1-800 CONTACTS is a privately hel company based in Draper, Utah that sells the most popular brands of contact lenses, including Johnson & Johnson Vision Care, CIBA Vision, Bausch & Lomb and CooperVision. The company's business model is fundamental to the product itself. Contact lenses are a highly fragmented category - over 5 million theoretical SKUs. Contact lenses come in small, light packages that are easy to ship through the mail and they require frequent replacement by the user. Significant cost efficiencies can be achieved by warehousing a substantial inventory of contact lenses in one location and shipping them directly to consumers. The company combines these distribution and logistical efficiencies with a highly memorable phone number that creates advertising efficiencies as well. The result is a compelling consumer proposition. Today, the company is the largest direct-to-consumer contact lens retailer in the world and maintains the largest inventory of contact lenses on the planet.