BENTONVILLE, Ark. – A new line of eyewear designed in collaboration with musician Elton John is launching in Sam’s Club and Walmart this week.
Elton John worked closely with the retailers on the development of the brand, with each pair inspired by his iconic style and famed music career. Each frame was also named by the star. They include “Rocketman,” a nod to his chart-topping hit and most recent Academy Award Nominated film of the same name, “A-List” reflecting moments when he was at the peak of his career, and “Prodigy,” representing his rise from a shy piano prodigy in the UK to international celebrity.
“Elton John Eyewear celebrates confidence, self-expression, and authenticity,” said John said. “The line is designed to have something for everyone, so no matter who you are, you can always Look Yourself. It’s not just about glasses, it’s about changing the way people see themselves.”
The launch of Elton John Eyewear also furthers Walmart’s support of the Elton John AIDS Foundation’s mission. Walmart Inc. will donate a minimum of $1 million annually from the Elton John Eyewear collection to support the Elton John AIDS Foundation to increase HIV education and awareness and encourage individuals to take the first steps toward a healthier future.
“Our customers and members are going to love this collection. We’re thrilled to celebrate Elton John’s creativity and iconic style by launching a fun, on-trend eyewear collection that will help customers feel their best, all at an every day low price,” said Janey Whiteside, executive vice president and chief customer officer, Walmart US. “On top of that, we’re proud to shine a light on the work of the Elton John AIDS Foundation and donate a portion of the sales to their important mission.”
“We know Sam’s Club members and Walmart customers look to us for quality, on-trend brands at an amazing price, and the Elton John Eyewear Collection delivers just that,” said Megan Crozier, Chief Merchant, Sam’s Club. “We’ve created an eyewear line using materials, elements and contours across expressive silhouettes, making the brand feel like luxury at an affordable price, while also telling Elton John’s phenomenal story.”
The Foundations Collection is available for purchase nationwide in Sam’s Club Vision Centers and on samsclub.com and will launch at Walmart later this week. The Foundations Collection includes 60 frames in total: 36 frames that are unique to Sam’s Club and 24 frames that are unique to Walmart. The frames will retail between $95-$100 and are available in prescription, non-prescription, sun and reader categories.
Each frame is embolized with a signature temple tip silhouette with “E” Star mark and Elton John iconic star brand detailing. All details were carefully planned and crafted, with frames featuring vibrant color attributes, elevated metals, and stones.
Sam’s Club will also offer its members two additional collections that celebrate Elton John’s confidence and self-expression. The Capsule Collection, designed for collectability, showcases Elton John’s musical journey. “The Formative Years” (Capsule I), represents Elton’s childhood and time as a student in music, so the eyewear reflects its most classic and conventional looks. “The Working Musician” (Capsule II) continues the story, showcasing the time when Elton John discovers Rock and Roll is his true calling. As such, the Capsule II offers next generation styles. Currently, five Capsule Collections are planned.
Finally, just in time for the holidays, Sam’s Club will launch The Master Collection. Drawn from Elton’s personal collection, Elton John Eyewear will recreate and reissue his most iconic looks with “collector” frames that are only available at samsclub.com. Each frame will be signed, numbered and sold in limited quantities, with retails starting at $350.
Next year, Elton John Eyewear is expected to offer additional frames, as well as expand its reach to additional locations across Walmart Inc. retail stores globally.
Walmart and Sam’s Club are committed to providing quality, affordable and accessible healthcare in the communities they serve. That includes offering affordable fresh foods and other grocery items, household essentials, and reduced-price prescriptions, along with a broad assortment of high-quality items at a great value, like Elton John Eyewear.
In addition to Elton John Eyewear, Walmart customers can also purchase the latest album by Elton John, The Lockdown Sessions, with an exclusive bonus track called Cold Heart (PS1 Remix) by Elton John & Dua Lipa. The CD is available for $13.97 in stores and Walmart.com.
Eyewear, a new line of stylish, accessible eyewear, is launching at Sam’s Club today and at Walmart later this week.