goodr
goodr is a U.S. direct-to-consumer eyewear brand founded in 2015 that designs polarized, no-slip performance sunglasses priced $30-$75, selling through its own e-commerce store, retail locations, a dealer network, and major sports-licensing partnerships to runners, cyclists, golfers, and active lifestyle consumers.
- Company typePrivate
- Founded2015
- HeadquartersInglewood, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What goodr does
goodr is a U.S.-based direct-to-consumer eyewear brand, founded in 2015 and headquartered in Inglewood, California, that designs and sells polarized performance sunglasses marketed under a "Fun, Fashionable, Functional, Ffordable" positioning. The company addresses athletes and active lifestyle consumers whose primary pain points are sunglasses slipping during exercise, glare, and UV exposure, with proprietary physical-product engineering including UV400 polarized lenses, a no-slip grip coating, lightweight no-bounce frames, and water-floating construction in the TIDAL G line. Its product portfolio spans 25+ frame SKUs in five shape families (square, aviator, cat-eye, round, shield), a High-Performance Sports collection segmented by activity (running, golf, cycling, fitness, pickleball, tennis, volleyball, baseball, watersports), Snow G ski goggles with magnetic lens swap, a prescription line via Lensabl partnership (frames from $30), and a layered Fan Zone of officially licensed sunglasses covering all 15 MLB teams, 14 MiLB teams, all 29 MLS teams, 11 NWSL teams, and 27 collegiate programs.
The business model is one-time unit sales of branded physical goods priced $25-$75 for core styles, $5-$35 for accessories (cases, cloths), with free U.S. shipping at the $60+ threshold. Revenue is generated through the company's own e-commerce storefront at goodr.com, physical retail locations, a dealer/retailer network, prescription fulfillment via Lensabl.com, and licensed sports and pop-culture collaborations (including National Park Foundation, 1% for the Planet membership, and Mattel). Goodr is privately held with no disclosed venture funding, no parent company, and 101-250 employees; leadership comprises CEO and co-founder Stephen Lease and Chief Relationships Officer Shaun Tinney. The brand maintains a sustainability posture (self-attested 100% carbon neutral, 1% for the Planet member) and pursues community engagement through the Flamboyance Ambassador Program, the CULTURE goodr Podcast, the goodrTimes blog, and the goodr F'ing Rewards loyalty program.
goodr firmographics
Firmographics- Name
- goodr
- Legal name
- Goodr LLC
- Website
- https://goodr.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- goodr is a U.S. direct-to-consumer eyewear brand founded in 2015 that designs polarized, no-slip performance sunglasses priced $30-$75, selling through its own e-commerce store, retail locations, a dealer network, and major sports-licensing partnerships to runners, cyclists, golfers, and active lifestyle consumers.
- Ownership category
- akta.pro rank
goodr industry classification
Industry- Product category
- Performance Sunglasses
- NAICS
- Optical Goods Retailers (45613), Sporting Goods Retailers (45911)
- SIC
- Ophthalmic Goods (3851), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sport & Performance Eyewear (CRAAAKAC)
- akta.pro secondary industries
- Sunglasses (Non-Prescription) (CRAAAKAB), Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC)
Keywords
Where goodr is headquartered
LocationHeadquarters
- HQ city
- Inglewood
- HQ country
- United States
- HQ region
- North America
Markets served
goodr business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Sunglasses Sales: Direct product sales of polarized performance and fashion sunglasses to consumers through e-commerce and retail channels
- Accessories Sales: Sale of complementary products including hard cases, soft cases, folding cases, microfiber cleaning cloths, and multi-case packs
- Prescription Sunglasses: Partnership with Lensabl for prescription lens services; frames starting at $30 for prescription sunglasses
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Sunglasses - Starting price point |
| Unit Pricing | Pay-as-you-go | Premium/Limited Edition - Higher price tier |
| Unit Pricing | Pay-as-you-go | Performance Snow Goggles |
| Unit Pricing | Pay-as-you-go | Accessories |
| Other | Pay-as-you-go | Shipping Threshold |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
goodr product offering
Product offeringCore offering
goodr designs and sells polarized, UV400-protected sunglasses with proprietary no-slip grip and no-bounce lightweight construction. The product line includes performance sport-specific styles, lifestyle frames, licensed team collections (MLB, MLS, NWSL, MiLB, Collegiate), prescription options, snow goggles, and complementary accessories sold through DTC e-commerce, retail stores, and dealer networks at $30–$75 price points.
