What Croakies does

Croakies, founded in 1977 in Jackson Hole, Wyoming by a ski patrolman who improvised the first neoprene eyewear retainer from an old wetsuit, is a US-based consumer products company specializing in eyewear retention and photochromic eyewear. The company's core technology centers on the original neoprene retainer design — based on a Chinese finger trap grip mechanism — and has expanded into a broader portfolio including cotton/Lycra Suiters with adjustable slider beads, premium leather and Ultrasuede retainers, floating retainers for water activities, fashion chains, and a dedicated Kids line. The newer VIEW photochromic eyewear collection adds BluBan lenses with HEV blue light filtering, 100% UVA/UVB protection, progressive magnification options, and 360° articulating spring hinges, with a Gamer Glasses sub-line targeting digital device users.

Croakies manufactures its products at a facility in Bozeman, Montana, and operates as a subsidiary of Hilco Vision Outdoor, which provides corporate, customer service, and operational back-office from Fairfield, Ohio. The company sells primarily through a direct-to-consumer Shopify e-commerce storefront at croakies.com, supplemented by a US/Canadian dealer network with a public dealer locator and physical retail presence. Pricing spans budget retainers at $7.99 through premium leather at $39.99 and photochromic eyewear at $39.95–$49.95, with free shipping on orders over $25 and a 15% first-order discount for newsletter subscribers. The company holds a registered Croakies® trademark and offers a limited lifetime warranty on retainers.

The customer base is horizontally segmented across active outdoor enthusiasts, casual everyday wearers, kids and families, digital device users and gamers, and presbyopia patients needing progressive photochromic lenses. Marketing emphasizes outdoor lifestyle content via the 'Guide to Everyday Adventures' blog and organic social on Facebook, Instagram, Twitter, and Vimeo. No venture funding, public listing, or executive team information is disclosed in the available data; the company appears to be run as a mature, brand-led operating asset under its strategic parent rather than as a venture-backed growth company.

Name

Croakies

Legal name

Croakies

Website

https://croakies.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

101–250 employees

Short description

Croakies is a US eyewear accessory company, founded in 1977 and now a subsidiary of Hilco Vision Outdoor, that designs and manufactures neoprene eyewear retainers, premium leather and fabric straps, and a photochromic VIEW eyewear line, selling primarily direct-to-consumer through its Shopify storefront and a domestic dealer network.

Ownership category

akta.pro rank

Product category

Eyewear Accessories

NAICS

Leather and Allied Product Manufacturing (316), Other Leather and Allied Product Manufacturing (31699)

SIC

Ophthalmic Goods (3851), Leather & Leather Products (3100), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Eyewear Accessories & Care (Cases, Cleaning, Chains) (CRAAAKAI)

akta.pro secondary industries

Small Leather Goods (Wallets, Cardholders, Keyholders) (CRAKAEAB), Eyewear Components & Parts (Lenses excluded) (CRAAAKAH), Jewelry & Watch Care Products (Tools, Cleaners, Storage) (CRAKALAK)

Keywords

• Eyewear retainers
• Sunglass straps
• Photochromic eyewear
• Eyewear accessories
• Neoprene retainers

Headquarters

HQ city

Jackson

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Croakies sells products directly to consumers through its e-commerce website at croakies.com. Products include eyewear retainers, photochromic eyewear, and accessories. The company offers free shipping on orders over $25 and collects payment through standard checkout.
2. Dealer/Retail Sales: Croakies maintains relationships with dealers and external retailers who resell their products. A dealer locator is available on the website.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Croakies designs, manufactures, and sells eyewear retainers (sunglass straps and cords) plus photochromic eyewear and related accessories. The flagship neoprene retainer was invented in 1977 and remains the core product, complemented by technical sport retainers, fashion cords, leather retainers, kids' lines, floating retainers, and the VIEW photochromic eyewear collection with BluBan blue-light-filtering lenses.

