baileynelson.com

What baileynelson.com does

Bailey Nelson is a vertically integrated direct-to-consumer eyewear retailer operating across Canada, Australia, New Zealand, and the United Kingdom through dual legal entities (Bailey Nelson Inc in Canada and Ben Buckler Eyewear Pty Ltd in Australia). Founded in 2012 and headquartered in Vancouver, the company sells prescription glasses, sunglasses, contact lenses, and frames through a combination of physical retail stores with in-store optometry services and a full e-commerce platform supporting online eye exam scheduling, virtual try-on for glasses, and contact lens reordering. The product portfolio includes proprietary own-brand contact lenses (BN Premium Contacts Daily and Monthly, plus toric variants for astigmatism) alongside resale of the four major manufacturer lines (Alcon including Precision 7, Johnson & Johnson Vision/Acuvue, CooperVision, and Bausch + Lomb), with frames offered in bio acetate and recycled acetate.

The company's revenue model blends one-time retail transactions across eyewear and contact lenses with professional eye exam services delivered by independent optometrists operating within Bailey Nelson stores, complemented by direct billing to vision insurance providers. Unit pricing on contact lenses ranges from approximately $42 for entry-level dailies to $189+ for specialty toric/multifocal SKUs, with senior (15% off, 65+), student, and promotional discounts (e.g., 10% off Alcon WaterInnovations lenses on orders $100+), and Afterpay installment support. Customer acquisition is driven by email/newsletter, organic Instagram (@baileynelsonca), editorial-style content/journal marketing, and a commission-based affiliate program run through the Awin publisher network.

The business is differentiated by a sustainability positioning (bio/recycled acetate materials and the Recycle For Sight glasses donation program), a bilingual (EN/FR) Canadian e-commerce experience, and a brand aesthetic rooted in lifestyle/editorial content rather than clinical optical retail. The company has no public listing, no disclosed funding rounds, and no disclosed headcount in the source material, and operates without a mobile app or public API/SDK surface.

Name

baileynelson.com

Legal name

Ben Buckler Eyewear Pty Ltd and Bailey Nelson Inc

Website

https://baileynelson.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

Bailey Nelson is a multi-country (Canada, Australia, New Zealand, UK) direct-to-consumer eyewear retailer selling prescription glasses, sunglasses, contact lenses, and eye exams via physical stores and e-commerce, with own-brand contacts and manufacturer reseller partnerships.

Ownership category

akta.pro rank

Product category

Eyewear Retail

NAICS

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

SIC

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

akta.pro primary industry

Eyewear Retail & DTC Brands (Frames & Sunglasses) (CRAAAKAK)

akta.pro secondary industries

Sunglasses (Non-Prescription) (CRAAAKAB), Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions) (HLAHAJAE), Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses) (HLAKAKAL)

Keywords

• Eyewear retail
• Contact lenses
• Prescription glasses
• Optometry services
• Sunglasses and frames

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Eyewear Retail: Sale of prescription glasses, sunglasses, and frames directly to consumers through retail stores and e-commerce platform.
2. Contact Lens Sales: Sale of contact lenses from major brands (Alcon, Johnson & Johnson, CooperVision, Bausch + Lomb) and Bailey Nelson's own branded contacts. Offers both daily and monthly disposable options.
3. Eye Exam Services: Professional optometry services provided by independent optometrists operating in Bailey Nelson stores. Eye exams can be booked online.
4. Vision Insurance: Accepts vision insurance plans and provides direct billing services for customer convenience.
5. Affiliate Program: Commission-based affiliate marketing program where partners earn commission when customers click their links and make online purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Bailey Nelson sells prescription glasses, sunglasses, and contact lenses (both its own brand and third-party brands) directly to consumers through physical retail stores and an e-commerce platform. The company also facilitates comprehensive eye examinations conducted by independent optometrists operating in its stores, with online booking and direct insurance billing.

Product overview

Bailey Nelson is an eyewear retailer offering a unified product portfolio centered on prescription glasses, sunglasses, and contact lenses. The core offerings include their own brand of contact lenses (BN Premium Contacts Daily, BN Contacts Monthly, and their Toric variants for astigmatism) alongside a wide range of partner contact lens brands (Acuvue, Alcon including Precision 7, CooperVision including Biofinity, and Bausch + Lomb). Eyewear frames are available in bio acetate and recycled materials. Services include comprehensive eye exams by independent optometrists, vision insurance coordination with direct billing, and the Recycle For Sight donation program. The company operates a commission-based affiliate program for marketing partners.

Differentiator

Problem solved

Functional benefit

Brands

• BN Premium Contacts: Bailey Nelson's own brand of contact lenses including daily and monthly options
• BN Contacts
• BN Premium Contacts Daily

