Rethinking Sunwear: How to Turn a Missed Opportunity into a Profit Engine

Sunwear sales are often an afterthought in optical retail—but according to Renato Cappuccitti, that’s a costly mistake. With decades of experience in product development, manufacturing, and distribution—including roles at Maui Jim and now as part of Bajío Sunglasses—Renato joins Dr. Scott Jens to Think Again about how practices treat sunwear.

In this episode, Renato challenges the passive mindset many practices hold toward sunwear and makes a compelling case for treating it as a strategic category—not just an accessory. From pricing strategy and inventory commitment to staff training and the power of storytelling, he outlines the specific changes practices can make to unlock serious growth in a high-margin category.

This conversation offers data-informed, field-tested advice for optometric practices looking to diversify revenue, improve second pair sales, and elevate their brand presence. If you’ve ever treated sunwear as a seasonal add-on, it’s time to Think Again.

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