Product overview

Croakies is a specialized eyewear accessory company offering two main product lines: eyewear retainers (sunglass straps and cords) and photochromic eyewear. The eyewear retainer portfolio includes the flagship Original Croakies neoprene straps (Classics), technical Terra System and Arc™ retainers with interchangeable ends, casual Suiters and Micro Suiters with adjustable slider beads, premium leather options (Saddleback Leather, Round Leather Cords, Sewn Leather Cords, Ultrasuede Cords), fashion chains (Athens, Siena, Shell, Single Leaf, Triple Layer, Czech Glass), floaters for water activities, and children's retainers. The photochromic eyewear line (VIEW collection) features Performance Collection frames (Zipline, Riptide, Odyssey) with TR90 adjustable temples, 360° spring hinges, and progressive variable viewing lenses, plus Lifestyle Collection frames (Jasper, Perry, Petra, Palma) with flex temples and molded nasal bridges. Both collections offer BluBan photochromic lenses with HEV blue light filtering, anti-reflective coating, and 100% UVA/UVB protection, with optional magnification (+1.00 to +2.50) or natural viewing (no magnification) for gamer glasses. Accessories include eyewear care kits, cleaning solutions, anti-fog products, and float devices. All products are backed by a limited lifetime warranty.

Differentiator

Problem solved

Functional benefit

Products and services

• Original Croakies Solids The flagship neoprene eyewear retainer that started the brand in 1977, designed to grip sunglasses through alpine adventures based on a Chinese finger trap design. Sold in solid colors.
• Original Croakies Prints Neoprene eyewear retainers featuring various print patterns including nature motifs, flags, and licensed partner prints.
• Arc™ System Retainer The most technically advanced sport eyewear retainer featuring an endless cord design for maximum adjustability and security.
• Suiters Solids Cotton knitted eyewear retainers with adjustable slider bead for laid-back comfort and style, available in solid colors.
• Suiters Collection Prints Cotton knitted eyewear retainers with adjustable slider bead featuring exclusive prints and licensed partner patterns.
• Micro Suiter Slimmer profile eyewear retainer made from Cotton & Lycra® blend for extra stretch and comfort, featuring minimal styling with maximum security for active pursuits.
• Terra Spec Cords Technical eyewear retainers designed for outdoor activities with durable materials and secure fit.
• Terra System Cord Interchangeable ends eyewear retainer system providing versatile fit options for various frame sizes.
• Lycra Suiter Floater Floating eyewear retainer designed to prevent sunglasses from sinking, providing insurance for prized eyewear on water activities.
• Saddleback Leather Retainer Premium leather eyewear retainer made from high-quality Saddleback leather, offering durability and classic styling.
• Ultrasuede Cords Luxurious suede-like eyewear retainers made from Ultrasuede® material for soft, comfortable wear.
• Sunglasses Chains (Athens, Siena, Shell, Triple Layer, Czech Glass) Fashionable eyewear chains including Athens, Siena, Shell, Single Leaf, Triple Layer, and Czech Glass styles for stylish eyewear retention.
• Kids Original Croakies Solids Neoprene eyewear retainers designed specifically for children's sunglasses in solid colors.
• Kids Original Croakies Prints Neoprene eyewear retainers designed for children featuring fun print patterns including Shark Dive, Space, Cats, and Daisy.
• Zipline (Photochromic Eyewear) Performance collection photochromic eyewear with TR90 adjustable frame, 360° spring hinges, BluBan lens technology with blue light protection and anti-reflective coating.
• Riptide (Photochromic Eyewear) Performance collection rectangular photochromic eyewear featuring adjustable temples, spring hinges, and progressive variable viewing lenses with magnification options.
• Odyssey (Photochromic Eyewear) Performance collection square-shaped photochromic eyewear with photochromic lenses, HEV blue light filtering, and variable or natural viewing lens options.
• Jasper (Photochromic Eyewear) Lifestyle collection photochromic eyewear with flex temples, internal spring hinges, and molded nasal bridge for everyday wear.
• Perry (Photochromic Eyewear) Lifestyle collection rectangular photochromic eyewear with soft grip flex temples and comfortable fit.
• Petra (Photochromic Eyewear) Lifestyle collection photochromic eyewear with cat-eye styling and premium lens technology.
• Palma (Photochromic Eyewear) Lifestyle collection square-shaped photochromic eyewear with comfortable design for everyday adventures.
• Jasper Gamer Glasses Natural viewing (no magnification) version of Jasper eyewear designed for gaming with HEV blue light protection and UVA/UVB sun protection.
• Odyssey Gamer Glasses Performance collection Odyssey designed for gaming with natural viewing lenses and UV protection.
• Eyewear Care Kit Comprehensive eyewear maintenance bundle including terra spec cord retainer, 2oz lens cleaner, microfiber cloth, eyewear case with carabiner, and screwdriver set.
• OptiPlus Anti-Fog Spray Anti-fog spray solution for preventing lens fogging.
• Float Kit Floating device kit to prevent eyewear from sinking in water.

