SooNice Sunnies
SooNice Sunnies is a bootstrapped Austrian direct-to-consumer brand that designs and sells sustainably produced, UV-protective sunglasses exclusively for children aged 6 months to 16 years, manufactured in Italy and shipped globally.
- Company typePrivate
- Founded2021
- HeadquartersSalzburg, Austria
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What SooNice Sunnies does
SooNice Sunnies is a privately held, founder-owned direct-to-consumer brand founded in 2021 and headquartered in Salzburg, Austria, that designs and sells UV-protective sunglasses exclusively for children. The product line is segmented by age group — Baby (6–24 months), Children (3–8 years), Teen (10–16 years), and Sport (7–13 years) — and is built around four branded technology pillars: SooSAFE (UV 400 Category 3 lenses with protective side shields), SooCHILDPROOF (lightweight, flexible, scratch-resistant construction), SooSUSTAINABLE (recycled ECONYL® nylon and bio-based RILSAN® plastic, BPA-free), and SooLOCAL (product development in Austria, manufacturing in Italy, CE-certified lenses). Pricing is fixed at €70 for Baby/Children, €80 for Sport, and from €9 for replacement lenses, sold primarily through the company's own Shopify-based e-commerce storefront with global shipping.
The company monetizes via one-time consumer purchases rather than subscriptions, with replacement lenses serving as a low-AOV consumable re-engagement channel. Go-to-market is organic-first: Instagram-led content marketing emphasizing pediatric UV risk and medical-expert endorsements, supported by email newsletters and educational content. Distribution is dual-track: the DTC storefront for direct global sales and a dealer / store-locator network (e.g., specialty optician sehen!wutscher, resort concept store Moar Gut) for in-person fit and credibility. Limited edition collaborations with designer Marina Hoermanseder, children's bike brand Woom, and lifestyle brand BeBeige function as brand halo and community-bridge SKUs rather than material revenue drivers.
Customer segments are horizontal — parents of infants, young children, teens, and active/sporty children — all served by the same underlying frame-and-lens technology differentiated by age-appropriate sizing and styling. The company appears to be bootstrapped with no disclosed external funding, no M&A activity, and 1–10 employees, with manufacturing fully outsourced to an Italian production partner. No AI, app, or proprietary software platform is part of the offering; the business is a focused, product-and-brand play in a narrow consumer category.
SooNice Sunnies firmographics
Firmographics- Name
- SooNice Sunnies
- Legal name
- SooNice Sunnies
- Website
- https://soonicesunnies.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SooNice Sunnies is a bootstrapped Austrian direct-to-consumer brand that designs and sells sustainably produced, UV-protective sunglasses exclusively for children aged 6 months to 16 years, manufactured in Italy and shipped globally.
- Ownership category
- akta.pro rank
SooNice Sunnies industry classification
Industry- Product category
- Children's Sunglasses
- NAICS
- Optical Goods Retailers (45613), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Ophthalmic Goods (3851), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Kids & Teen Eyewear (CRAAAKAE)
- akta.pro secondary industries
- Sunglasses (Non-Prescription) (CRAAAKAB), Baby Sun Protection (CRABAJAE), Sun Protection Accessories (UV-protective sprays, sticks, on-the-go formats) (CRABAHAO)
Keywords
Where SooNice Sunnies is headquartered
LocationHeadquarters
- HQ city
- Salzburg
- HQ country
- Austria
- HQ region
- Europe
Offices2 records
Markets served
SooNice Sunnies business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Direct Product Sales: One-time purchase of sunglasses through e-commerce storefront. Products are sold directly to consumers at fixed price points with replacement lenses available as add-on sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Children sunglasses - €70 |
| Unit Pricing | Pay-as-you-go | Baby sunglasses - €70 |
| Unit Pricing | Pay-as-you-go | Sport sunglasses - €80 |
| Unit Pricing | Pay-as-you-go | Replacement lenses - from €9 |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
SooNice Sunnies product offering
Product offeringCore offering
SooNice Sunnies designs and sells sustainably produced sunglasses exclusively for babies, children, and teenagers, with UV 400 Category 3 protection, side shields, and lightweight flexible frames. Products are manufactured in Italy from recycled ECONYL® nylon and bio-based RILSAN® plastic, with development based in Austria, and sold primarily through the company's own e-commerce storefront and a small retail partner network.
