Attire Accessories - May/Jun 2019 (Issue 76)

RETAIL INTERVIEW 91 Izipizi founders Quentin Couturier, Charles Brun, and Xavier Aguer tell us of the eyewear brand’s journey to the opening of its second store in the heart of London LONDON’S CALLING Tell us a bit about Izipizi and how you came to open the business. People know us as a glasses brand, but we represent much more. We meet everyone’s expectations and bring a little extra style. Izipizi is a lifestyle brand that combines design, colour and pleasure in each collection. Izipizi’s glasses are an essential basic product for reading, sun protection, protection against blue light and for children. They are a classic accessory with a touch of fun. The story began in 2010, when we, Xavier Aguera, Charles Brun, and Quentin Couturier (high school classmates in Lyon) decided to reimagine the business model for the reading glasses you find in pharmacies or grocery stores. We wanted to create a fashion brand with clear and simple lines with a focus on quality, accessible pricing and an ultra- selective distribution network. The Izipizi glasses very quickly stood out as attractive product that people were proud to wear – and that others were envious of. What challenges were overcome when the company was starting out? In the beginning, Izipizi was called See Concept and distributed in establishments open to the public such as post offices and restaurants. At the time, we chose a name to appeal to our B2B customers. Then we took a turn to create a more fashion-led brand by creating real glasses for reading, sun and screen protection. Ideal for every consumer, we created a strong brand. It was then that we decided to change our name. We wanted a name that looked more like us – easier, happier and more universal. Izipizi was an obvious choice as it’s a derivative of the Anglo- Saxon expression “easy-peasy”. Despite the name’s reflection of the fun and dynamic spirit of the products, the three founders have had to defend it, with many people not understanding it or finding it childish. However, despite some initial hurdles, the transition went well and the general feedback from our customers and partners was unanimous – Izipizi is simple and universal and said with a smile. What is your customer base? Izipizi glasses are for anyone. We have styles for all ages, which is the major advantage of our brand. What’s your USP? Izipizi glasses are everyday glasses that put a smile on your face. The brand offers colourful collections and reinvented classics that are designed to fit. What are your current bestselling lines? The reading models are still our bestselling lines, with a strong, dynamic and colourful brand identity. Are you active on social media, and how do you use it for your business? We are active on nearly all social channels but mainly Instagram and Facebook. Our main goal on those social forums is to showcase all our products and collections while using the flexibility the platforms offer to convey our brand’s identity. We want people to feel our values, all the while discovering the wide range of glasses that we make for the whole family. We are building a large community of Izipizi fans and ambassadors, which is growing each day. It’s a very good indicator of confidence in the company. Do you stock third-party brands? We only sell our Izipizi glasses. Our collections are for the whole family and every life moment. Within the child collection we have Baby, Kids