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2019 update: Interview with Andre Forest

We interviewed former chairman of the Bonlook Board, Andre Forest in late 2019 on our Market Hunt Podcast. Topics include an update on Bonlook’s digital to brick and mortar sales strategy, how to create brand value, Bonlook’s merger with Walter Capital and their focus to increase brand awareness in markets outside Quebec. Link to Episode page here.

2019 update

 

 

Bonlook is a online prescription eyewear company. Bonlook is located in Montreal, Canada.

The company was co-founded by Sophie Boulanger. Boulanger and her brother, Bonlook COO Louis-Félix Boulanger have been working on Bonlook since 2011.

The case features André Forest, from Anges Quebec, an angel investment firm based in Montreal.

Bonlook wants to change the way prescription eyeglasses are purchased. Bonlook started from online sales to storefront sales, typical of new retail brands in this economy. The eyewear industry, traditionally characterised by low volumes and high margins is being transformed, according to Bonlook VP and CTO Louis-Félix Boulanger into one of high volume and lower margins. Bonlook thinks that by designing, manufacturing and retailing it themselves and cutting out the middle-person, they can produce at lower cost points and transfer this saving to their customers. The hope is instead of purchasing one or two pairs at 500$ they will purchase 5 to 10 pairs at $100 each.

Bonlook faced a challenging debut in that in their home base of Quebec, where selling prescription eyewear online was illegal. The rules have since changed but this regulatory environment forced Bonlook to sell to international markets from its infancy.

Content

Fashion Tech, Online retail, International consumer market penetration, Developing a hybrid retail model, Eyewear retail industry, differentiation through retail shopping experience, brand awareness, social media marketing, brand positioning, vertical integration, fast fashion, international supply chain manufacturing, lean manufacturing, internalization of internationalization, penetrating a regulated industry from non-traditional outlets, go to market strategy for a global online brand, creating a compelling brand experience at all touch points, expanding brand to different consumer segments, obtaining outside funding in order to scale the company, scaling a startup, cultivating a company culture.

Technical Specifications

Production Year: 2016.

 

Featured in this case are:

Sophie Boulanger, Bonlook

Louis-Félix Boulanger, Bonlook

André Forest, Anges Québec

 

Executive Producers

Dr Hamid Etemad, McGill University

Hamed Motaghi, Université du Québec en Outaouais

 

Producer

Thierry Harris, Cartouche Media

Creative Director

Melissa Gendron, Cartouche Media

Course Curriculum

Bonlook Introductory Video
Bonlook Short Introduction 00:00:00
Bonlook Case Study
Bonlook Case Study Documentary 00:00:00
Bonlook Case Study Questions
Bonlook Case Study Questions 00:00:00
Bonlook Sub Case: The internalization of internationalization
Bonlook Sub Case: The internalization of internationalization 00:00:00
Bonlook Written Case Study
Bonlook Written Case Study 00:00:00

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