Does more mean more for Maui Jim?

‘How can this be?’ says Martijn van Eerde director of marketing Europe at Maui Jim, pointing out that the firm is blessed with 95 per cent patient loyalty for its polarised sunglass product but hamstrung by an unaided brand awareness of just five per cent.

This prompted the firm to look at its routes to market, its customers and the end users to drill down into the nature of the relationships in modern optical retailing.

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Maui Jim has seen growth in all but one year of its 27 year history. Last year it chalked up its second biggest growth but the firm is hungry to find out how it can reach more customers. It eyes the likes of Oakley’s $750m business, a male dominated market. It says Maui Jim’s gender-neutral product means its prize is even greater. Maui Jim doesn’t talk numbers so just how far away that goal is is hard to gauge, but it is clearly frustrated.