I-SEA, The Premium Yet Affordable Eyewear Brand Gaining Rapid Market Traction

Since its launch in 2016 I-SEA has been one of the fastest growing brands in the North American boardsports market. Now available in Europe through Stokehouse Europe the brand is being rolled out with its unique price/quality offer. Source spoke with Derek O’Neill and Adrien Waller to get the details behind the brands success.

Please tell us the story behind the launch of I-SEA.

The two co-founders, Joey Santley and Allison Singer, both came from inside the action sports industry rather than from finance or fashion. Allison spent 15 years working at ASR (Action Sports Retailer, the legendary trade show that was the center of the surf-skate-snow industry), before moving to an East Coast sunglass company. Joey, meanwhile, had worked at O’Neill and Mantra. The two met at ASR. They later married and then launched the brand in San Clemente, California in 2016.
The premise was straightforward: there was a gap between cheap, generic gas-station shades and the $200+ premium surf eyewear from Maui Jim, Spy, and Costa. I-SEA’s pitch was fashion-forward sunglasses that look like they belong on a Venice or San Clemente boardwalk, made with the materials and lenses of premium brands, but kept at price points where 90% of the collection sits, under roughly $50.

What made the brand so successful in the USA market?

The growth path was very surf-industry classic: we went into independent specialty surf shops first, leaning on the years of relationships Allison had built through ASR. The success has been immediate, the brand was selling well in high-volume surf shops. That word-of-mouth at retail is what helped us to grow.
From there it became a proper brand, with proper marketing initiatives, which is pretty unique in our industry, especially at this price point.

• Signature lines with surfers like Ivan Florence, Cole Houshmand, and Jack Robinson.
• Sustainability angle — Tritan Renew recycled material, recycled and biodegradable frames.
• Official Eyewear Partner of the WSL Championship Tour starting 2024, renewed multi-year in 2026.

How is the brand positioned in Europe?

In Europe we are using the same formula that made the brand successful in the USA. 95% of the brand retails between € 35 and € 49. We are offering premium products at a great price. We mainly sell to surf shops but we are also seeing tremendous success in stores located in ski resorts, in fashion boutiques and outdoor stores.

How do you differentiate the I-SEA from other brands in the space?

Our marketing is definitely a point of difference. We are one of the only brands in that € 35 – € 49 space that actually supports surfing. We have partnerships with the WSL and the Rip Curl Grom Search in Europe, and are investing into athletes like William Allioti. The quality of products we offer for the price is pretty much unmatched. Our women range offers a variety of styles that our customers don’t find anywhere else. Our women business is very successful and brings a new customer into surf shops. I-SEA turns volume a lot faster than many brands with some stores selling over 500 units + in year 1.

How is the brand distributed in Europe?

The European distribution sits under Stokehouse Europe (Vissla, Sisstr). We work with some countries directly (France, Spain, Ireland, Italy), but we also use distributors in others (Portugal, Germany, UK, Poland, Switzerland, Netherlands…).

Which products are you most excited about in next seasons line?

On the men side our signature sunglass with Jack Robinson will be a great hit. On the women side we will introduce the Monaco in Europe, the new best seller in the USA that has already sold out 4 times this season. Also we will launch a new aviator inspired by coastal drives and sun-drenched afternoons.

How do you support retailers who carry the brand?

We offer a free display with the original order (our floor display carries 64 units and our counter display carries 24 units). It’s an investment from our side that allows the brand to be well represented and visible in store. It helps the retailer to sell the brand better and faster. Every order also comes with free POP and we also give access to digital assets to help the retailers to communicate on their social networks and websites.

Why should retailers carry I-SEA?

Because it’s their best return on investment per square meter. It’s like a potential €10 000 plus add on for most stores. Our products don’t take much space but they sell fast. They generate sales that they wouldn’t have had otherwise. As an impulse buy it allows retailers to reach a new customer, especially on the women side.
We have strong products, at a great price with proper marketing support and we offer a very healthy mark up.