The current crisis could have gone either way for Zenni Optical. The D2C
eyewear brand’s manufacturing is based near Shanghai, where COVID-19 shutdowns far preceded the U. S. The year’s growth wasn’t matching plan anyway. And then, as consumer anxiety set
in here, the company saw sales drop notably in late March. Fate, and a decade and a half of brand positioning, however, turned things around in April.
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