David Williamson has launched an online sunglasses retail operation. Photos by Michael Thompson.
A Chesterfield startup is casting itself in a new light.
SunFlipz, launched last year by David Williamson to specialize in selling sunglasses made of wood, is now Plank.
Williamson said the rebranding, which became official in December, is in part a result of the feedback he got at about 30 different Richmond and Virginia festivals where he showcased his wares.
“SunFlipz did not catch on the way I wanted it to,” Williamson said. “I wanted to describe what I’m doing. (Plank is) going to be more in line with what the product is.”
Plank’s Chimbo glasses
Plank’s sunglasses are made from different types of wood like reclaimed skateboard wood, bamboo, birch, zebra and ebony.
“I like the one-syllable, more bold name,” Williamson said of the new moniker. “It doesn’t make you automatically think of wood, but it’s got that good woodsy sound.”
In conjuring up the new brand, Williamson said he found inspiration while listening to music from the ’80s and ’90s, including bands like The Replacements, Husker Du and R.E.M.
“I went through several albums. (Plank) just popped up,” he said.
Williamson said the SunFlipz name will live on in the form of a new line of lower priced sunglasses he plans to release after the winter. Plank’s current stock of sunglasses starts at $70 and goes up to $85.
The company has sold more than 400 pairs of sunglasses, mostly at festivals and online, Williamson said. He works with an overseas designer and manufacturer and has the glasses shipped to his home. The business nearly broke even in its first year.
Plank has yet to get on brick-and-mortar shelves, but Williamson hopes that will eventually change.
“I’m working pretty hard to get in local stores,” he said. “It’s a work in progress, but it’s not that far off.”
Williamson, who works in higher education full-time, said he also hopes to add different products like hats and T-shirts to Plank’s offerings. The company doesn’t have any employees but is looking to recruit people to help promote Plank across the country.
“I really wanted the first year to be more of a learning process,” Williamson said. “(In 2016,) I’m going to expand my reach more.”
David Williamson has launched an online sunglasses retail operation. Photos by Michael Thompson.
A Chesterfield startup is casting itself in a new light.
SunFlipz, launched last year by David Williamson to specialize in selling sunglasses made of wood, is now Plank.
Williamson said the rebranding, which became official in December, is in part a result of the feedback he got at about 30 different Richmond and Virginia festivals where he showcased his wares.
“SunFlipz did not catch on the way I wanted it to,” Williamson said. “I wanted to describe what I’m doing. (Plank is) going to be more in line with what the product is.”
Plank’s Chimbo glasses
Plank’s sunglasses are made from different types of wood like reclaimed skateboard wood, bamboo, birch, zebra and ebony.
“I like the one-syllable, more bold name,” Williamson said of the new moniker. “It doesn’t make you automatically think of wood, but it’s got that good woodsy sound.”
In conjuring up the new brand, Williamson said he found inspiration while listening to music from the ’80s and ’90s, including bands like The Replacements, Husker Du and R.E.M.
“I went through several albums. (Plank) just popped up,” he said.
Williamson said the SunFlipz name will live on in the form of a new line of lower priced sunglasses he plans to release after the winter. Plank’s current stock of sunglasses starts at $70 and goes up to $85.
The company has sold more than 400 pairs of sunglasses, mostly at festivals and online, Williamson said. He works with an overseas designer and manufacturer and has the glasses shipped to his home. The business nearly broke even in its first year.
Plank has yet to get on brick-and-mortar shelves, but Williamson hopes that will eventually change.
“I’m working pretty hard to get in local stores,” he said. “It’s a work in progress, but it’s not that far off.”
Williamson, who works in higher education full-time, said he also hopes to add different products like hats and T-shirts to Plank’s offerings. The company doesn’t have any employees but is looking to recruit people to help promote Plank across the country.
“I really wanted the first year to be more of a learning process,” Williamson said. “(In 2016,) I’m going to expand my reach more.”