Product overview
SooNice Sunnies is a direct-to-consumer children's eyewear brand offering a unified product line of age-differentiated sunglasses across four main product lines: SooNice Baby (6-24 months), SooNice Children (3-8 years), SooNice Teen (10-16 years), and SooNice Sport (7-13 years). All products share core technologies branded as SooSAFE (UV protection), SooCHILDPROOF (durability features), SooSUSTAINABLE (eco-materials), and SooLOCAL (European production). The portfolio is complemented by a Zubehör (Accessories) line offering replacement lenses, and several limited edition collaborations under the SooNice x sub-brand including SooNice x Marina Hoermanseder, SooNice x Woom, and SooNice x BeBeige. The products are manufactured in Italy using recycled nylon (ECONYL®) and bio-based plastic (RILSAN®), with development based in Austria.
Differentiator
Problem solved
Functional benefit
Brands
- SooNice Baby: Sunglasses for babies aged 6-24 months
- SooNice Children
- SooNice Teen
- SooNice Sport
- SooNice x Marina Hoermanseder
- SooNice x Woom
- SooNice x BeBeige
Products and services
- SooNice Baby Sunglasses designed for babies aged 6-24 months, featuring ultra-flexible frames, scratch-resistant lenses, and side shields for UV protection (UV 400, Category 3). Priced at €70.
- SooNice Children Sunglasses designed for children aged 3-8 years, offering 100% UV-A and UV-B protection with UV 400 Category 3 lenses and protective side shields. Priced at €70.
- SooNice Teen Sunglasses designed for teenagers aged 10-16 years, providing UV protection with stylish designs tailored for older children.
- SooNice Sport Sport-oriented sunglasses for active children aged 7-13 years, featuring durable flexible materials and enhanced protection for outdoor activities. Priced at €80.
- Zubehör (Accessories) Replacement lenses and accessories enabling sustainable repair rather than full frame replacement. Replacement lenses start at €9.
- SooNice x Marina Hoermanseder Limited edition collaboration with Austrian designer Marina Hoermanseder, combining high-end fashion aesthetics with child-safe UV protection.
- SooNice x Woom Limited edition collaboration with children's bicycle brand Woom, combining cycling lifestyle with UV eye protection for active children.
- SooNice x BeBeige Limited edition collaboration with lifestyle brand BeBeige, merging contemporary design with child-appropriate UV protection.
Companies that use SooNice Sunnies
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles5 records
SooNice Sunnies technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature4 records
SooNice Sunnies partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- Marina HoermansederflagshipLimited Edition collaboration with Austrian designer Marina Hoermanseder, creating exclusive designer sunglasses for children featuring unique design aesthetic and brand crossover appeal.
- WoomcoreLimited Edition collaboration with Woom, a children's bicycle brand, creating co-branded sunglasses designed for active children who ride bikes and enjoy outdoor activities.
- BeBeigecoreLimited Edition collaboration with BeBeige, creating exclusive lifestyle-oriented sunglasses with fashion-forward design for children.
- sehen!wutscher (Augenoptiker)coreEyewear retail partner selling SooNice Sunnies as a trusted children's sunglasses specialist. Fritz Wutscher Jr., member of management, provides testimonials and endorsement of the product quality for children's needs.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
SooNice Sunnies competitors and assessment
Company assessmentDirect peers
- Baby Banz: Long-established Australian/NZ brand making sunglasses and sun hats for babies and young children. Comparable category, customer (parents of infants/toddlers), and use case (UV protection for kids).
