Case Study: ToyShades achieves rapid multi-channel growth and wholesale expansion with Shopify

ToyShades - Customer Case Study

ToyShades, a London-based eyewear brand, identified an untapped market for fashion-forward, affordable frames and prescription options at £20–£40. Sourcing hand-finished frames from China, the company set out to democratize stylish eyewear by offering prescription lenses from £40 and targeting customers underserved by traditional optical retailers.

They launched via Instagram with influencer support and built a three-tier model—Shopify e‑commerce, Topshop concessions, and a growing wholesale network—backed by Bold apps, Veeqo and Nosto for order, prescription and fulfillment management. In two years ToyShades expanded to 50+ stockists (including Topshop Oxford Street, ASOS, Lipsy & Co. and Soho House), now earns the majority of revenue from wholesale, and is streamlining invoicing through Shopify.

Toyshades