Lema21 Raises $1.6M to Disrupt Brazil’s Eyewear Market
Brazilian e-commerce startup Lema21 has successfully secured $1.6 million in funding from prominent investors, including The Social+Capital Partnership, Micky Malka, Graph Ventures, and Luis Mario Bilenky—former president of Fototica (Brazil’s second-largest optical chain) and CEO of a global eyewear company.
The Warby Parker of Brazil
Modeled after Warby Parker’s disruptive approach in the U.S., Lema21 aims to transform Brazil’s eyewear industry by offering high-quality designer frames at affordable prices. Founded by Jon Assayag and Naomi Arruda, the startup provides prescription glasses with anti-reflective organic lenses at a standardized price, eliminating traditional retail markups.
Key Innovations & Social Impact
- Direct-to-Consumer Model: By cutting out middlemen and licensing fees, Lema21 reduces costs while maintaining premium quality.
- Virtual Try-On: Launching in January 2013, the platform will feature a virtual mirror (via webcam) and a sample frame program for at-home trials.
- Buy-One-Give-One Initiative: For every pair sold, Lema21 donates the cost of basic eyewear to Brazilian nonprofits supporting the visually impaired.
Market Potential & Expansion Plans
Brazil’s eyewear industry is valued at $9 billion, presenting a massive opportunity for Lema21. Beyond its domestic launch, the startup has ambitions to expand across Latin America, leveraging its scalable e-commerce model.
Global Parallels
Similar to France’s Jimmy Fairly, Lema21 combines social responsibility with innovative retail, positioning itself as a leader in ethical consumerism.
With its investor backing and customer-centric approach, Lema21 is poised to redefine how Brazilians—and eventually, Latin Americans—buy eyewear.
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