Cohen's Fashion Optical unveils first private label collection

Cohen's Fashion Optical has unveiled their first in-house private label collection called The Collective.

The 90-year-old retail chain revamped their website this month, and on March 31, they introduced their first content hub called C. In addition to the new private label frames, a marketing digital management system will give all the brand's franchises access to customize over 100 marketing assets for their local markets.

“This brings us to the party of the 99 dollar price group and that younger demographic that we haven’t talked to in ten years. They don’t know us,” said Sheila Haile, chief marketing officer of Cohen’s Fashion Optical, to WWD.

The eyewear choices range from classic black and tortoise to more out-of-the-box brightly colored and ombre styles. There are about 50 styles available in total. For those hoping to get a new pair of glasses already, you'll have to head to Cohen's Delancey Street location, as that is the only place they are currently available.

Entering the "99 dollar club" will help Cohen's compete against brands like Warby Parker. As Warby Parker's presence grows, particularly in the New York market, Cohen's, who has long had a monopoly on the New York glasses market, is going to have to work to compete.

Photo:cohensfashionoptical.com