Product overview
goodr is an active eyewear brand offering polarized, UV400-protected sunglasses engineered with no-slip grip and no-bounce lightweight design. The product portfolio centers on the core goodr Sunglasses line spanning multiple frame styles (OG, BFG, VRG, GRAND G, TIDAL G, FLEX G, AVANT G, FLY G, AMP G, LUXE G, MACH G, RETRO G, SUPER FLY, GLAM G, POP G, POUNCE G, DECO G, MOON G, CHEETAH G, CIRCLE G, BUG G, BEAT G, MOOD G, SONIC G, BOLT G, ASTRO G, SNOW G) and categories (square, aviator, cat-eye, round, shield). The High-Performance Sports collection serves specific athletic activities including Running, Golf, Cycling, Fitness, Pickleball, Tennis, Volleyball, Snow Goggles, Baseball, and Watersports. Additional offerings include Prescription Sunglasses via Lensabl partnership (frames starting at $30), Limited Edition seasonal and collaborative drops, Accessories (cases, cloths), and the Fan Zone featuring licensed team collections for MLB, MiLB, MLS, NWSL, and 27 collegiate universities. The National Park Foundation collaboration produces themed eyewear and cases. All products are marketed under the Four F's: Fun, Fashionable, Functional, and 'Ffordable (affordable), with prices ranging from $25-$75 for core styles. The company maintains sustainability commitments including 100% carbon neutrality and 1% for the Planet membership.
Differentiator
Problem solved
Functional benefit
Products and services
- goodr Sunglasses Core polarized, UV400-protected sunglasses with proprietary no-slip grip coating and no-bounce lightweight frame construction, available in multiple frame styles and approximately 33 color options per style. Priced $30–$50.
- High-Performance Sports Sunglasses
Quantifiable outcome
- 100,095+ 5-star reviews demonstrating high customer satisfaction
- +2 more outcomes
Companies that use goodr
Customer profileSegments8 records
Ideal customer profiles3 records
goodr technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
goodr partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- MattelcoreGoodr collaborated as one of over 70 partners in Mattel's global Masters of the Universe product line inspired by the upcoming live-action film. Goodr sunglasses featured as collectible collaboration items.
- LensablcoreLensabl provides prescription lens services for goodr frames. Customers can order prescription sunglasses directly through Lensabl's platform using their existing prescription without needing an eye doctor visit. This partnership enables goodr to offer prescription options across select frame styles.
- National Park FoundationcoreNational Park Foundation partnership featuring National Park-themed sunglasses designs. Proceeds support national park conservation efforts. Products include The Park Pack with National Park artwork.
- 1% for the Planetcoregoodr is a member of 1% for the Planet, committing to donate 1% of annual sales to environmental causes
- ChangeClimate ProjectminorEnvironmental partnership through the ChangeClimate Project supporting climate action initiatives
- MLB (Major League Baseball)coreOfficial licensed partner producing MLB-branded sunglasses for all 15 MLB teams including Atlanta Braves, Boston Red Sox, Chicago Cubs, Los Angeles Dodgers, New York Yankees, and more
- MiLB (Minor League Baseball)coreLicensed partner producing MiLB-branded sunglasses for 14 minor league teams including Durham Bulls, Jacksonville Jumbo Shrimp, Tacoma Rainiers
- MLS (Major League Soccer)coreLicensed partner producing MLS team-branded sunglasses for all 29 MLS teams including LA Galaxy, Seattle Sounders FC, Inter Miami CF
- NWSL (National Women's Soccer League)coreLicensed partner producing NWSL team-branded sunglasses for 11 teams including Angel City FC, Portland Thorns, San Diego Wave
- Collegiate Sports (26 Teams)coreLicensed partner producing collegiate-branded sunglasses for teams including Alabama Crimson Tide, Ohio State Buckeyes, Texas Longhorns, Michigan Wolverines, USC Trojans, and 20 more
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
goodr competitors and assessment
Company assessmentDirect peers
- Blenders Eyewear: Direct DTC competitor in affordable lifestyle and sport sunglasses, founded 2012 in San Diego. Targets a similar younger, active consumer with polarized lenses at $30-$70 price points and a strong social-media-driven brand identity. Closest comparable peer in product, price, and go-to-market motion.
