Innovative Eyewear announced a new distribution agreement with SmartBuyGlasses, a leading global online eyewear retailer, to sell its Reebok‑branded smart glasses with prescription lenses and worldwide shipping. The partnership, effective December 1 2025, will allow the company to reach customers in more than 30 countries through SmartBuyGlasses’ localized websites and established logistics network.
The deal comes at a time when Innovative Eyewear’s revenue is accelerating. In the third quarter of 2025, the company reported $668,128 in revenue—up 163% year‑over‑year—and a gross profit margin of 37%, a significant improvement from the 23% margin reported in Q3 2024. The Reebok smart glasses line, launched in April 2025 in collaboration with Lucyd Eyewear, has been a key driver of this growth, and the new distribution channel is expected to amplify sales momentum by tapping into SmartBuyGlasses’ extensive customer base and e‑commerce expertise.
CEO Harrison Gross said the partnership “meaningfully expands our global reach while keeping the customer experience familiar.” He added that the synergy between smart eyewear and e‑commerce “provides a transformative approach to user needs and experiences,” and that the collaboration will help make smart frames more accessible and affordable for consumers worldwide. Taisia Ivagina, Merchandising Team Leader at SmartBuyGlasses, noted that the Reebok brand “adds confidence for customers in the nascent smart‑eyewear market” and that the availability of prescription options across key markets is a strong selling point.
Strategically, the partnership addresses a core challenge for Innovative Eyewear: scaling distribution beyond its own direct‑to‑consumer and wholesale channels. By leveraging SmartBuyGlasses’ global reach, the company can accelerate market penetration for its high‑margin Reebok line, reduce reliance on its own platform, and capture a larger share of the growing smart‑eyewear segment, which is projected to expand as consumers seek functional, tech‑enabled eyewear. The deal also positions Innovative Eyewear to benefit from SmartBuyGlasses’ data‑driven marketing and customer insights, potentially improving conversion rates and customer lifetime value.
Financially, the partnership is expected to contribute to continued revenue growth and margin expansion. The Reebok smart glasses have already driven a 163% revenue increase in Q3 2025, and the expanded distribution is projected to sustain that trajectory. The company’s gross margin improvement to 37% reflects successful cost control and pricing power, and the partnership should help maintain or further enhance margins by reducing distribution costs and increasing sales volume.
The announcement signals strong confidence from a major third‑party retailer in Innovative Eyewear’s product portfolio, which could reinforce investor perception of the company’s growth prospects and competitive positioning in the smart‑eyewear market.
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