Landon Wade sits down with Mallory Fagan of Kenmark Eyewear to unpack the creative strategy behind one of the country’s most respected names in the eyewear industry. Fresh off the significant news of Kenmark’s acquisition by XyloWare, Mallory shares the story of a successful, 50-year-old business that has managed to stand out in a highly competitive niche.
The conversation dives into the delicate balance of building the Kenmark brand while serving as a crucial design partner for major licensed collections like Vera Wang, Lilly Pulitzer, and Original Penguin, all while maintaining strict brand guidelines.
Mallory’s path into branding and design began with a simple, intuitive draw to the creative world. She highlights the complex dynamics of leading an in-house marketing team that must adhere to multiple sets of corporate rules—those for Kenmark itself, and those dictated by their licensed partners.
Kenmark’s success, however, is rooted in an old-fashioned focus on the customer and product quality. Mallory explains that their customers—independent optical shops across the U.S. choose them because Kenmark offers a high-quality product and a one-stop shop portfolio of both licensed and house brands. This efficient approach, coupled with an “incredibly friendly and southern” customer service team, maximizes the limited time their clients have.
Landon and Mallory touch on the tangible side of branding, covering how Kenmark uses promotional items to support its sales force. Mallory shares a story about one of their most effective giveaways: a flexible PD stick (pupillary distance ruler). This item, which opticians use daily, is a perfect example of tying the brand to a highly useful, repeated customer experience—a subtle, yet powerful, daily touchpoint. We also explore Kenmark’s investment in 3D printing to rapidly prototype frames for their house brands, dramatically reducing the time it takes to move from design to production.
Finally, they end by discussing the recent acquisition. Mallory sees this as a positive, strategic step where Kenmark’s focus on independent opticians is complemented by ZyloWare’s strength in retail, creating a “good fit” and a strong American eyewear company. The principles that guide Kenmark’s internal team remain the same for those building any brand: success starts with a deep understanding of the customer. Her advice for new marketers is to begin every project with a mood board that captures the customer’s visual interests and preferences, ensuring that all creative decisions speak directly to the audience.
Chapters:
00:00 Introduction to Kenmark Eyewear Acquisition
02:46 Mallory Fagan’s Journey into Branding and Design
05:30 Understanding Kenmark Eyewear’s Business Model
08:25 The Role of 3D Printing in Eyewear Production
11:08 Brand Building at Kenmark Eyewear
14:08 Tools and Technology in Marketing
17:03 Branded Clothing and Promotional Items
19:48 Customer Relationships and Brand Loyalty
22:41 Future Plans for Kenmark Eyewear
25:20 Advice for Young Marketers
Resources:
https://www.kenmarkeyewear.com/US
Kenmark Eyewear LinkedIn
Mallory Fagan LinkedIn
