According to a recent article in the Wall Street Journal, Pit Viper, a Salt Lake City-based sports sunglasses brand, plans to add seven new models to its product line, which has so far been limited to 11 models. The company is also reportedly looking to expand its business in the Northeast U.S. and Europe.
Founded in 2012 by former professional skiers through a crowdfunding campaign that raised about $40,000, Pit Viper is “here to party” and aims to offer sunglasses “that can take a beating,” according to the company’s website. The brand’s bold marketing tactics, humorous ’80s nostalgia imagery and durable products allowed it to build a large online following (900,000 people on Instagram).
Pit Viper was able to report annual sales of about 700,000 pairs and $40 million at last count as a result, mainly through its e-commerce operations, which ship worldwide. The brand is also sold through sporting goods stores, directly in North America and through distributors in 15 countries in Europe and Asia, and plans to enter South America in 2023. Through a partnership with Sved Optical, a company that offers an interchangeable nosepiece equipped with RX lenses that can be clipped to most Pit Vipers models, the brand offers an RX program (“fricken prescription,” the website says).
