goodr
$30 polarized active sunglasses with a flat-price model across the catalog. No-slip, no-bounce running fit. Inglewood, California.
Status: Approved
- Founded
- 2015
- Website
- goodr.com
- HQ
- USA
- Manufacturing
- China
- Ownership type
- Founder-owned
- Status since
- 2026-04-25
Ownership
Founded March 2015 by Stephen Lease and Ben Abell. Self-funded from inception with no outside institutional capital per founder Stephen Lease December 2024 interview with Shop-Eat-Surf and his own bio describing goodr as one of the world largest independent eyewear brands. 130-147 employees. Sold in over 5,000 doors worldwide and via REI, Fleet Feet, Public Lands. Single LA-area retail store (The goodr Cabana). Held the $25 price point from founding through 2025.
Why Approved
Held a flat $25 price for ten years, then moved to $30 in January 2026 via a pre-announced founder-signed letter that published the cost drivers. Transparent, catalog-wide, no quiet tiering. Founder-owned with no outside capital. Approved.
Reversibility
What would change our verdict
Outside capital raise. Sale to a conglomerate. Departure from the single $30 flat price across the standard catalog. A second increase before 2029. Quiet per-SKU tiering or unannounced increases.
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