Breesum Custom Eyewear Selected as Harvard Business School Case Study

## Brizm Selected as Harvard Business School (HBS) Case Study! Leading Innovation in the Custom Eyewear Market Personal eyewear brand Brizm has been honored by being featured in a Harvard Business School (HBS) research textbook as a successful case of pioneering the custom eyewear market and expanding overseas. Last May, Distinguished Professor Juan Alcácer and researchers from the HBS Asia-Pacific Research Center directly visited Brizm's headquarters, conducted in-depth due diligence, and highly evaluated Brizm's innovativeness. HBS is renowned for developing future business leaders' comprehensive judgment and problem-solving skills through real-world company cases instead of standard textbooks. This study, led by Professor Alcácer, particularly noted how Brizm, within the traditional eyewear industry, maximized the personal customization domain and redefined the customer's product purchasing experience. Brizm introduced innovative technologies such as 3D face scanning, AI style recommendations, and virtual try-ons, injecting a breath of fresh air into the supplier-centric eyewear market, which was characterized by standardized manufacturing methods and opaque pricing policies. Furthermore, by utilizing 3D printing and laser cutting technologies to directly manufacture polyamide and titanium frames in its own factory, Brizm reduces production costs and provides custom eyewear that perfectly fits customers' faces at reasonable prices. The first case study, published recently, focuses on Brizm's initial market entry process and will be used as a textbook for the fall semester of the OPM (Owner/President Management) program for founders and CEOs of mid-sized companies worldwide. Additionally, two more studies are planned to cover Brizm's overseas expansion strategy and its successful overcoming of challenges in the U.S. market. CEO Hyungjin Park will personally attend lectures in the U.S. to introduce Brizm's innovative case. CEO Hyungjin Park stated, "I am delighted that Brizm's innovativeness has been recognized with its selection as an HBS case study at a time when we are preparing for the opening of our second U.S. store and the launch of our custom eyewear ordering app. Through this opportunity, we will actively promote Brizm in the U.S. market and strive to grow into the 'next-generation Warby Parker' that enhances the quality of life for people worldwide." Meanwhile, Brizm has consistently grown since its launch in late 2018, recording over 25,000 units sold and 10.8 billion won in revenue last year alone, achieving its highest-ever performance with a 52.5% growth compared to the previous year. It currently operates stores in Korea (13) and New York, USA (1), and recently secured 8 billion won in Series B investment, further solidifying its position in the custom eyewear market.