Eyewear is a broken market, with atypical margins sustained by a monopolistic market leader [1]. The market leader's lock-in stems from its distribution power. Sidestepping it with DTC makes sense.
None of the above apply to mattresses or suitcases. (It more-closely applies to razors.) There is limited fat to trim that would overcome incumbents' economies of scale and distribution advantages.
None of the above apply to mattresses or suitcases. (It more-closely applies to razors.) There is limited fat to trim that would overcome incumbents' economies of scale and distribution advantages.
[1] https://en.wikipedia.org/wiki/Luxottica