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most consumers don't realize that when they walk into a lenscrafters they see 50 different brands, butl by one company. that owns the stores they are standing and, that owns the vision insurance plan. we saw an opportunity to create a vertically integrated brand. >> do you make money on your glasses? >> we do. >> how to use sunglasses for $95? >> because we are vertically integrated, the internet allows us to have direct relationships with our customers. all of that retail markup, we give to consumers. we are not paying licensing fees , which are often 10% to 15%, so we are able to give that to our customers. >> how do you keep that profit margin as you are expanding and opening of physical stores? >> we started selling online and now we have 10 stores throughout the country. this year, we are decided -- excited to double that. our sales per square foot are second only to a company like apple and much higher than a typical optical shop because we are seeing so much volume come through our stores and people are attracted to the product in the price point of the service we are offering.