Author Archives: Envision Magazine

Brilliant Business Model Puts New Store Set-Up Within Reach

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By Paddy Kamen

eyeonindustryThe cost of establishing a new retail store can be prohibitive, easily running in excess of $100,000. That expense, on top of paying for an education in optometry or opticianry, makes the dream of owning one’s business distant at best for many new grads. But what if the cost of setting up the store was cut to one-quarter of that?

Consider what you need to dress up the bare bones of a space: display racks, dispensing tables, cabinets, chairs, etc. Who can provide these at a fraction of the cost you might have expected?

Mani Vaghedi just might be your man. This extremely bright, multilingual computer science, engineering and business grad has created a business – Frame Displays Canada – that will meet the needs of new-to-the-industry professionals as well as optical retailers who want an updated look or are opening another location.

Vaghedi has a strong family background in the optical business: his father, uncles and brother are all opticians. He was raised in Germany and came to the U.S.in the 1980s. By the early ‘90s, Vaghedi had a degree with a double-major in computer science engineering and business. He moved into the optical retail world and became involved in creating and managing turnkey optical operations for a number of optometrists. In the course of managing the set-up for over 50 stores, he couldn’t help but notice that costs were too high in the optical display and furniture market. He began working on an alternative and came up with an attractive product and business proposition that is helping to create success for retailers in both North America and Europe.

The parent company, CNS Displays, is based in Sterling,VA and services the non-optical retail sector (accounts include Georgio Armani, Lacoste, HMS Host and Gap), while CNS Frame Displays serves the American optical market. A sister company in Germany, Concept-S, provides high-quality, low-cost display equipment to optical retailers in Europe.

The core of Vaghedi’s business is an acrylic modular display system. It features acrylic panels along with various fittings and shelves that fit into them. “The pieces that fit into the panel constitute our intellectual property,” explains Vaghedi. “These fittings and shelves are highly adaptable. For example, the piece that attaches the panel to the wall can serve several other functions within the system. The multi-functionality of key pieces allows economies of scale: we can produce hundreds of thousands of the same piece at one time, thus reducing the overall cost of the installation.”

Frame Displays Canada (www.framedisplays.ca) opened in 2011 with a showroom office in a historic building in the Liberty Village neighbourhood of downtown Toronto. The friendly face you’ll see in the showroom is that of Toronto native Satyar Motamedi, Vaghedi’s brother-in-law, who is also national sales manager.

Having a brick and mortar location in Toronto was important to Vaghedi, despite the fact that orders can easily be filled online and via virtual meetings. “We felt it was important to have an on-the-ground location where our customers could see and feel the product and also have the peace of mind that we are, in fact, located in Canada,” he explains. “At the same time, those who cannot come to the showroom will likewise enjoy great service from us via the Internet.”

Store design services are available from Frame Displays at no extra charge. Clients simply provide the store dimensions along with window and door placement and Frame Displays staff use their proprietary drag-and-drop software to draw up a floor plan, arranging shelving and furniture as a starting point for discussion. Working face-to-face with clients in the showroom or via a conference call online meeting, units can be added, subtracted or moved, and new ideas discussed. Even the window displays are shown, and flooring and wall colours can be added. The usual top-down floor plan view can be switched to a 3D view and back again. “The software makes it easy for us to design the store and create an order within 24-48 hours for any client, worldwide,” explains Vaghedi. “We deliver most orders within four weeks, which is a big improvement over the competition which can take as long as three months.”

In addition to optical frame displays, eyewear racks and storage cases, rotating displays and mirrors, Frame Displays also provides practical furniture solutions, including dispensing tables, chairs and countertops. “We produce the dispensing tables ourselves and work with best-of-breed and best-in-design components unmatched by anyone else,” explains Vaghedi.

With 95 percent of their business in the optical market, Frame Displays Canada thoroughly understands retail trends. “The optical shops we design are right on-trend with the latest concepts in retail design: light, bright and engaging for consumers,” notes Vaghedi. “It’s a 21st-century look with high-quality components at a very reasonable price.

Mani Vaghedi truly understands how many details are involved in setting up an optical retail store because he has done it many times himself. As he explains: “I know how overwhelming it can be, from getting the space to outfitting it, obtaining lab equipment, furnishing an examination room and dealing with so many suppliers of frames and lenses. We reduce complexity and financial stress for the practitioner. And we can scale the project to exactly match budgetary requirements, allowing the practitioner to add bells and whistles a couple of years down the road when cash flow has improved.”

