Visionworks Goes Virtual

"Visionworks is bringing its vast assortment of eyewear and expertise in eyecare to its customers who will now be able to shop directly from Visionworks’ website," reports Eyewire. "The national eyewear retailer on Monday launched an e-commerce site at www.visionworks.com. The new site will allow shoppers to purchase Visionworks’ collection of eyewear including prescription glasses, fashion frames and sunglasses and have them delivered directly to their doors." Read more. Visionworks, Online Retailing,

Chromos--Warby Parker's Online Competitor

"Now there is a local company that brings the mission (and design aesthetic) closer to home. Chromos Eyewear, founded by Daniel Childs, offers a line of hip eyewear designed by Childs which works on a buy one, give one model," reports Next Pittsburgh. "Childs is no stranger to the eyewear business. He’s the son of Norman Childs, Pittsburgh’s iconic eyewear maker. While in business school at Syracuse University, Childs launched Chromos Eyewear with a line of sunglasses that fill a gap in the market. 'The sunglass industry was separated into two major tiers: established brands charging over $100 for a quality frame, and their flimsy and essentially disposable $15 counterparts,' says Childs. 'I wanted to fill that by creating a line of durably crafted, stylish eyewear at a more reasonable price point.' Chromos Eyewear, launched online in 2013, was a hit and Childs followed with eyeglass frames." Read more.

Patients Order Contact Lenses Online thru CooperVision

CooperVision, Inc., is beta-testing a program that enables patients to order replacement contact lenses from any manufacturer via their mobile device, tablet or computer. Through the program, called LensFerry, ABB Optical ships the lenses to the patient’s home, and the prescribing practice receives sales revenue as if ECPs office ordered the lenses for the patient. The service will be part of WebSystem3’s EyeCare Prime suite later this year. The ECP needs to follow four steps:

1. In conjunction with selecting and prescribing contacts, the practice enrolls a wearer and verifies the prescription.
2. The wearer selects his/her insurance benefits and applicable rebates.
3. ABB Optical ships the contact lenses to the wearer’s home or business.
4. The ECP also can send the wearer custom-branded email and/or text reorder reminders via LensFerry.
5. If a wearer is not immediately interested in placing a lens order following an in-office appointment, LensFerry can send ECP-customized follow-up messages to encourage enrollment and online ordering, build wearer loyalty and maintain relationships.

The CNBC Disruptors List for 2014: Warby Parker

"Warby Parker was created to be an alternative to the overpriced and bland eyewear that's been a staple of the industry for decades," starts the CNBC story. "The four founders all met as students at The Wharton School in Philadelphia, where in between classes they traveled the globe and tried to figure out ways to do business differently while making a positive impact on the world. Eyewear fit the bill." Read more.

How Moscot Remains Competitive for More Than 5 Generations

"Recent years, the eyewear industry is becoming an increasingly unfriendly place for mom-and-pop shops. Customers are moving online, hungry upstarts are disrupting the industry by eschewing storefronts and middlemen and major brands are combining forces to stop the young lions in their tracks. With all this upheaval, how is a family-owned optics shop with nearly a century of history supposed to keep up?" asks Mashable. "By embracing its niche position in the market and keeping all of its operations in-house, Dr. Harvey Moscot, the fourth-generation owner and president of Moscot Eyewear says. 'We stay competitive by being experts in what we do,' he tells Mashable . 'There are five generations of professionals, both opticians and optometrists. At Moscot, it’s all about quality and proper fit. At Moscot, it’s all about quality and proper fit.'" Read more, see video.