Quantifiable outcome

• 40+ years in business as the original eyewear retainer brand
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Goodr: Goodr is a DTC performance sunglasses brand priced in the $25–$50 range that competes with Croakies' VIEW photochromic line on price and direct-to-consumer marketing. Both brands target active-lifestyle consumers via social-media-first marketing and lifestyle content.
• Knockaround: Knockaround is an affordable DTC sunglasses brand with prices in the $20–$50 range, overlapping Croakies' mid-tier VIEW photochromic pricing. Both brands focus on the casual/everyday outdoor and lifestyle consumer rather than premium sport.
• Gunnar Optiks: Gunnar is a blue-light/gaming-glasses specialist that competes directly with Croakies' Jasper Gamer and Odyssey Gamer SKUs on the digital eye-strain use case. Both brands market HEV blue-light protection to gamers and digital-device users, though Croakies adds photochromic outdoor versatility.
• Pit Viper: Pit Viper is a performance/lifestyle sunglasses brand selling polarized sport sunglasses in the $40–$70 range, competing in the same mid-tier performance eyewear niche as Croakies' VIEW collection. Both brands leverage irreverent outdoor-lifestyle marketing and DTC-led distribution.

Broad incumbents

• Oakley: Oakley (owned by EssilorLuxottica) is the dominant sport/performance eyewear incumbent and competes broadly with Croakies' VIEW photochromic line on technology (Prizm photochromic, blue-light filtering) and lifestyle positioning. Croakies operates at a lower price point but in the same product/feature space.
• Revo: Revo is a heritage performance sunglasses brand with NASA-derived polarized lens technology, competing with Croakies' photochromic/blue-light VIEW line on the performance-eyewear feature set. Both brands serve outdoor enthusiasts seeking technical lens performance.
• Costa Del Mar: Costa Del Mar is a premium polarized sunglasses brand owned by EssilorLuxottica, competing with Croakies' floating retainers and photochromic eyewear in the fishing/outdoor channel. Both brands emphasize water-sport use cases and lifetime-warranty positioning.
• Maui Jim: Maui Jim is a premium polarized sunglasses brand with patented lens technology, competing at the upper end of the photochromic/blue-light category where Croakies' BluBan VIEW line is positioned. Both brands share the Hawaii/outdoor-lifestyle heritage.

Direct peers

• Chums: Chums is the closest direct competitor to Croakies in the eyewear retainer category, selling neoprene and woven sunglasses straps, floating retainers, and outdoor accessories. The two brands have competed head-to-head in the outdoor-retail and convenience-store channel for decades.

Others

• Hilco Vision: Hilco Vision is the parent company of Croakies and a major optical-industry supplier/manufacturer. While not a direct competitor, Hilco provides distribution, optical-retail channel access, and operational infrastructure that shapes Croakies' go-to-market and product roadmap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/croakies
• YouTubevimeo.com/croakies
• Facebookfacebook.com/croakies
• Instagraminstagram.com/croakies
• LinkedInlinkedin.com/company/croakies

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Croakies