Dispensary Viewpoint

Frame Board 101: Going Deep Into a Brand

Evan Kestenbaum of Optix Family Eyecare in Plainview, NY, and CIO of GPN, producer of The EDGE benchmark and tracking system, recommends going deep into a specialty frame brand in order to succeed with it. A dispensary should display a collection of up to 40 frames of a specialty brand, and having 20 of the best styles within that brand is better than 40 different styles, he notes. Stock a variety of colors in the most popular styles to build sales.

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