From Killing It On Amazon To Shopify - Open Brands with Channing Dyson of Daxx Eyewear

 

 

### Introduction

Channing Dyson is back on the show, this time discussing her eyewear brand, Daxx Eyewear. Targeted at moms who want both style and affordability, Daxx Eyewear has made significant strides since its launch in 2019, primarily through Shopify.

 

---

 

### Key Points:

 

#### Personal Origin Story

- The inspiration for Daxx Eyewear came from Channing Dyson's experiences at her children's sports events.

  

#### Business Overview

- Daxx Eyewear focuses on affordable, stylish sunglasses under $40.

- Specifically targets moms.

- Currently boasts mid-six figures in revenue.

 

#### Sales Strategy

- Initially used micro-influencers for promotions.

- Shifted to a wholesale model, accounting for 70% of sales.

 

---

 

### In-Depth Segments:

 

#### Business Model & Success Factors

- Attracts boutiques starting with small unit counts (10-15 units).

- Flexible stock options allow for better inventory turnover.

- 130 SKUs and growing.

 

#### Seasonal Trends

- Adapts to fashion cycles.

- Year-round wearable eyewear allows for less seasonal variability.

 

#### Community Involvement

- Engages with local communities and collaborates with local entrepreneurs.

 

#### Time Commitment & Growth

- Requires only 5-10 hours per week outside of market events.

- Market events are attended five times a year.

 

#### Sales Channels

- Started with Shopify and word-of-mouth marketing.

- The shift to wholesale after initial years with micro-influencers.

 

#### Product Development

- Observes emerging trends and offers a personal touch.

- Boutique owners provide real-world market feedback.

 

#### Challenges

- Managing time for market events.

- Pivoting from online sales to wholesale.

 

#### Future Plans

- Focus on business growth, no plans to sell.

- The sentimental value attached to the brand.

 

#### Return Policy & Customer Satisfaction

- Low return rate, potentially due to reasonable pricing.

 

#### Comparison to Amazon Brands

- Channing's approach differs substantially from typical Amazon brands.

- Strong emphasis on Shopify as a selling platform.

 

---

 

### Closing Thoughts:

Channing Dyson’s story is an inspiration for aspiring entrepreneurs, particularly those who juggle family commitments and a burgeoning business. The Daxx Eyewear story also highlights the opportunities and challenges of moving from an online-centric business model to a focus on wholesale.

 

---