Reducing financial strain is key to starting a business off on the right foot and Frame Displays even offers a doorway to financing via a special arrangement with Element Financial (www.elementfinancial.ca). Vaghedi says, “Qualified practitioners can borrow through our partners and enjoy reduced payments as low as $49 per month for the first six months. Funds can be used for leaseholds, equipment and pre-payment to vendors.”

Mani Vaghedi is clearly a man on a mission: to make the establishment of an on-trend optical shop stress-free and affordable. He’s done so much more than simply create a new shelving system. Kudos to Frame Displays Canada!

Perfect Partnerships: Transitions Optical Redefines the Concept

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By Paddy Kamen

event_transitionsThe concept of partnership is absolutely intrinsic to Transitions Optical, Inc. The leader in photochromic lens technology has brought their product to market in partnership with every major lens manufacturer on the planet. They could have left it at that but they also saw the need to build solid partnerships with eyecare professionals and have done so in spades, providing superior educational opportunities for ECPs in the form of online initiatives, on-the-ground educational tours and the annual Transitions Academy, along with wonderful point-of-purchase materials.

The public advertising campaigns undertaken by Transitions Optical have further supported partnerships with manufacturers and professionals by reaching out to educate consumers about lenses in general and photochromics in particular, in historically unprecedented ways. It’s no accident that so many consumers now know about photochromic technology and consider Transitions® lenses to be a synonym for it.

In 2008, Transitions Optical began a new partnership that has achieved incredible results for all the partners: a four-year title sponsorship of the PGA TOUR event at the Innisbrook Resort and Golf Club in Palm Harbor, Florida. The Transitions Championship® was an unbounded success from every possible point of view.

Professional golf is an elite game and the PGA TOUR is affiliated with many other premium brands, including MasterCard, Rolex, Cadillac, HSBC and RBC. Choosing attractive partners who want to be associated with such a classy game certainly helps a sponsorship along!

Connie Falvo, director of external affairs for Transitions Optical, spoke with Envision: seeing beyond magazine about the PGA TOUR sponsorship.

“This relationship opened up a network of consumers who may not have otherwise known about Transitions lenses,” Falvo explained. “We reached the avid golfer, the occasional golfer and even the non-golfer who loves to watch the sport on television and see the famous players. The fact that vision is critical for any sports activity, including golf, and the fact that golfers are out in the sun so much made it an obvious choice.”

The reach of media impressions for the Transitions Championship PGA TOUR event is mind-boggling. More than 800,000,000 impressions were achieved through the third year of the tournament, and over all four years of the Championship more than one billion impressions were made. Internationally, the tournament was broadcast into 500 million households in 209 countries around the globe.

The number of visitors to the tournament increased every year and the 2012 event (Mar. 12-14), which marked the conclusion of the four-year agreement, attracted more than 55,000 visitors. Several Transitions-sponsored events at the tournament reinforced for consumers the connection between healthy vision and sports performance – as well as the ability to enjoy life’s everyday moments. With the support of industry partners, Transitions Optical introduced spectators to new products and eye health information, and kicked off its Official Sponsor of Sightseeing™ campaign.

“Our goal for the Transitions Championship has always been to increase awareness about healthy sight, and because of the ways our partners have rallied around the tournament, we’ve been able to add more excitement and expand our impact among consumers each year,” said Dave Cole, president, Transitions Optical. “While cheering on some of the world’s top-ranked golfers on the course is certainly a highlight, the family-friendly activities going on throughout the tournament week helped us keep eye health at the forefront.”

Not everyone realizes the number of charities that benefit from PGA TOUR events. The 2012 Transitions Championship week kicked off this year with the Think About Your Eyes Family Walk on Sunday, March 11, where families walked the Copperhead Course and raised more than $40,000 for Prevent Blindness Florida and its community outreach and education efforts. Jay Tobin, president and CEO of Prevent Blindness Florida, said, “The Transitions Championship and Think About Your Eyes Family Walk have dramatically increased public awareness of Prevent Blindness Florida and the importance of healthy sight for life. Additionally, with the funds raised from the walk, we have been able to expand our outreach to at-risk adults and children in the Tampa Bay area by providing free vision screenings, eye exams and glasses.”

Over the four years of the Transitions Championship, total funds raised for charity are expected to exceed $7 million dollars!

