Clearly

Clearly is an online eyewear retailer headquartered in Vancouver, British Columbia. The business was founded in 2000 as Coastal Contacts by Roger Hardy and his sister Michaela Tokarski, initially selling contact lenses through the internet. It later expanded into prescription eyeglasses and sunglasses, developing a direct-to-consumer model based on online ordering, relatively low prices, and rapid fulfillment. The company became one of North America's largest online contact-lens retailers and was described as the world's largest online seller of prescription eyeglasses at points in its expansion. The original business used digital marketing aggressively during the early growth of e-commerce. One early tactic involved purchasing the keyword "contact lens" from AltaVista so that searches generated banner advertising for Coastal Contacts. The company reported receiving 30 orders on its first day and reaching $68,000 in sales during its first month. Its same-day fulfillment capability helped distinguish the service from conventional mail-order and optical retail businesses. Coastal Contacts raised $6 million in an initial public offering in 2004. It used the capital to expand internationally, including into the United Kingdom and parts of Europe. Later that year it acquired LensWay, a European mail-order contact-lens business. In 2006 it acquired additional businesses in the Netherlands and Japan. The company reported revenue of $140 million by 2009. It entered the eyeglasses market in 2008, sourcing components from independent manufacturers around the world while retaining control over final assembly. By January 2012 it had shipped more than 80,000 prescription eyeglasses in a single month, and it reported more than five million customers and more than $1.2 billion in cumulative retail eyewear sales over the internet since its founding. Essilor acquired Coastal.com in 2014. Roy Hessel, who had founded online eyewear retailer EyeBuyDirect, was appointed chief executive of the business. In 2015 the company rebranded itself as Clearly in several markets, while retaining the Coastal name in the United States for a period. Arnaud Bussières joined the company as managing director in September 2017 and became chief executive in January 2018. The parent-company landscape changed substantially in 2018 when Essilor merged with Luxottica to create EssilorLuxottica, making Clearly part of the world's largest integrated eyewear group. Clearly continued to operate across online eyewear and contact-lens categories, including daily, extended-wear, and colored contact lenses, as well as prescription frames and sunglasses. In 2019 it acquired Australian online retailer OzContacts, strengthening its presence in that market. In 2022, the United States Coastal.com website was merged into EyeBuyDirect.com. This integration reduced the distinct role of the Coastal U.S. storefront, while Clearly remained associated with the group's online eyewear operations in other markets. The brand's core positioning is convenience-led and digitally native: customers can browse lenses and frames online, submit prescriptions, and order made-to-measure eyewear without relying exclusively on a traditional optical store.

Clearly began in 2000 as Coastal Contacts, an online contact-lens retailer established by siblings Roger Hardy and Michaela Tokarski. Its early business model combined lower prices with online ordering and same-day fulfillment. The founders also used search-engine advertising to build awareness, reportedly purchasing the "contact lens" keyword from AltaVista so that relevant searches displayed Coastal Contacts banner advertising. The company received 30 orders on its first day and reported $68,000 in sales during its first month. The company raised $6 million through an initial public offering in 2004. This funding supported international expansion into the United Kingdom and Europe. Later in 2004, Coastal Contacts acquired LensWay, a European mail-order contact-lens business. In 2006 it acquired businesses in the Netherlands and Japan, extending the company beyond its original North American base. Revenue was reported at $140 million by 2009. Coastal Contacts broadened its category focus in 2008 by entering prescription eyeglasses and sunglasses. It sourced frame and other components from independent manufacturers globally but maintained control over final assembly. This model allowed it to offer made-to-order prescription eyewear through an online storefront. In January 2012 the company shipped more than 80,000 prescription eyeglasses in one month. It also reported having served more than five million customers and having generated over $1.2 billion in cumulative online retail eyewear sales since inception. Essilor acquired Coastal.com in 2014 and appointed Roy Hessel as chief executive. Hessel had founded EyeBuyDirect in 2005 and also held a senior role in Essilor's online division. In 2015 the company adopted the Clearly identity in several markets, although its United States operation continued to use Coastal for a time. Arnaud Bussières became managing director in September 2017 and chief executive in January 2018. The 2018 Essilor-Luxottica merger created EssilorLuxottica and made Clearly part of a much larger global eyewear group. Clearly subsequently expanded in Australia through its 2019 acquisition of OzContacts. In 2022, Coastal.com, the U.S. website associated with the business, was merged into EyeBuyDirect.com. Clearly's history therefore reflects the evolution of online optical retail from a specialist contact-lens storefront into a broader digital eyewear platform, followed by consolidation within a global lens and eyewear conglomerate.

1. 2022Coastal.com is merged into EyeBuyDirect

   The U.S. Coastal.com storefront is integrated into EyeBuyDirect.com.