Luxottica Takes Another Plunge into e-Commerce

Less than two months after Luxottica purchased Glasses.com and a day after it hooked up with Google Glass, the large Luxottica created an Industry Consultancy Panel to evaluate and recommend digital e-commerce platforms, according to a post on Vision Monday. The story notes that the manufacturer/distributor/retailer of eyewear says it’s helping doctors “compete effectively in the digital age.” In other words, Luxottica would create an open e-commerce platform that an independent eyecare professional or his/her website developer could use when creating a website for a practice or shop. The story does not note if Luxottica is considering an industry-wide e-commerce digital platform or a single-“shop” platform. The company could be testing the platform by the end of this year. Traditionally in the digital world, an open platform, such as Linux and Android, is available for free to any individual or developer. Read more.

e-Commerce Safety Prescription Eyewear Gets Funding

"IrishAngels led a $1.3 million investment in Eyelation, a Tinley Park-based company that's bringing e-commerce to prescription safety glasses," says a post on Crains Chicago Business. "Factory workers input their prescriptions from onsite kiosks or a website, and Eyelation ships the glasses to them. The three-year-old company is headed by Brad Kirschner, whose family also has a traditional optometry practice. Eyelation customers include Honeywell. Dallas Venture Partners also participated in the funding." Read more.

Another Online Retailer Opens

Iristocracy, recently opened an online store, claims that it is the first eye supplier to provide customers the ability to build a look around their eyewear. At least that's the word from its spokesperson, adding that "with an emphasis on style, technology and the promotion of eye health, Iristocracy aggregates the trendiest eyewear and accessories for stylish shoppers." The mix of eyewear and accessories include products from Linda Farrow, Cazal and Amrita Singh. Read more.

Warby Parker Takes Advantage of Industry’s Weakness

Despite a high level of product differentiation and large number of players, the competition within the retail eyewear market in the US is not forcing prices down. The near- monopoly situation in the production and distribution of eyewear results in high mark-ups, according to a press release from the creators of a report about the online eyewear company, Fast Market Research. Warby Parker company saw the existing situation as a business opportunity and aims to create a beneficial alternative to the overpriced designer glasses. The company keeps its costs low and sells directly to consumers. Warby Parker has been exceeding its sales targets. Its existing customer base is one of the largest drivers of its growth. To see an overview of the report, follow this link.

New Online Eyewear Company--Dharma Eyewear

Dharma Eyewear Co. launched its online store (Dharmaco.com) this week. The company employs "certified and board-licensed opticians" in its New York facility to produce the eyewear. Consumers choose up to five frames to try on for five days, free. The site also has try-on software. Read more.

Eyefly Donating Eyewear to Institute’s Vision Campaign

"Eyefly, the online eyewear retailer, has pledged to donate one frame for every frame they sell to the BRien Holden Vision Institute Say Eye campaign, according to an Eyefly press release appearing on a Wall Street Journal post. The remainder of the release read: “With an initial donation of 15,000 optical frames, Eyefly is lending its support, while serving to promote advocacy and education for the development of eye care worldwide. Brien Holden Vision Institute is one of the largest and most successful non-profit social enterprises in the history of eye care -- offering a practical fusion of science with licensing enabling its continuing research success to be reinvested in public health and further research to develop programs, models of vision care and up-scale education in developing communities worldwide. Brien Holden Vision Institute launched the Say Eye campaign to raise public awareness for the millions of people in developing communities whose lives could change dramatically with a simple eye exam and pair of glasses.” Read more.

How Some People View Eyewear

If you want to get an idea why online retailers are making some inroads in the eyewear market, read this first paragraph from a the press release of a new online retailer: “People looking to save money this summer on prescription eyeglasses can now turn to MarvelOptics.com for cheap eyewear online. People cannot afford to waste money on the over-priced eyeglasses sold in retail stores across the United States. With all of the things people will need to save money for this summer, including gas for drives down the beach, food for BBQ’s, and rent for the beach house, having to worry about paying for eyeglasses is a drag. But now, MarvelOptics.com offers stylish frames for as low as $5.95, so there will be plenty of money left over for another adventurous summer.” Six bucks for eyewear. Makes one wonder. Read more.

Blue Shield of CA Launches Online Eyewear

Advanced Digital Eyewear Inc., Blue Shield of California’s exclusive online eyewear company,  has launched its website www.My2020EyesDirect.com. It’s the only in-network online eyewear retailer for Blue Shield of California, which allows many Blue Shield of California Vision Care members to use their existing benefits to purchase eyewear at no additional out-of-pocket cost. Read more.