Partnerships are only as successful as the effort put into them and in this respect, Transitions Optical really shone for the PGA TOUR. Falvo notes, “We were told early last year that Transitions Optical led all title sponsors in terms of execution of the relationship and I was asked to present to a group of other sponsors on everything we did to make the most of the opportunity. That was an honour and very satisfying for everyone who has helped make the partnership such an outstanding success.”

Part of the success around the activation of the partnership was in the signing of PGA TOUR professional golfers as brand ambassadors for Transitions Optical, including American golfer and 14-time winner on the PGA TOUR Kenny Perry, South African golfer and 2008 Masters Champion Trevor Immelman and Canadian golfers Graham DeLaet and Ian Leggatt. “We were able to use their names and likenesses and they did all kinds of public relations work for us,” notes Falvo.

Going forward, Falvo says the Transitions Optical executive team is looking at opportunities for further sponsorships in the sports arena. “I can’t share any details at this point but we may be considering other ways to leverage the equity we’ve built here. I can say that because of the splash we made in the golf community, we’ve had non-stop calls from other highly visible brands who want to talk about partnerships.”

While the Transitions Optical title sponsorship agreement has concluded, the company remains an official marketing partner with the PGA TOUR and the Official Eyewear of the PGA TOUR, Champions Tour and Nationwide Tour.

And because things never stand still at Transitions Optical there are also exciting new product offerings, including the first and only variable polarization lenses –Transitions® Vantage™ lenses – the only lenses that both darken and polarize upon UV exposure. Another very special sunwear product that was available at the championship – and is now on the market – is the new Nike® MAX Transitions® sunglass, designed especially for golf. These sunglasses feature a patented violet tint, engineered to enhance contour recognition on the greens and to increase visibility of the ball.

“Quite simply – these sunglasses are a game changer,” said Grady Lenski, global director with Transitions Sunwear. “By combining the best-in-class brand leadership of Nike with Transitions adaptive sun lenses, athletes and sport enthusiasts now have another important piece of equipment to help them up their game.”

‘Partnership’ is a word that is bandied about far too carelessly in today’s business world. Let’s hear it for Transitions Optical, a company that makes the word sing in every possible way, creating win-win relationships that build business success for all.

Mido 2012 – Functional, Dynamic, Diverse

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By Paddy Kamen

event_midoMido is one of the longest-running optical trade fairs in the world but that doesn’t make it tired. Always reaching for new ways to express the diversity and dynamism of the sector, Mido – the International Optics, Optometry and Ophthalmology Exhibition, in its 42nd incarnation again affirmed its position as a contender for the distinction of the world’s top optical show.

“Mido is a unique experience that is difficult to put into words,” according to show President Cirillo Marcolin. “To understand its potential and appreciate its usefulness, it must be experienced in person. A walk among the stands is a must for anyone who wants a greater understanding of the universe of eyewear.”

The Mido eyewear universe, held from March 11-13, included six pavilions in the Fieramilano Rho-Pero conference centre in Milan, where more than 1,000 exhibitors from 40+ countries showed their wares to 42,000 visitors from around the world.

The show was divided into six functional areas. The Mido Tech and Lens pavilions showed high-end R&D technologies, materials, lenses and accessories. The Fashion District, was, as you would expect, a potpourri of trends in prescription eyewear and sunglasses. The Mido Design lab displayed experimentation and realization of the avant-garde in frame shapes, materials and colours. The Asian pavilion was a draw for everyone interested in the latest offerings from the east. Spaces devoted to receptions, mini-conferences and teaching comprised the balance of the show floor.

Mido 2012 was a truly international show with a strong local emphasis. Its main audience is, of course, the opticians and eye specialists of Italy and they were catered to in every possible way, from special transportation to the show to the setting of show dates, which included Sunday and Monday, two days on which Italian eye offices and stores are traditionally closed. Further, special areas were designated for opticians and optometrists to learn, network and socialize. OttiClub by Mido offered a place for in-depth talks on topics of interest to opticians. And upcoming opticianry grads were treated to special guided tours of the show to help them understand and appreciate the vast dimensions of the industry. Ophthalmic lab associations and optometrists likewise engaged in the learning and socializing opportunities afforded by Mido, making it so much more than just a buying opportunity.

