Why One Greek Agency Started Selling Its Own Sunglasses and Coffee
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Greece is well known for its sunny climate and caf culture. It’s not necessarily known for its side hustles. In Athens, though, Isobar is making the most of strong sun and stronger coffee by starting up two new businesses on the side: sunglasses brand We Are Eyes and a coffee shop called The Side Project.
This moonlighting is driven by a desire to understand on a smaller scale the production and marketing challenges faced by Isobar’s clients — which include Mondelez, L’Oral, Heineken, Vodafone and Nestl — more than it is about bringing in alternative revenue streams. (Still, every bit helps given the near collapse of the Greek economy in recent years.)
Giorgos Vareloglou, who started the agency with Costas Mantziaris, said, “We chose sunglasses because it’s a high-margin business which used to be dominated by a few major players, but it’s now more open to challenger brands.”
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