Report about Online Eyewear

Knoji, a leading provider of consumer reviews and information, is marketing a new consumer guide comparing some of the leading online eyeglasses companies. According to this report, Zenni Optical has the best interface for browsing and searching products, FramesDirect offers a huge selection of frames including contact lenses, and GlassesUSA has the best no risk refund policy. Knoji's new consumer guide aims to help consumers choose the best company and provide useful comparison between the different companies. Read some of its analysis.

The Growing Online Market in Britain

“When Mitesh Patel started selling contact lenses online in 2008, his company hit a snag: potential customers did not think such a service existed. ...But once Lenstore got the message across that high street opticians did not enjoy a monopoly in the UK, the business grew rapidly. It has been profitable every year since 2009, recorded revenues of £7m last year, and has attracted more than 100,000 customers,” reports the Financial Times about the online optical market in the U.K. “Lenstore has joined a number of online optical stores that are challenging the dominant high street outlets – and having some success. Sales of eyewear via the web have more than ­doubled since 2007, and last year accounted for almost a tenth of the market, according to Euromonitor International, the market research company.” Read more.

Online CL Retailer Launches YouTube Channel

New York based Eye Care Associates enters its 14th year in business online as the operator of CleContactLenses.com, an online retailer of contact lenses, has launched a YouTube Channel to educate consumers, according to a company press release. The company also will incorporate the videos into its website. CLEContactLenses.com has even created a video (see "attached") to kick off their YouTube channel launch. At the moment, the channel has less than 10 videos, but the company plans to add a video a week. Read more.

New Online Eyewear Company Using Buy-One-Give-One Formula

When Azim Karedia and Mohsin Momin launched the online eyewear company BenjiFrank.com, they centered their startup around restoring vision of people in need, using the buy one, give one formula. For every pair of sunglasses or eyeglasses sold, Benji Frank donates a pair of eyeglasses or intraocular lenses (IOLs). They also wanted to produce frames made of the highest quality and sell them at an affordable price. The result: vintage-inspired eyewear that's made of the finest acetate, created in fashionable colors, assembled with rugged, custom hinges but sell for only $100 a pair. What's more, each frame includes prescription lenses with scratch-resistant and anti-refection coatings or polarized Carl Zeiss Vision lenses, as well as free shipping and free returns. Read more at Benji Frank .

Online Retailer Helps Patients Give to Those in Need

Competition from online eyewear retailers is taking on a new tactic that could influence patients of traditional opticians. For example, Eyewear Pros has formed a partnership with New Eyes For The Needy – glasses for those in need. This arrangement will allow consumers to help out those in need of better sight when they purchase eyewear from the online retailer. Here is how it works: Eyewear Pros will donate $5 to New Eyes for each pair of designer eyeglasses or sunglasses purchased. In addition, New Eyes will also gladly accept any used prescription or designer glasses or sunglasses. Read more. 

It might be time to consider new promotions that keep you competitive, such as donations to the Lions Club.

WP Tries a TV Marketing Campaign

"A nontraditional e-commerce company is testing a traditional advertising medium, television, but with a twist," according to the New York Times. "The company is Warby Parker, which sells prescription eyeglasses online at cut-rate prices, at warbyparker.com. Until now, Warby Parker’s marketing efforts for its $95 eyewear (prescription lenses included) have been focused online and on promotions and events like pop-up shops, kiosks in Standard hotels and film screenings. Beginning on Thursday, the company is entering the realm of television advertising, which is usually the province of much larger companies. But the budget is small, $250,000, and the time frame is short, four weeks." Read more.

Warby Parker Getting Richer and Bigger

"Warby Parker last year in an attempt to breathe new life into the eyewear industry. The New York City-based startup has since rocketed to popularity by selling designer and prescription glasses online, for $95 — a price that now includes free shipping and returns. Warby raised $13.5 million in a couple of rounds beginning last year, with a bunch of notable investors signing on to back the young company, notes Tech Crunch. "According to a Form D filing released by the SEC, the startup looks to be adding a whole bunch of new coin to its coffers — $36.8 million to be precise. As the filing shows, the startup has sold $36.8 million  to bacof a potential $40 million round, with $3.19 million remaining." Read more.