VIU is a direct-2-consumer brand which means all eyewear designs are developed in-house by the design team and manufactured in close partnership with high-end frame manufacturers in Italy and Japan. The frames are then sold directly to the end customer, either through the proprietary VIU Online Channel (incl. a free try-at-home option) or via VIU Flagshipstores (currently operating 28 stores). The VIU product portfolio consists of prescription frames starting at EUR 165.- (incl. premium quality lenses from Germany/Switzerland) as well as sunglasses starting at EUR 145.- (with and without prescription).