Sunglass Hut In Sydney Gets A New Look: How the Retailer is Evolving With the Times

WORDS: Ocean Road Magazine Editorial Staff PHOTOGRAPHY @_incostudio on Instagram

In 2023, the Sunglass Hut store along George Street in Sydney underwent a revamping to upgrade the look. Initially opened in 2013, the Sydney store is regarded as the retailer’s largest location. The new look puts a bigger emphasis on luxury, which is what Sunglass Hut offers. A primarily gold colour scheme and detailing add to the premium design, providing a welcoming environment while still creating an ambience of opulence as visitors browse through the selection of shades from top brands. It’s a perfect match for the grandeur of Sydney’s magnificent harbour and the prestige of Australia’s largest city.

Sunglass Hut’s new look is just one of the many initiatives the retailer has made to advance with the changing market. New trends, new behaviours, and new demands are shaping the ever-changing luxury fashion market, requiring innovation to stay on top of the competition and stay relevant, and sunglasses aren’t exempt from these shifts. Here’s how Sunglass Hut is evolving with the times:

About Sunglass Hut

Sunglass Hut opened as a mall kiosk in Miami in 1971. In the mid-1990s, it expanded to Australia and the UK. Today, with over 3,000 locations worldwide, the premium selection of designer sunglasses from Sunglass Hut boasts a wide range of top brands like Ray-Ban, Prada, Gucci, and more. Consumers can also access the models from the latest collections, such as the Ray-Ban Aviator Reverse, which features innovative concave lenses, or the Versace VE4465 from the fashion house’s 2024 men’s eyewear campaign. With such prestigious offerings, a new look for one of its most prominent stores only makes sense to match Sunglass Hut’s elite product line.

Growth in Australia

Despite its American roots, Sunglass Hut’s largest location is in Sydney, and it makes sense why the retailer would ensure the care of this spot. Australia contributes much growth to Sunglass Hut and the parent company of EssilorLuxottica. 2022 was a standout year for the region’s development; it was a record year for Sunglass Hut, growing comparable-store sales by more than one-third. However, it’s not just the sunglasses that are bringing success. Australia’s strong financial performance was thanks to the company’s announcement of a major renewable energy supply agreement as part of its plan to become carbon neutral in its direct operations by 2025. It’s evident that Australia is a prime market for Sunglass Hut’s offerings due to its impressive, luxurious selection and bold business moves that align with customer values and demands.

Beyond the physical

Aside from caring for its brick-and-mortar locations, Sunglass Hut has also taken into consideration the ever-advancing virtual world. In 2022, the retailer partnered with virtual reality developer Emperia and opened a virtual reality store called “Sunglass Hut Utopia.” The virtual store featured gaming moments and try-on technology, where people can engage with products from brands like Prada, Burberry, Versace, Michael Kors, Oakley, and Ray-Ban. Customers could collect all six products displayed around the store, awarding them a free gift with any purchase of one of the exclusive styles. Merging online shopping, gaming, and entertainment allows Sunglass Hut to expand beyond typical e-commerce experiences, bringing consumers new ways to engage with products. The use of cutting-edge tech like virtual reality to combine digital experiences with luxury sunglasses also creates a premium experience.

Sunglass Hut hasn’t just been revamped physically. The luxury sunglasses retailer has moved beyond enhancing storefronts and displays and has also focused on expanding into the virtual world and improving business practices. Aside from enhancing its worldwide locations, Sunglass Hut also values its other ventures, boosting growth in various aspects.