There was a focus on sunwear at this year’s Mido as optometrists enjoyed a special seminar on optometric applications for sunwear in sporting activities. In addition, a special meeting of the European Sunglass Association (ESA) and the Vision Council from the U.S. was held with the aim of unifying their messaging to focus on the visual health aspect of sunwear. The ESA released the results of a study on the European sunwear market to their members at the meeting.

The European optics industry sales results for 2011 were released just prior to the show, on March 7. Given the difficult realities of the Italian economy in particular and the European Union in general, the news was good. Italy, Spain, Germany and France saw sales rise by 1.9 per cent over the previous year.

Show organizers recently announced the revision of the 2013 schedule as a result of feedback from exhibitors and attendees. As Marcolin explains, “This strategic choice aptly responds to the needs revealed by the evaluation of the national and international fairs scenario as well as the requests and feedback received from exhibitors and visitors who attended the last event and whose remarks weigh heavily on our decisions.”  The event will be held on March 2, 3, and 4.

Let’s hope the positive trend is sustained as Mido continues to shine with diversity and innovation in the world of international trade shows.

NASCAR Champion Kurt Busch Wears TAG Heuer

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NASCAR Champion Kurt Busch Wears TAG Heuer

TAG Heuer Avant-Garde Eyewear entered into a multi-race sponsorship agreement witn NASCAR champion Kurt Busch and Phoenix Racing. TAG Heuer Eyewear was featured as primary sponsor on the nº 51 Chevrolet for theFebruary 18, 2012Budweiser Shootout at Daytona International Speedway, where Kurt Busch was the defending winner.

Additionally, TAG Heuer Avant-Garde Eyewear served as an associate sponsor on the nº 51 Chevrolet during the 54th running of the Daytona 500 on February 26 and again on March 11 for the Kobalt Tools 400 at Las Vegas Motor Speedway, Busch’s hometown track.

A Marketing Campaign Yield Results

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A Marketing Campaign Yield Results

In June 2011, COS launched the Silhouette Joint Business Plan (JBP), a partnership aimed at reinforcing the position of COS and eyecare professionals in the competitive environment of the optical industry. The goal of the 8 week strategic marketing campaign, using a variety of media including radio and the Web, was to drive consumers to participating ECPs. Radio spots, Web banners, promotional emails and search engine optimization converged in a single place: the microsite for the campaign, www.betransparent.ca.

The website offered consumers the opportunity to learn about Silhouette products and promotion details, download a coupon and find a participating optical store with an online store locator. The website recorded nearly 40,000 visits during the campaign, generating over 1,250 downloaded coupons. The company observed a 17% increase in Silhouette rimless frames sales among participating accounts during May-June 2011 as compared to sales during May-June 2010. The results are also explained by the increased motivation of participating retailers. 

“The results were better than expected. Normal Web conversion rates for downloaded coupons are 1% for every product and service combined. During the 8 weeks of JBP, we counted a conversion rate of 3.1%, which represents a success for this convergent campaign. Indeed, this demonstrates COS’ ability to identify and reach the Silhouette target consumer, online and in the rest of the media.” says COS Marketing Director Manuel Magini.

Silhouette andCOS wish to congratulate all  the ECPs nationwide who participated in the JBP. The grand prize, won byOntario’s Ivan Optical, is a week-long trip toAustriavalued at $4000. The trip includes visits to Salzburg,Vienna and the Silhouette factory in Linz.

Monika Schnarre Unveils her Sunwear Collection+

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Monika Schnarre Unveils her Sunwear Collection+

Inspired by her high-fashion expertise as Ford’s Supermodel of the World, Monika Schnarre introduces her new sunwear line. “I’m thrilled to present my 2012 sunglass collection. I feel there is a fashionable frame that is suitable for everyone in this line,” says Monika, as she continues to express her philosophy of simple sophistication and affordability in her new models.

The Monika Schnarre sunwear line consists of 11 frames, fromHollywoodglam to the classic aviator. Monika describes her new sunglasses as, “incorporating the latest trends, yet keeping the classic elegance that I hope over time will become synonymous within my line.” The collection features Monika Schnarre’s signature blush pink and chocolate brown colours, embellished temples with her signature “MS”, laser-etched details, touches of delicate bling and all are Rx-able.

A trendy and sophisticated sunwear, model 4700, is high-fashion meets the everyday woman. Its bold black frame is paired with a crystal lining and laser-etched temple design that screams “Hollywood Glam!”