- Pit Viper: Direct competitor in the polarized, retro-style performance sunglasses category at $50-$80 price points. Strong brand personality, DTC-led, and targets a similar overlap of sport and lifestyle consumers — particularly in cycling, skiing, and outdoor recreation.
- Knockaround: Affordable sunglasses brand offering polarized and non-polarized styles in the $20-$50 range with frequent limited-edition drops. Comparable value-positioning, DTC distribution, and licensing/collaboration strategy to goodr's mid-tier.
Broad incumbents
- Oakley: Premium sport and performance eyewear incumbent owned by EssilorLuxottica, dominating the high-end of the category at $100-$300+. Represents both an aspirational target and the largest competitive threat if it expands downmarket into goodr's $30-$50 tier.
- Costa Del Mar: Premium polarized performance sunglasses brand owned by EssilorLuxottica, priced $100-$250+. Explicitly cited in goodr's competitive positioning as the premium incumbent goodr undercuts on price, particularly in fishing, watersports, and outdoor segments.
- Maui Jim: Premium polarized sunglasses brand priced $150-$400+, also named in goodr's positioning as a high-end benchmark. Strong in the sport, golf, and watersports categories that overlap with goodr's primary customer segments.
- Smith Optics: Established sport and snow goggles/sunglasses brand with comparable product adjacencies in ski/snowboard goggles, cycling, and running eyewear. Direct overlap with goodr's Snow G and performance sports categories.
- Ray-Ban (EssilorLuxottica): Global lifestyle and sport sunglasses leader owned by EssilorLuxottica, spanning $80-$300+. Relevant peer for goodr's lifestyle/everyday consumer segment and the largest potential disruptor if it introduces a value sub-line.
Emerging players
- Shady Rays: DTC sunglasses brand with a subscription-style model and charitable-giving positioning (similar sustainability angle to goodr). Competes in the affordable polarized segment with comparable price points and a younger, values-driven target customer.
- Sungait: Affordable polarized sunglasses brand primarily distributed through Amazon with comparable $20-$40 price points. Represents the online mass-market, lower-cost competitive threat to goodr's DTC value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights7 records
Customer concentration
goodr social profiles
Digital presencegoodr compliance and trust
Trust signalCompliance1 record
goodr financial estimates
Financial estimateRevenue estimate
Valuation estimate
goodr leadership team
Management profileNumber of profiles
Profiles2 records
goodr funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
goodr M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about goodr
What does goodr do?
goodr designs and sells polarized, UV400-protected sunglasses with proprietary no-slip grip and no-bounce lightweight construction. The product line includes performance sport-specific styles, lifestyle frames, licensed team collections (MLB, MLS, NWSL, MiLB, Collegiate), prescription options, snow goggles, and complementary accessories sold through DTC e-commerce, retail stores, and dealer networks at $30–$75 price points.
Is goodr a public or private company?
goodr is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was goodr founded?
goodr was founded in 2015. It employs 101 to 250 people.
Where is goodr based?
goodr is headquartered in Inglewood, United States, in the North America region.
How does goodr make money?
Three revenue lines are on record. Sunglasses Sales are the primary driver. The others are accessories Sales and prescription Sunglasses.
Who are goodr's main competitors?
Direct peers on record are Blenders Eyewear, Pit Viper and Knockaround. Broad incumbents are Oakley, Costa Del Mar, Maui Jim, Smith Optics and Ray-Ban (EssilorLuxottica). Emerging players are Shady Rays and Sungait.
Does goodr have an API?
No public API is recorded for goodr.
What industry is goodr in?
goodr's product category is Performance Sunglasses. Its primary akta.pro industry code is CRAAAKAC, Sport & Performance Eyewear, with a secondary code of CRAAAKAB, Sunglasses (Non-Prescription). Its NAICS code is 45613 and its SIC code is 3851.