Woodies

What Woodies does

Woodies is a privately held, family-owned direct-to-consumer brand founded in 2012 by Cory Stout and headquartered in Walnut, California. The company designs, manufactures, and sells handmade wooden polarized sunglasses through its own Shopify-powered e-commerce storefront (woodies.com) and the Amazon marketplace, serving individual consumers — primarily adventure, beach, and outdoor-activity enthusiasts — as well as a smaller corporate/bulk segment for custom-logo orders. Since inception, Woodies has sold more than 500,000 pairs across 50+ countries and reports avoiding approximately 15,000 kg of plastic compared with conventional plastic frames.

The core product line consists of sunglasses with polarized 100% UVA/UVB lenses fitted into handcrafted frames made from sustainably sourced walnut, zebra wood, bamboo, ebony, and rose wood, with stainless steel double-spring hinges for durability. Each pair is priced at $25 with free shipping, a 30-day money-back guarantee, and a 12-month 50% replacement policy, complemented by accessories (carrying case, microfiber cloth, wooden guitar pick). The business is operated by a small team of 1–10 people, with the founder's mother Pamela Stout managing customer service. Revenue derives almost entirely from hardware sales at a single price point, supplemented by custom/bulk B2B orders via a dedicated email channel. Marketing relies on activity-themed collections (Beach, Hiking, Fishing, Golf, etc.), organic social media, an affiliate program, SEO-driven blog content, and a sustainability narrative differentiating Woodies from premium incumbents like Ray-Ban.

Name

Woodies

Legal name

Woodies

Website

https://woodies.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Woodies is a family-owned, direct-to-consumer e-commerce brand that designs and sells handmade polarized wooden sunglasses priced at $25, targeting adventure and eco-conscious consumers worldwide through its own website and Amazon.

Ownership category

akta.pro rank

Product category

Wooden Sunglasses

NAICS

Optical Goods Retailers (456130), Optical Goods Retailers (45613)

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

Sunglasses (Non-Prescription) (CRAAAKAB)

akta.pro secondary industry

Sport & Performance Eyewear (CRAAAKAC)

Keywords

• Handmade wooden sunglasses
• Polarized UV protection eyewear
• Sustainable bamboo frames
• Direct-to-consumer sunglasses
• Custom logo sunglasses

Headquarters

HQ city

Walnut

HQ country

United States

HQ region

North America

Offices1 record

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. Product Sales: One-time purchase of handmade wooden sunglasses. Each pair priced at $25 with additional customization options available. Includes complementary accessories (carrying case, microfiber cloth, wooden guitar pick).
2. Custom/Bulk Orders: Custom sunglasses with logos or text for bulk orders. Customers contact [email protected] for custom branding and bulk quantity pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Woodies designs, manufactures, and sells handmade wooden sunglasses featuring polarized lenses with 100% UVA/UVB protection at a flat $25 price point. Frames are crafted from sustainable materials including walnut, zebra wood, bamboo, ebony, and rose wood, each pair individually shaped and finished by artisans. The company operates a direct-to-consumer Shopify storefront, also sells on Amazon, and accepts custom logo/bulk orders for corporate and promotional use.

Product overview

Woodies is a direct-to-consumer brand of handmade wooden sunglasses. The core product portfolio consists of polarized wooden sunglasses made from four primary wood types: walnut, zebra wood, bamboo, and rose wood. Products are sold directly through the e-commerce platform with frames available in various styles including wayfarer, cat eye, hexagon, wrap, and full/half rim designs. All sunglasses feature polarized UV-protective lenses with options for standard polarized, mirror lens, and colored lens variants. The company offers a custom sunglasses service for bulk orders with logo personalization. Packaging includes bamboo tubes and wood display boxes. The product line is unified under a single brand with variations by wood type and frame style, no platform-plus-modules architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Handmade Wooden Sunglasses Handcrafted polarized sunglasses made from walnut, zebra wood, bamboo, ebony, and rose wood, with 100% UVA/UVB protection, stainless steel double-spring hinges, and styles including wayfarer, hexagon, cat eye, wrap, and full/half rim designs. Sold at a flat $25 price point with free shipping and a 30-day money-back guarantee.
• Mirror Lens Wood Sunglasses Wooden sunglasses featuring mirror-coated polarized lenses designed to be both dark and polarized, providing 100% UVA/UVB protection suitable for intense lighting conditions. Combines the standard wooden frame offering with a specialized mirror lens finish.
• Custom Wood Sunglasses (Bulk & Logo Personalization) Personalization service for wooden sunglasses with custom logos or text, supporting bulk quantity orders for corporate gifts, team uniforms, events, and promotional merchandise. Customers contact [email protected] for custom branding quotes and bulk pricing.

Quantifiable outcome

• 15,000 kg of plastic avoided through 500,000+ pairs sold
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Goodr: Affordable polarized running/active sunglasses sold DTC, very similar price band to Woodies. Comparable as a value-priced polarized sunglasses challenger targeting active lifestyle consumers.
• Knockaround: Affordable sunglasses brand sold DTC and through wholesale channels. Directly comparable as a value-tier polarized sunglasses alternative to premium brands, similar target customer profile.
• Pit Viper: Polarized sport/performance sunglasses with strong brand personality and DTC-first distribution. Comparable as a niche lifestyle-positioned sunglasses brand that grew through social/community marketing at a similar accessible price point.
• Shady Rays: DTC polarized sunglasses brand with subscription/membership and bulk-buy mechanics. Closely comparable on polarized quality positioning and direct-to-consumer channel strategy at a similar price point.
• Blenders Eyewear: Direct-to-consumer affordable sunglasses brand with polarized lenses at a similar sub-$50 price tier. Closely comparable in channel mix (own e-commerce), target consumer (lifestyle/active), and positioning as an affordable alternative to premium eyewear.

Broad incumbents

• Oakley: Performance/lifestyle sunglasses incumbent (also EssilorLuxottica) and the dominant sport-eyewear brand. Comparable as a broad incumbent competing for the active/outdoor segment that Woodies targets via its activity-based collections.
• Warby Parker: DTC-first eyewear brand offering prescription and non-prescription sunglasses at accessible price points. Comparable as a larger DTC-native eyewear peer that has demonstrated the playbook of scaling a digitally-native eyewear brand.
• Ray-Ban: Premium iconic sunglasses brand owned by EssilorLuxottica, the dominant incumbent Woodies explicitly positions against (their website uses Ray-Bans as the $250 comparison anchor). Comparable as the established reference point for the category.
• Sunglass Hut: Largest global sunglasses specialty retailer (EssilorLuxottica-owned). Comparable as a sunglasses retail incumbent that Woodies competes against indirectly for consumer attention and as the established physical retail channel for the category.

Emerging players

• Sunski: Small DTC sunglasses brand with sustainability positioning and recycled-material frames. Comparable as a niche mission-driven DTC challenger in the affordable sunglasses space, similar in scale and ethos to Woodies.

Market position

Strengths4 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/WoodiesUSA
• YouTubeyoutube.com/watch?v=54_T8XCGKFM
• Facebookfacebook.com/woodies
• Instagraminstagram.com/woodies
• Pinterestpinterest.com/woodies
• LinkedInlinkedin.com/company/tikkr

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Woodies