(Top L-R) Crush Natalia $30 & Kreed Steppenwolf $35 (Bot L-R) Kreed Makin' It Big $30 & Crush Papillon $28
Crusheyes.com/Kreedeyes.com
949.770.3410
mark@fortresseyewear.com
Mark Lohrbach, Vice President, Global Conqueror
What trends do you see developing for next year’s line? (Technologies, tints, colors, lenses, styles, frame sizes etc.)
2011 is going to be a really fun year for eyewear for both Crush and Kreed. For Crush, our 2011 collections will consist of “Geek-Chic”, “Eccentric Vintage”, and “Luxury Classics” with new shapes, splashes of color, fresh metals/accent details, print patters/textures and more polarized choices. For Kreed, our 2011 collections will consist of “Flash Back”, “Bidnizman”, and “Urban Luxury” with a wide range of shapes, oversize, more colors, and patterns for individualism.
What changes are you seeing on the business side? (Are you seeing changes in order sizes, growth in particular geographic areas, the length of the season, sales channels, etc.?)
For everyone, there is more focus and attention on price-value sensitivity, and as a result, there is growth for us. More product categories are opening up as consumers have become more aware of their purchases. Our emphasis is to maintain and manage a tight grip on retailer inventories and replenish best sellers more frequently. More than ever, we are focused on driving our retailers’ turn rates with more frequent in-store service and with more frequent reorders. The sunglass business will always be a great profit source for retailers that are truly committed to a strong presentation of eyewear. The opportunity is ours to aggressively perform for our retailers so they can keep their mind and focus on their big cash categories, such as apparel and hard goods.
How are sales trending for 2010 and what are your predictions for the remainder of the year?
We see the moderate sunglass business continue to grow and stay very healthy. With a wider selection of eyewear styles, fashions, lenses, and frame function, we see sales for the remainder of 2010 continuing very strong, well into 2011.
Mr. Lee, Sunglass Master
What impact has the recession had on your business model and distribution?
The recession has been tremendous for our Crush and Kreed brands. As the consumers’ budgets and discretionary spending habits are increasingly price value focused, the recession has brought more emphasis to our core strengths and what we do best. Our focus is to bring the consumer the 2 best moderate priced brands, as well as the highest quality and most fun and fresh designs in the $5045 and under branded eyewear market. For our retailers, we maintain 24/7 in stock position in our best sellers. In store merchandise exchanges on any inventory is always key when the season kicks into high gear. Now more than ever, the value and important of the face-to-face relationship with our retailers and excellent in store service is vital and fun! For the retailer that is committed to the category – we are aggressively growing in this market together!
Where are prices and margins heading for you? If they’re trending up or down, why?
Overall, they are staying the same, but we now offer more “opportunity” buys for our retailers to really punch up their margins. We buy for their margins and everyone wins! For Crush and Kreed, our prices will continue to stay under $50 retail.
What is the breakdown looking like for men’s and women’s sales?
50% Men’s 50% Women’s
