Accessory to Profits
Building kid's business with the right eyewear accessories.
By Erinn Morgan

A sale of $5 or $10 may seem like small potatoes in a land of $200 and $300 frames, but the kids' accessory business can actually be a lucrative niche for savvy dispensers.

Optoplast's Doodle case comes complete with a set of pictures and colored pencils March 2004

In fact, eyecare professionals report it to be a very stable business, even in these unstable retail times.

"I keep very close tabs on the dollar amount we sell," says Katheryn Schramm, president and owner of A Child's View, an optical shop with three locations in California's Orange County. "And the kids' accessories category has maintained sales volume over the past few years, even while we had more volatility in other segments in the market."

Some dispensers have managed to make their accessories business a significant force in the optical shop. "It is between five and seven percent of our total volume," says Mary Sue Harper, OD, owner of Eyecare for Kids in Coral Gables, Fla. That means big business for this high-end, high-volume shop, which carries more than 1,200 kid's frames ranging in price from $99 to $600.

The beauty of the children's accessory business is that it is an easy add-on for parents to justify. The fact that cases and cords geared to tots are reasonably priced makes it a simple purchasing decision for parents.

"No parent is going to walk out the door with $400 frames and no accessories," says Harper. "It is an easy add-on for people at the end of the sale."

With a smart retail strategy for kid's accessories, those dispensers with a focus on children can increase their bottom line. This includes an emphasis on the accessories that are right for the customer, as well as merchandising that presents the product properly.

The colorful options in kids' accessories include Croakies eyewear retainer (left), and novelty cases from Astucci (right)

WHAT WORKS

The basics--items such as hard cases, eyewear retainers, and cleaning cloths--still account for the lion's share of the kid's accessories business.

"If they don't get a case with their eyewear, we encourage them to buy a hard case to protect the glasses," says Harper. "They are ultimately going to get one--95 percent of our kids walk out with a hard case."

Additionally, many parents opt for a second case even if their child's eyewear comes with one. "A lot of times, they want more than one case--one for home, school, or the backpack," says Schramm, whose case assortment includes styles with prints of rockets and cars for about $10.

Cords and eyewear retainers are also at the top of the sales list in kid's accessories. "We carry a lot of straps," says Harper. "About 25 to 35 percent of our customers buy a strap."

	California Optical's hologram gel cases come in a variety of patterns for boys and girls (above). Below: Hilco's Kids' Dualies Sports and Rugged assortments

Eyecare for Kids carries about 18 different kinds of straps suitable for kids in colors like pink and blue, with prices ranging from $6 to $15. They also stock more sturdy versions for children who participate in sports.

One related area that is gaining attention is comfort cables, which hold the eyewear on a very young child's face. "We use comfort cables on all the kids," says Schramm. "It's an add-on of about $20. We recommend it to everyone. It's a slam dunk." Once the bridge formation on kids is there, Schramm says she starts working them out of the comfort cables. "When they are older and they feel it's not cool to have it anymore, the kid wants to be out of it," she says.

Another unique category in kid's accessories is eye patches. "They are used for amblyopia (lazy eye)," says Schramm. "The patch covers the good eye and tricks the brain into thinking the good eye is blind." They retail for under $10.

Flip-up sunglass clip-ons are also a popular item for kids. "They are inexpensive and kids like them," says Carolyn Fierson, PhD, ABOC, who runs the dispensary All For Kids Eyes Optical in conjunction with her husband's pediatric ophthalmology practice that has offices in Arcadia and Pasadena, Calif.

The only downside: "Children tend to lose them," she says. She observers that a lens add-on, such as photochromics, is an even better accessory if prescription sunwear is desired.

Harper of Eyecare for Kids says she provides lots of kids with photochromics. "About 70 percent of our sports-oriented glasses are done that way. We have seen a big pickup in that business."

Cleaning and maintenance supplies such as cloths, solutions, and repair kits are strong sellers in the kids' dispensary. "We sell a lot of kids' cleaning cloths and magnetic screwdriver sets," says Fierson.

MINI-MERCHANDISING

There are two schools of thought on displaying accessories for kids in the dispensary. The first display technique is to hang them high.

"You really have to keep them up high," says Fierson. "People think kids have to have everything displayed on a little low table. But when that's the case, they rip things apart--so we end up keeping everything up high."

All For Kids Eyes Optical shows accessories on shelves that are at eye level for adults. Instead of using company-supplied materials, Fierson purchases her own displays. "We also hang and display them on the eyeglass holder displays," she says.

Eyewear retainers are popular kids' accessories. Shown: Kiddie Cats from EK Ekcessories

The second philosophy is to show them low. For example, since cases are so successful at Eyecare for Kids, they try to make the display of this item attractive to tiny shoppers. "We have two big wicker baskets filled with cases that are out in the open in the dispensary. Kids can go through them and pick out what they like," says Harper. Popular colors include colors such as light blue, pink, and bright colors, and they retail for $5 to $15.

Many of the other accessories are displayed near the checkout area of the dispensary. "All of our accessories are out in the open because they are not expensive items, they are right by front desk," she says.

This dispensary also has shelves to display some items at adult eye level. "Our displays look like jewelry display cases, "says Harper. "They are 24 feet long with two shelves that are highly lit."

In addition, the store further improves sales by featuring several matching circular display stands.

For most dispensaries, the kids' accessories category may never mean big business. It can, however, turn out to be a strong and stable one for dispensaries that undertake the appropriate business strategy.

Thanks to the low cost of these items compared to the higher cost of the child's eyewear, there will always be a place for these accessories to complete a package. "When parents are paying $250 for glasses for their kid, it's a no-brainer," says Schramm. "These items are so inexpensive--cleaning cloths are $5, spray cleaner is $3, and we have refills for $1.50."

This stable business is a light at the end of the tunnel for the recession-weary.

"We are probably as recession-proof as it gets," says Schramm. "For the most part, when the economy takes a dump, we don't see a change as much. The accessories business does not decline at all."

COOL FOR SCHOOL

Here are five key fashion trends in kid's accessories to help you ramp up your sales. 1. Surf's up. There is a Hawaiian theme rolled into the clothing market for kids and it has hit the eyewear accessories market as well with bright flowers and surf-inspired prints on cases and cords. 2. Light bright. Attention-getting bright hues are particularly popular in cases. 3. Subdued hues. For those kids wanting to mimic adult style--especially older children--there are cases and cords in hip earth tones. 4. Multi-faceted. Also popular are braided and beaded cords in multi-colors. 5. Repetitive motion. Eyewear retainers feature fun and colorful images and themes repeated across the length of the accessory. Themes include sports, safari, fish, and lizards.