By: Mae Cornes
The inaugural BC 500, recognizing the most influential business leaders in British Columbia, unveiled its 13 Living Legends, or the 13 visionaries, innovators, and leaders who have deeply impacted or influenced British Columbia’s communities.
Among these distinguished individuals is Roger Hardy, an entrepreneur who was recognized twice by BC500 as he built his professional career through his contributions to real estate, technology, and particularly the eyewear industry, among many other initiatives.
With a career spanning over thirty years, Hardy has experience leading the business strategically with a key goal to “Go Big.” He has driven eyewear company KITS to become a leading name in the market with 2023 revenues of $120M and accelerating growth in 2024, with Q2 revenues up 25% and positive adjusted EBITDA. Hardy’s career testifies to what it means to “go big” and his commitment to excellence with every move he makes.
Hardy and His Entrepreneurial Beginnings
Hardy’s entrepreneurial journey began with a modest setup: a single phone line, a 14k modem, and a credit card. However, his ability to stay ahead of the curve and identify market opportunities early on has become a turning point in his career. At the height of the dot-com boom, he had his first significant success: building an online company that he sold to More.com in 1999.
Hardy, being the entrepreneur he is, did not stop after his first business was sold. Instead, he and his sister co-founded Coastal Contacts, transforming it into the world’s leading digital eyewear retailer. Coastal.com went public on NASDAQ in 2009 and was acquired by Essilor International in 2014 for $430 million, marking the largest e-commerce exit in Canadian history at the time.
Hardy’s ability to foresee market trends and leverage technology to create value has been a cornerstone of his success. His early achievements laid the foundation for his next venture, KITS Eyecare, which aims to revolutionize the eyewear industry.
The Birth of KITS
Recognizing the continued gap in the highly fragmented eyewear market, Hardy founded KITS Eyecare with the mission to “make eyecare easy” by removing the multi-hundred-dollar pricing barrier to entry and two two-week waiting periods. He noticed that many eyewear brands moved their production offshore, resulting in longer delivery times and higher costs passed down to the consumer.
Hardy saw an opportunity to deliver an exceptional experience and product by crafting lenses at an onshore lab, assembling the glasses locally, departing from typical brick-and-mortar stores, and creating a solid network of local carriers to ensure super-fast delivery.
As a result of this approach, KITS could offer affordable, high-quality frames, including lenses and coatings, starting at just $28. KITS has provided competitive pricing without compromising quality by focusing on local production and efficient logistics. This approach has resonated with consumers, making KITS a seamless choice for eyewear in North America.
Hardy mentions, “We saw the opportunity to do things differently, and we’re thrilled to provide consumers with premium eyewear at accessible prices, and without the long wait and hassle of having to leave the home or office.”
Innovation and Go Big Approach
KITS has removed the barrier to experiencing high-quality eyecare and provides premium eyewear at a fraction of the cost of traditional optical. However, Hardy believes there is still more to achieve. His go-big approach is characterized by continuous reinvention and a refusal to accept the status quo.
For instance, KITS offers an advanced virtual try-on feature with PD measurement, allowing customers to see how different frames look on their faces in real time before purchasing. This technology has enhanced the online shopping experience, making it more interactive and personalized.
KITS recently ventured into smart eyewear with the release of their Bluetooth™ audio smart glasses. These glasses combine the power of integrated listening with advanced vision, offering consumers a unique and innovative product. Earlier this year, Hardy also invested in the humanoid robot venture Figure AI, further highlighting his curiosity to be at the forefront of new technology.
Additionally, KITS recently launched its KITS+ Membership Program, providing customers more access, benefits, and rewards. The program has been well-received, with a strong opt-in rate, fostering a deeper community and recurring revenue among KITS customers.
Leadership and Industry Impact in Action
Hardy’s leadership style is distinguished by his understanding of market dynamics and exceptional ability to anticipate customer needs. These skills are evident not only in his management of KITS but also in his diverse investment portfolio. Hardy’s ventures span high-growth categories and the latest technologies, including significant real estate assets and stakes in companies such as Lensway, Eyewa, Sonder, Flexday, Mogo, and Prive Revaux. These strategic investments showcase Hardy’s talent for identifying and capitalizing on emerging opportunities across various industries.
Aside from his eye for opportunities, Hardy’s leadership is characterized by his vision for an inclusive and collaborative environment that empowers team members to go big daily. His emphasis on employee empowerment has been the key to KITS’ remarkable growth and success, building a culture where creativity flourishes and employees feel genuinely valued as they see the direct impact of their contributions.
While Hardy’s professional career is impressive, his influence is also felt outside the corporate world. He actively engages in philanthropy, working to improve lives through various initiatives in The Hardy Family Foundation and the Hardy Endowment Fund at Bishop’s University.
Through these organizations, Hardy makes weighty contributions to education, mental health, and numerous charitable causes, which expresses his desire to create a positive change beyond the business sphere.
A Future of Possibilities
As KITS continues to grow and evolve rapidly, Hardy remains in charge, steering the company toward new opportunities through an approach that blends innovation with an unwavering customer-first mindset. His vision for the future includes expanding KITS’ share within North America, exploring new markets, and elevating the consumer experience through technological advancements and the power of AI.
Despite his success, Hardy admits that the path is not easy. Going big has required many sacrifices, calculated risks, and a continuous hunger to learn. “As much as there have been a lot of wins, I too have experienced my share of losses, but for me, there have been many learnings that came with these setbacks, and that has only motivated me to pick myself up, dust myself off and get back in the game. Taking the lessons with me and thinking about doing something even bigger and really game-changing, that’s my North Star.” Hardy shares.
From the start of his career to now at the top of his game, Hardy proved that going big and boldly exceeding expectations makes a difference. He looks forward to leading with the same attitude, expanding visions, and making his ventures capable of achieving considerable things.
Published by: Holy Minoza
