Oakley has opened a new store in Denver, Colorado, that targets active customers who want sunwear for sports. Called N3L Optics, for Newton's three laws of motion, it offers about 900 frames from brands that are owned by Oakley's parent, Luxottica Group, such as Ray-Ban, Oakley and Prada, as well as by other brands including Rudy Project, Smith and Kaenon. Prices range from $75 to $350. Customers can research lens function, get recommendations for the sunglasses to wear for specific sports and use a «virtual try-on» before they buy. The company plans more of these stores in the near future. The new initiative is led by an Oakley senior vice president and brand director, Kendra Reichenau.