Products and services

• Prescription Glasses Prescription eyeglasses available with various lens options including single vision, progressive, and blue light filtering, made with bio acetate or recycled acetate materials for sustainability. Intended for individual consumers seeking vision correction.
• Sunglasses Sunglasses offering UV protection with tinted lenses in various colors and styles including Wrapped, Rectangle, and Oversized designs, available with prescription options. Intended for individual consumers.
• Contact Lenses (Multi-Brand) Wide selection of contact lenses from major brands including Acuvue (Johnson & Johnson), Alcon (Dailies, Air Optix, Precision 1, Total30, Dailies Colours), CooperVision (Biofinity, MyDay, Clariti, Proclear), and Bausch + Lomb (Ultra, BioTrue ONEday). Options include daily disposables, monthly lenses, toric for astigmatism, and multifocal for presbyopia. Intended for individual consumers with valid prescriptions.
• BN Premium Contacts Daily Bailey Nelson's premium daily disposable contact lenses, available in 90 pack with 8.4 base curve.
• BN Premium Contacts Daily Toric Bailey Nelson's premium daily disposable contact lenses designed for astigmatism, available in 90 pack with 8.6 base curve.
• BN Contacts Monthly Bailey Nelson's monthly replacement contact lenses, available in 6 pack with 8.6 base curve.
• BN Contacts Monthly Toric Bailey Nelson's monthly replacement contact lenses designed for astigmatism, available in 6 pack with 8.7 base curve.
• Precision 7 (Alcon) Alcon 1-week contact lens with ACTIV-FLO Technology providing up to 16 hours of comfort even on day 7, available in 12 pack and 27 pack sizes.
• Precision 7 Toric (Alcon) Alcon 1-week toric contact lens for astigmatism with ACTIV-FLO Technology, available in single pack and 27 pack.
• Eye Examination Services Comprehensive eye examinations conducted by independent optometrists operating in Bailey Nelson stores. Eye exams can be booked online.
• Vision Insurance Direct Billing Health insurance coordination for vision care including direct billing to insurance providers for eye exams and eyewear purchases.

Named customers3 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

Feature1 record

Partnerships

Seven partnerships are on record, tiered minor and core.

• AwinminorGTM or Marketing PartnerAffiliate marketing partnership through Awin publisher network. Affiliates earn commission promoting Bailey Nelson products through unique tracking links when customers make online purchases. Free to join. Part of broader affiliate marketing strategy.
• AlconcoreChannel Partner/ Reseller/ DistributorMajor contact lens supplier and brand partnership. Bailey Nelson resells Alcon products including Dailies Total 1, Air Optix, Precision 1, Total30, and Dailies Colours. Current promotion: Save 10% on Alcon WaterInnovations contact lenses with orders $100+.
• Johnson & Johnson Vision (Acuvue)coreChannel Partner/ Reseller/ DistributorContact lens brand partnership. Bailey Nelson resells Acuvue products including Acuvue Oasys, Acuvue Moist, Acuvue Vita, and multifocal variants. One of the major contact lens brands in portfolio.
• CooperVisioncoreChannel Partner/ Reseller/ DistributorContact lens brand partnership. Bailey Nelson resells CooperVision products including Biofinity, MyDay, Clariti, and Proclear lines with various variants for astigmatism and multifocal needs.
• Bausch + LombcoreChannel Partner/ Reseller/ DistributorContact lens brand partnership. Bailey Nelson resells Bausch + Lomb products including Ultra and BioTrue ONEday lines. Specialty options for presbyopia and astigmatism available.
• Vision Insurance ProviderscoreChannel Partner/ Reseller/ DistributorPartnerships with vision insurance providers for direct billing services. Customers can use health insurance benefits for eye exams and eyewear purchases with direct billing to insurance companies.
• Recycle For Sight ProgramminorStrategic or Co-development PartnerPartnership with Recycle For Sight to collect usable glasses and donate them to communities in need globally. Customers can donate old glasses (any brand) at Bailey Nelson stores. Collected glasses are inspected, cleaned, refurbished, and delivered to those in need.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Warby Parker: Iconic DTC eyewear brand with a hybrid online-and-retail model selling prescription glasses, sunglasses, and contact lenses. Most directly comparable to Bailey Nelson on omnichannel optical retail, own-brand positioning, and direct-to-consumer go-to-market.
• Oscar Wylee: Australian-founded optical retailer with a physical-store-plus-online model selling frames, lenses, and contact lenses. Closest international peer to Bailey Nelson given shared Australian origin, similar store-based optometry, and parallel expansion into Canada.
• Clearly (Clearly.ca): Canada-based online eyewear retailer selling glasses, sunglasses, and contact lenses. Highly comparable to Bailey Nelson's Canadian contact lens and glasses e-commerce offering and competes for the same cross-border consumer.
• Zenni Optical: Online-only eyewear retailer focused on affordable prescription glasses and sunglasses. Comparable to Bailey Nelson on e-commerce-led optical retail and low price-point positioning, though it lacks the in-store optometry component.
• GlassesUSA: Online eyewear retailer selling prescription glasses, sunglasses, and contact lenses with virtual try-on. Comparable on DTC optical retail and broad product mix, particularly the contact lens resale and virtual try-on experience.
• EyeBuyDirect: Online-first eyewear retailer with a broad assortment of frames and lenses. Comparable to Bailey Nelson on affordable DTC glasses retail, though it operates without an optometry network or own-brand contact lens line.

Broad incumbents

• Specsavers: Large multinational optical retail chain offering eye exams, glasses, and contact lenses across Australia, New Zealand, the UK, and Europe. Comparable on store-plus-optometry model and overlapping geography (AU/NZ/UK).
• LensCrafters: Established North American optical retail chain owned by EssilorLuxottica, offering eye exams, prescription glasses, and contact lenses. Comparable as a scaled incumbent competing for the same North American optical retail customer.
• 1-800 Contacts: Large US-based online contact lens retailer selling major brands including Alcon, J&J Acuvue, CooperVision, and Bausch + Lomb. Directly comparable to Bailey Nelson's contact lens resale business and online ordering experience.

Emerging players

• Hubble Contacts: Subscription-based online contact lens retailer selling own-brand daily disposable contacts. Comparable to Bailey Nelson's contact lens business and own-brand BN Premium Contacts Daily positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/baileynelsonca
• LinkedInlinkedin.com/company/dr-dave-verzonilla-and-associates

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 baileynelson.com