How eyewear brand Revo is reinventing itself

Revo is not a new company, but it's now in the process of reintroducing itself to more people. The performance eyewear brand first launched in the '80s selling fashionable sunglasses with science-backed sun protection. Over the years, the brand got sold to many big players, including Ray-Ban and Essilor Luxxotica. But in 2018, an eyewear company called B. Robinson -- with the help of some outside investors -- decided to purchase Revo. "It didn't have the same level of investment and the same level of support that it has had as an independent brand," said Cliff Robinson, the CEO of Revo, as well as the chief executive of B. Robinson. Now, the company is in growth mode once again and just opened its first U.S. store in New York -- less than a year after opening a store in Barcelona. "The growth has been coming from all these different sectors," said Robinson. "We're seeing growth in optical stores. We're seeing growth in the golf channel. We're seeing growth in the winter market with both goggles and sunglasses at resort areas. We're seeing growth from resorts and hospitality." Robinson joined the Modern Retail Podcast and spoke about the new strategy with Revo and what's ahead. The focus now is on reintroducing people to the brand. They may remember it from decades ago, but now the company is trying to get front and center. With that, it's been working with athletes -- including the U.S. sailing team. According to Robinson, Revo has always had the chance to become a true eyewear leader. "We felt there was this really great opportunity to breathe some additional life -- breathe some additional TLC -- and really make Revo the independent brand that it had been previously," he said.