As online eyewear matures, GlassesUSA’s parent company doubles down on vertical integration

Online eyewear has reached a new phase of maturity, as consumers grow more confident purchasing prescription products digitally and as retailers invest in faster fulfillment, improved fit technology and more seamless omnichannel journeys. At the same time, competition is intensifying across price points and formats, pushing operators to rethink how value is created and captured.

Optimax Eyewear has evolved far beyond its early direct-to-consumer roots since it was founded in 2008 by Chief Executive Officer Daniel Rothman, his brother, Chief Operating Officer Eldad Rothman, and Chief Technology Officer Roy Yamner. Headquartered in Atlanta, Optimax is the company behind GlassesUSA.com, OTTICA, FORK Eyewear and United Vision Plan, as well as a growing portfolio across vision care, manufacturing and technology. Its vertically integrated model — which spans the full value chain, from design and production to e-commerce — reflects how the eyewear category is changing.

“The eyewear market is not one-dimensional, so we built Optimax to serve it from several angles,” said Daniel Rothman. “Customers want selection, value, speed, service and confidence. To deliver that consistently, the company needs the technology, production, data and operations to support the entire journey.”

Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.