They own the distribution channels, top to bottom[1]. Lenscrafters, sunglass hut, target optical, etc. If you don't play ball, they'll kill your distro. They did this to oakley in a hostile takeover[2] – luxottica cut them off and took almost 40% off their stock price. Oakley was then bought by lux.

What's stopping you from selling mom and pop? Mostly nothing. Warby Parker – and to a lesser degree, coastal – are doing this. But it's a weird middle-market place to live. Similar to things like Daniel Wellington in the watch game – you're selling $5 chinese products for $100 because you have a marketing and brand engine that fashionable but unlearned people don't question. In reality, the same products can be had for far less. EyeBuyDirect is the best place for cheap glasses. First pairs are often free but for shipping, about $7, and later pairs are about #30.

[1]https://en.wikipedia.org/wiki/Luxottica [2]https://www.thestreet.com/story/1509351/1/oakley-suffers-as-...