THE DI­RECT-TOCONSUMER DISRUPTOR

ELLE (Canada) - - Special -

Mon­treal-based eye­wear brand BonLook was born on­line. It wasn’t un­til four years later, in 2015, that the re­tailer opened its first phys­i­cal out­post in the Prom­e­nades Cathé­drale shop­ping mall in Mon­treal. The brand, which de­signs and makes its own pairs of glasses while cut­ting out the dis­tri­bu­tion mid­dle­man (think Canada’s an­swer to Warby Parker), is in rapid ex­pan­sion mode. Last year saw the opening of the first BonLook store out­side Que­bec, at the CF Rideau Cen­tre in Ot­tawa, and 20 more lo­ca­tions are in the works. In keep­ing with BonLook’s dig­i­tal roots, the stores skip the cash reg­is­ters: Shop­pers pay solely on­line.

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