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Frameri making frames available in physical stores

Frameri, the e-tailer known for their interchangeable eyeglass frames, will now be making their frames available at physical locations.

They are partnering with optical lens producer Hoya Vision Care to make Frameri available at 500 points of sale through independent eyecare practices all around the United States. Orders will be placed with the Hoya Laboratory through a Frameri website.

Frameri, which was founded by Konrad Billetz in July 2014, has an interchangeable system of lenses which allows customers to buy one set of lenses and swap them into frames that have the same lens shape.

“Independent eye care professionals will be critical to our success,” Billetz said to WWD. He added that being “able to offer them a product that benefits their patients and their business [was] a great opportunity” for the company.

Last month, the company added a new collection called Machina, a mixed-material frame constructed from handmade Italian acetate with metal earpieces.

Frameri is attempting to grow their business other ways too. They are attempting another round of fundraising, as that is how they began with 1.6 million dollars in seed and angel investments.

Price points for Frameri frames range from 99 dollars to 179 dollars. Lenses start at 50 dollars.

65 percent of Frameri's customers are female, with the average age of customers being between 24 and 35.