- Real Shades: Specialist children's sunglasses brand selling 100% UV-protective shades for babies, kids, and teens across price tiers. Competitor in the same sized-down, kid-first category with similar e-commerce and retail distribution.
- Ki ET LA: French children's eyewear brand focused on UV-protective sunglasses and optical frames for babies and kids. Comparable as a European, design-led, child-specialist brand with overlapping age-segmented product lines.
- Babiators: US-based direct-to-consumer children's sunglasses brand offering durable, UV-protective shades for babies and kids. Closely comparable to SooNice on product (kids' sunglasses), GTM (D2C + retail), and target customer (parents of young children).
- Ro Sham Bo Baby: US-based children's sunglasses brand covering baby, toddler, and kid sizes under the 'Baby Banz' parent. Direct competitor in the kid-only sunglasses niche with similar price points and channel mix.
Emerging players
- Pilestone: Smaller, niche eyewear brand offering specialized frames (e.g., colour-blindness, clip-ons, kids). Comparable as a small, design-led eyewear brand with a children's line, though not specifically child-only.
Broad incumbents
- Bollé: European sports and lifestyle eyewear brand with a kids' sunglasses/sport-shades line. Comparable on the SooNice Sport overlap but is a broad incumbent rather than a child-only specialist.
- Ray-Ban Junior: Luxottica's Ray-Ban kids' line, a scaled-down adult sunglasses brand for children. SooNice differentiates against this as a child-specific design vs. a scaled-down adult product.
- Julbo: Established French eyewear brand with a dedicated children's range (e.g., Julbo Kids) including sport and lifestyle sunglasses. Comparable on the sport/kids' subset but operates broadly across adult and outdoor categories.
Regional players
- Morgenthal Freiheit: German/Austrian optical retailer stocking designer and children's eyewear. Relevant as a regional retail channel partner comparable to SooNice's sehen!wutscher distribution, not a direct product competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SooNice Sunnies social profiles
Digital presenceSooNice Sunnies compliance and trust
Trust signalCompliance1 record
SooNice Sunnies financial estimates
Financial estimateRevenue estimate
Valuation estimate
SooNice Sunnies leadership team
Management profileNumber of profiles
Profiles3 records
SooNice Sunnies funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SooNice Sunnies 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 SooNice Sunnies
What does SooNice Sunnies do?
SooNice Sunnies designs and sells sustainably produced sunglasses exclusively for babies, children, and teenagers, with UV 400 Category 3 protection, side shields, and lightweight flexible frames. Products are manufactured in Italy from recycled ECONYL® nylon and bio-based RILSAN® plastic, with development based in Austria, and sold primarily through the company's own e-commerce storefront and a small retail partner network.
Is SooNice Sunnies a public or private company?
SooNice Sunnies is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SooNice Sunnies founded?
SooNice Sunnies was founded in 2021. It employs 1 to 10 people.
Where is SooNice Sunnies based?
SooNice Sunnies is headquartered in Salzburg, Austria, in the Europe region.
How does SooNice Sunnies make money?
One revenue line is on record: direct Product Sales.
Who are SooNice Sunnies's main competitors?
Direct peers on record are Baby Banz, Real Shades, Ki ET LA, Babiators and Ro Sham Bo Baby. Pilestone is listed as an emerging player. Broad incumbents are Bollé, Ray-Ban Junior and Julbo. Morgenthal Freiheit is listed as a regional player.
Does SooNice Sunnies have an API?
No public API is recorded for SooNice Sunnies.
What industry is SooNice Sunnies in?
SooNice Sunnies's product category is Children's Sunglasses. Its primary akta.pro industry code is CRAAAKAE, Kids & Teen Eyewear, with a secondary code of CRAAAKAB, Sunglasses (Non-Prescription). Its NAICS code is 45613 and its SIC code is 3851.