Sunglasses have become the ultimate accessory. No longer are they just there to protect our eyes from the sun, but they add the finishing touch to an outfit. “Women can make their own statement from bold to understated. The line is fashion-forward, yet in keeping with my own personal sense of style,” describes Monika.

With Monika Schnarre’s fashion experience and Optiq’s excellence in quality, the Monika Schnarre sun collection is both beautiful and durable. The vibrant colours and flattering shapes allow these sunglasses to effortlessly take women from city chic to classic glam.

A Unique Line

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A Unique Line

Canadian eyewear company, Claudia Alan, is proud to debut its 2012 AYA Fashion Sunwear Collection featuring the latest artwork by Corrine Hunt, a world renowned First Nations artist noted for co-designing the Vancouver 2010 Olympic medals.

The latest collection is now available online at claudiaalanstore.com and in select stores. AYA offers models for women (Jules, Kennedy) as well as unisex styles (Orion, Niko, Dakota and Riley).

“People are initially attracted to AYA Eyewear by its stylized First Nations artwork and on trend designs,” says company founder, Carla D’Angelo. “Then they are usually floored by the price especially once they know our glasses are double polished for a more lustrous finish, and have high-quality hinges for exceptional durability. We use impact and scratch resistant acrylic lenses and all our sunglasses are UV400.”

Aptly named, Kennedy, revisits classic wayfarer styling with contemporary rounder

corners and temples for a smooth and sleek silhouette. It is available in classic black, gradient purple, champagne, and tortoise shell with an eagle design along the arm.

Aviators are a staple sunglass shape for both men and women. Claudia Alan’s Orion style is a very special version with sculptured temples featuring raven and salmon artwork. Limited edition Orion will have inset rhinestone detail and polarized lenses. Orion is available in gold, silver and gunmetal finishes.

Essilor Adds to its Varilux® Xperio® Range

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Essilor Adds to its Varilux® Xperio® Range

Varilux Physio 2.0 360° Xperio and Varilux Comfort 360° Xperio are now available in high indexes TL16 and TL1.67 in grey and brown.

In addition, the new Varilux Freedom is also available in the Xperio range, in all indexes: Orma, Airwear, TL16 and TL1.67, in grey and brown as well as grey-green (close to G-15), the new colour exclusive to Varilux Freedom Xperio.

Catherine Deneuve Lunettes Debuts Sunglass Collection

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Catherine Deneuve Lunettes Debuts Sunglass Collection

Catherine Deneuve Lunettes from Viva International Group announces the debut of its premier sunglass collection for spring/summer 2012. The new product line includes six prescription-ready sunglass styles, which are inspired by the collection’s timeless beauty and Deneuve’s own sense of style. The new sunglasses are perfect for the 55-and-older woman who is trend aware, yet not trend-driven, and is seeking classic elegance.

“We are pleased to add such an exclusive group of sunglass styles to this iconic collection,” says Liz Tontodonati, general manager for the Catherine Deneuve Lunettes brand at Viva. “There is a definite need in today’s eyewear selection to include fashionable and affordable sunglasses for the mature and stylish woman.”

The new sunglasses are crafted in handmade acetate and feature stone and metal accents. High-quality CR-39 lenses are used in all of the sunglasses, providing optimum sun protection. A rich colour palette of soft muted tones, including burgundy, brown horn, raspberry and tortoise, as well as two-tone and pearl-finished colourations, adds a dramatic touch to these distinct styles. The brand’s iconic logo subtly highlights the frame’s temple treatments and the end-pieces of select styles.

Merchandising materials include a counter card, which features the new Spring 2012 campaign image, and a logo plaque.

A New Coating Fitted to the Canadian Climate

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A New Coating Fitted to the Canadian Climate

Rodenstock announced the release inCanadaof the new AR coating Solitaire Protect Plus. Available on all indices, 1.5, 1.6, 1.67 and 1.74, Protect Plus is tougher and easier to clean than previous coatings. The coating is based on nanotechnology that works so well that the coating lasts twice as long and is effortless to clean.

Solitaire Protect Plus is designed with a special anti-static layer system. This optimum composition and matching of the coating materials prevent static charge and effectively repel dust.

Another feature especially important in our Canadian climate is that Solitaire Protect Plus has built-in climate resistance to reduce the possibility of damage from major temperature changes. Protect Plus has been successfully tested in real-life wearing conditions and withstands the large temperature changes that Canadians often experience during normal winters.