FROM HUMBLE BEGINNINGS, optician Hector Rangel has established an impressive presence in Brownsville, TX, with Eyewear Designs and Sunglass Show among his businesses.
Discussing his journey with INVISION, Rangel repeatedly returned to the topic of ECP/eyewear rep relationships, and their importance to the success of his business. His thoughts on this topic serve as a valuable reminder that the process of getting the right eyewear to the right customer is built on genuine relationships between vendors and retailers, and that those relationships — like any in life or in business — shouldn’t be taken for granted.
THE IDEA
Rangel got his start at a small store in downtown Brownsville that sold accessories with a meager, uninspired and unwanted selection of sunglasses and frames. It was an early lesson in the value of careful curation. He sensed an opportunity, driven by “the motivation to move on and have a better future.” He started paying attention to different styles and brands and before long took the plunge and bought a few. “I saw that it was selling so I decided to save money and open my own store.” The stage was set to move to the next level, but he needed help.
(Right) Sunglass Show owner Hector Rangel says his most successful relationships with reps are based on mutual respect. (Left) De Rigo rep Amy Formaz refers to Sunglass Show’s sister business, Eyewear Designs, as the ‘Disney of optical’ due to how many rare and fashionable pieces owner Hector Rangel carries.
THE EXECUTION
As he began buying, Rangel immediately saw the value in identifying trustworthy, like-minded partners among the industry reps he came in contact with, and it’s a dynamic he continues to value. “My relationship with any vendor or rep is always [based on] respect.” An important relationship — one he singles out — formed with De Rigo, who ticked three key boxes: eyewear he loved, a willingness to work with him in a mutually beneficial way, and great reps. “I have had a relationship with De Rigo for almost 15 years. I contacted the team because they had brands I was interested in carrying. When I opened an account, we discussed Escada, Chopard and Police. I added more over time.”
That relationship persists to this day; Rangel highly values his “friendly and kind” interactions with Amy Formaz, the De Rigo rep who holds the account. “Every single brand has its importance …but Porsche Designs is the brand that has the most impact on my business,” says Rangel.
THE REWARDS
The benefits of this relationship are mutual; Formaz refers to Eyewear Designs as the “Disney of optical” due to how many rare, fashionable pieces Rangel carries. For Rangel, the rewards of working with reps who can see the value in this reciprocal arrangement are clear: “They support your business and the brand they represent. I see them as helpful to the business so we can grow together. It is a mutual win-win.”
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Do It Yourself: Develop a Successful Relationship with a Vendor Rep
- END USER. Make sure the focus of the relationship is on customer service.
- PATIENCE. “Be tolerant and flexible” in your interactions, advises Rangel.
- ONLY HUMAN. “Respect their time and work,” he says of the reps an ECP may work with.
- SHOW GRATITUDE. Be thankful for the support whenever a rep helps you.
- REMOVE THE GUESSWORK. “Be honest and clear,” says Rangel.
