What’s New at West Coast Sunglasses: This Season’s New Arrivals for Wholesale Buyers

Quick Answer

West Coast Sunglasses has added more than 30 new styles across its catalog, including 14 new women's fashion frames, 10 new West Coast Sport styles, 3 new Mia Nova stainless steel frames, 4 new polarized styles, Smart Sunglasses at 40 percent off, a new HIC Maui kids polarized style, and RX prescription swimming goggles. Every new style ships with full UV400 protection. Retailers can review the full lineup on the New Arrivals page and add styles to their next wholesale order.

Why a Fresh Assortment Matters More Than It Seems

A sunglasses rack that looks the same every time a regular customer walks in eventually stops earning a second look. New product is not just inventory, it is a reason for a returning customer to stop, browse, and buy again, and it gives a sales associate something new to talk about on the floor instead of repeating the same pitch on the same styles. This latest wave of new arrivals touches nearly every category in the catalog, which makes it easy to refresh a display without overhauling an entire assortment strategy. Here is what just landed.

New Arrivals by Category

Category	New Styles Added	Best Fit For
Women's Fashion (SH69xx)	14	Boutiques, fashion-forward retail, gift shops
West Coast Sport (WC79xx)	10	Active lifestyle, outdoor, sporting goods retailers
Mia Nova Stainless Steel	3	Premium tier, upsell customers
Polarized (POL327x)	4	Fishing, driving, outdoor, water sports retailers
Smart Sunglasses	1 (40% off)	Tech-forward, gift, athletic retail
Kids Polarized (HIC Maui)	1	Family retailers, beach and resort shops
RX Prescription Swim Goggles	1	Swim shops, specialty optical retailers

  Figure 1: Distribution of new styles across current product categories.

Women's Fashion Leads the Wave

The largest block of new arrivals sits in women's fashion, with 14 new styles spanning oval, hex, square, rectangle, cat eye, metal, aviator, and wrap shapes. That breadth matters for retailers building an assortment by face shape rather than by a single trend, since it covers the full range most stores need to serve different customers without overbuying any one silhouette.

Mia Nova Adds Three New Stainless Steel Styles

The Mia Nova Premium Fashion line, built on genuine stainless steel frames with full UV400 protection, added three new styles this cycle. For retailers using Mia Nova as a premium upsell tier, more style options make it easier to build out that section of the display without repeating the same silhouette twice.

West Coast Sport Rounds Out the Active Category

Ten new styles joined the West Coast Sport lineup, continuing the line's focus on lightweight, shatter tested, UV400 polycarbonate frames built for golf, fishing, biking, and everyday active use. This is one of the easiest categories to add onto an existing order, since it ships in assorted 12 packs and appeals to a broad customer base.

Smart Sunglasses at a Reduced Price While Supplies Last

West Coast Sunglasses' Bluetooth audio Smart Sunglasses are currently marked at 40 percent off. For retailers who have not yet tested the tech eyewear category, this is a lower risk entry point to see how the product performs with your customer base before committing to a larger order.

New Polarized Styles and RX Swim Goggles

Four new styles joined the Polarized Collection (POL3270 through POL3273), continuing the line's role as an inexpensive, reliable entry point for fishing, driving, and outdoor customers. A new HIC Maui kids polarized style and RX prescription swimming goggles round out the new arrivals list, both aimed at retailers serving family and water sport focused customers.

How to Work New Arrivals Into Your Next Order

• Pick one or two categories where your current assortment feels thin, rather than trying to add everything at once.
• Use new arrivals to replace slow moving SKUs on the display, not just add to it, so the rack does not get overcrowded.
• Ask your account representative which new styles are trending with other retailers in your region before you commit to quantities.
• Pair a new style spotlight with your in-store signage or social content to give customers a reason to come look.

Explore More

Browse the full New Arrivals page to see every current style. View the West Coast Sport Collection. View the Mia Nova Premium Fashion collection. Download the 2026 Catalog for the full product range.

Frequently Asked Questions

How often does West Coast Sunglasses add new styles? New styles are added on a rolling basis throughout the year, with the largest waves typically landing ahead of spring and fall buying cycles. Checking the New Arrivals page regularly is the best way to stay current. Do new arrivals carry the same UV400 standard as the rest of the catalog? Yes. Every new style, across every category, ships with full UV400 protection as a baseline, not an upgrade. Can I order a mix of new arrival styles instead of committing to a full case of one style? Ordering options vary by collection. Sport and polarized styles are generally sold in assorted packs, while Mia Nova and select fashion styles may offer more flexibility. Contact your account representative for current minimums. Is the Smart Sunglasses discount ongoing? The current 40 percent reduction is tied to available stock and may end once inventory sells through. Contact us for current availability. How do I find out when the next wave of new arrivals lands? Wholesale accounts can watch the New Arrivals page directly, or reach out to an account representative to be notified when fresh styles are added.

Ready to Update Your Assortment?

Call West Coast Sunglasses at 727-530-9260 or toll free at 866-228-3888 to talk through the newest styles and get them into your next wholesale order. You can also reach us at info@westcoastsunglasses.com.