Built inside a real practice.
Chlogan Eyewear wasn’t created to add one more frame line to the board. It was built to give Drs. Derron and Leanne Lee a brand their patients couldn’t find everywhere else—while giving their practice more control, stronger margins, and a more distinctive optical.
The turning point
Like many independent practices, Dr. Lee faced the same pressure most owners feel: patients comparing frames, shrinking margins, low managed care reimbursementsand very little true differentiation between one optical and the next.
Carrying more brands wasn’t the answer. It only made the wall look more familiar. The smarter move was to create something patients would associate with their practice—not someone else’s logo.
That decision became Chlogan Eyewear: a private-label collection launched in 2021, with a name derived from their children, Chloe and Logan—designed to feel elevated, look intentional, and give the practice something far more powerful than another vendor line.
Why it worked
- No direct online price comparison
- More control over margins (managed care) and product mix
- A stronger brand identity inside the practice
- A more memorable optical experience for patients
- A collection the team could stand behind as their own
What changed
This is where private label becomes more than a nice idea. When a practice builds a frame line around its own identity, the optical starts working harder. The product becomes more defensible. The story becomes clearer. And the patient experience becomes more ownable.
We wanted our optical to feel like an extension of our practice—not just a place that carries the same brands patients see everywhere else. Private branding allowed us to create something that’s truly ours, something our patients connect with and come back for.
— Derron Lee O.D., Leanne Lee O.D., .
Optometric Advisors • Practice Owners
More than a customer. A practitioner-led brand.
Private branding represents a better model for independent practices: not simply carrying frames, but building a brand inside the practice itself. That is what makes this different. It’s not a rep pitch. It’s not theory. It’s a real owner, in a real practice, using private label to create stronger identity, better economics, and a more modern optical strategy.
How the partnership developed
Why this matters to other ECPs
Practices relate to other practices. That’s what makes this page valuable. It shows what can happen when an independent owner stops relying completely on other brands and starts building an optical identity of their own.
This is the future of independent optical: practitioner-led, margin-aware, and harder to compare.
Could your practice do the same?
If you’re thinking about building your own private-label frame line, start with a few sample styles and a short conversation. We’ll walk through positioning, price points, and the fastest path to launch.