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2. 2019OzContacts acquisition

   Clearly acquires Australian online eyewear retailer OzContacts.

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3. 2018Clearly becomes part of EssilorLuxottica

   Essilor merges with Luxottica, placing Clearly under the newly formed EssilorLuxottica group.

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4. 2015Clearly rebrand

   Coastal Contacts adopts the Clearly name in several international markets.

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5. 2014Acquisition by Essilor

   Essilor acquires Coastal.com and appoints Roy Hessel as chief executive.

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6. 2008Entry into eyeglasses and sunglasses

   The company expands beyond contact lenses into prescription eyeglasses and sunglasses.

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7. 2006Expansion into the Netherlands and Japan

   Coastal Contacts acquires two additional businesses, one in the Netherlands and one in Japan.

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8. 2004Initial public offering and European expansion

   The company raises $6 million in an IPO and acquires European mail-order contact-lens business LensWay later in the year.

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9. 2000Coastal Contacts is founded

   Roger Hardy and Michaela Tokarski establish the online contact-lens retailer that later becomes Clearly.

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A digitally native, value-oriented eyewear retailer focused on convenient online purchase and fulfillment of contact lenses, prescription glasses, and sunglasses.

• Contact lensesVision correction2000

  Clearly's original category was online contact-lens retail. Its assortment has included daily-wear, extended-wear, and colored contact lenses, with the company reporting an assortment of roughly 100 contact-lens types in the late 2010s.

• Prescription eyeglassesEyewear2008

  Introduced in 2008, prescription eyeglasses became a major growth category. Clearly uses online ordering for made-to-order prescription eyewear, sourcing components from independent manufacturers and retaining control over final assembly.

• SunglassesEyewear2008

  Clearly sells sunglasses through its online eyewear platform. The category complements prescription glasses and contact lenses and supports the brand's broader direct-to-consumer optical proposition.

• 2000AltaVista contact-lens keyword advertising

  Canada

  During its early launch period, Coastal Contacts reportedly purchased the "contact lens" keyword from AltaVista so searches for the term displayed the company's banner advertising.

  Outcome. The tactic helped the new online retailer attract early traffic and orders.

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• 2022Integrate the U.S. Coastal.com storefrontStrategy

  The business operated multiple online eyewear brands within the EssilorLuxottica portfolio.

  What changed. Coastal.com, the U.S.-based website associated with Clearly's former identity, was merged into EyeBuyDirect.com.

  Aftermath. The Coastal U.S. storefront ceased operating as a separate website and its customer proposition was folded into EyeBuyDirect.

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• 2019Acquire OzContactsM&A

  Clearly sought to strengthen its position in Australia's online eyewear market.

  What changed. The company acquired Australian online retailer OzContacts.

  Aftermath. The transaction expanded Clearly's Australian online retail presence.

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• 2015Adopt the Clearly brand identityStrategy

  The company operated under different Coastal-related names in various markets.

  What changed. Coastal Contacts rebranded as Clearly in several markets, while the U.S. business continued using Coastal for a period.

  Aftermath. The Clearly name became the principal identity in several international markets, creating a more unified consumer brand.

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• 2014Essilor acquires Coastal.comM&A

  Coastal Contacts had developed a substantial online contact-lens and eyewear operation across multiple markets.

  What changed. Essilor acquired the business and appointed Roy Hessel as chief executive.

  Aftermath. Clearly became part of Essilor's online and optical retail strategy and later entered the EssilorLuxottica group.

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• 2008Enter the prescription-eyewear marketProduct launch

  The business had initially focused on contact lenses and sought to expand its online optical offering.

  What changed. Coastal Contacts began selling prescription eyeglasses and sunglasses, using online ordering and controlled final assembly.

  Aftermath. Eyeglasses became a substantial part of the business and supported the company's position as a major online prescription-eyewear retailer.

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• 2022Coastal.com U.S. website integrated into EyeBuyDirect

  The brand's U.S.-based Coastal.com website was merged into EyeBuyDirect.com.

  M&A
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• 2019Clearly acquires OzContacts

  Clearly acquired Australian online retailer OzContacts to expand its presence in the Australian online eyewear market.

  M&A
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• 2018Essilor and Luxottica complete merger

  The merger of Essilor and Luxottica created EssilorLuxottica, placing Clearly within the combined eyewear group's corporate structure.

  M&A
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• 2015Coastal Contacts rebrands as Clearly in several markets

  The company changed its consumer-facing identity from Coastal Contacts to Clearly in a number of markets; the United States continued to use the Coastal name for a period.

  Other
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• 2014Essilor acquires Coastal.com

  French lens manufacturer Essilor acquired Coastal.com, the parent business of the online eyewear retailer later known as Clearly.

  M&A
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1. Clearly