing reading glasses that are more durable. It's also looking at creating molds that enable the user to
change lenses if a different diopter magnification is needed,
as well as a first-to-market concept that integrates readers
"We're working with some very sophisticated glass manufacturers overseas to figure out what solutions could work,"
experience in the industry. "Our company has grown to a
place that in order to properly service our accounts we had
to increase specialization," Zinkin says.
In addition, the company's product development and
creative teams have been realigned to parallel the new sales
divisions. The Product Development, Design and Creative
team reports to a new senior vice president, Chris San Juan,
who has 16 years of experience overseeing various brand expansion. The Planning Team reports to Patti DeMarco, the
new vice president of planning with 12 years of experience
under her belt.
Icon Eyewear has a 130,000-square-foot operations and
distribution facility in South Hackensack and controls production in eight major factories in Asia. It has international
sourcing offices in Europe and Asia, as well as corporate
offices and quality control factory teams in Asia.
Zinkin believes that one reason for the company's success
is its ability to provide quality products at affordable prices.
"Of course our company needs to make enough money to
build our business," he says.
"But we don't believe in taking the last dime off the table.
We work hard to ensure the end-consumer receives a great
Founded in 1987, Icon Eyewear is celebrating its 30th anniversary this year. Due to its blossoming growth, the company hired a number of new senior-level executives and made
organizational changes this year.
Among these is the expansion of its sales department into
three separate divisions: Department Stores, Specialty and
Off-Price; Food and Drug Chains and Clubs; Mass.
Rich Rosenfeld - who has more than 25 years of experience in retail, wholesale and planning - is Icon Eyewear's
new vice president of sales for the Department Stores, Specialty and Off-Price division.
Adam Scholze, a 25-year veteran of sales management,
is the company's new vice president of the Food and Drug
Chains and Clubs division. The Mass division is headed by
Executive Vice President Michael Cotton, who has been
with Icon Eyewear for 13 years but has about 30 years of