April 2025
Case
HBS Case Collection

Breezm: Innovative 3D-Printed Eyewear (A)

By: Juan Alcácer, Brian Mao Fu and Adina Wong

Format:Print
| Language:English
| Pages:24

Abstract

In 2023, Breezm, a South Korean startup, faced a strategic decision about how to grow its innovative 3D-printed, custom-fit eyewear business. Co-founded in 2017 by Zenma Park and Wooseok Sung, Breezm combined facial scanning, AI, and in-house production to solve the problem of ill-fitting glasses. With $4.5 million in 2022 revenue and a vertically integrated direct to consumer (DTC) model, the company aimed to go public by 2027. The founders now had to decide whether to optimize operations in Seoul, expand across Korea, or pursue international growth to reach scale and profitability. Each path presented different risks and opportunities. Domestic optimization could improve margins but limit long-term growth. National expansion would tap into new Korean markets, but face intense price competition. Global expansion offered the largest potential, yet required overcoming regulatory hurdles and investing in brand-building abroad. The choice would shape Breezm’s path to becoming a global leader in personalized eyewear.