<\/p>\n
\n\tAs eye care increasingly intersects with fashion retail and consumer experience, large-scale operators are under pressure to deliver both clinical expertise and product choice. Visionworks, a VSP Vision company and the eighth-largest optical chain in the U.S., operates more than 750 locations across 41 states and Washington, D.C., offering comprehensive eye exams alongside an expansive assortment of frames designed to meet a range of patient needs and personal styles.<\/p>\n
\n\tAgainst that backdrop, Greg Hare, Visionworks\u2019 president, spoke with WWD about navigating today\u2019s optical retail landscape \u2014 from evolving consumer expectations to the role of product, service and scale in a competitive market.<\/p>\n
\n\tWWD: The U.S. optical industry continues to grow in value, even as overall product and exam volumes soften. From your vantage point,\u00a0what\u2019s\u00a0really driving growth right now \u2014 pricing, product mix, insurance dynamics or something else?<\/p>\n
\n\tGreg Hare: There is growing awareness that healthy vision is deeply connected to overall health and wellness, and that shift in mindset is shaping growth across the industry.\u00a0<\/p>\n
\n\tAt the same time, tighter budgets are making consumers more intentional about how they spend. They are looking for clear value, transparent choices and trusted\u00a0expertise\u00a0that helps them feel confident in their decisions. At Visionworks, our focus is on simplifying the entire experience, from exam to eyewear, so customers can move forward with confidence.\u00a0<\/p>\n
\t\t\t\t\tVisionworks<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Visionworks<\/p>\n
\n\tWWD: Visionworks operates at the intersection of health care and retail. How do you balance clinical trust and medical necessity with the fashion and lifestyle aspect of eyewear? Has that balance changed in recent years?\u00a0<\/p>\n
\n\tG.H.: We believe clinical care and great eyewear are part of one connected experience. When the journey is clear from exam to frame\u00a0selection, customers feel confident rather than overwhelmed.\u00a0The optometrists\u00a0affiliated with our stores are licensed\u00a0doctors\u00a0of optometry\u00a0who provide comprehensive eye exams and play\u00a0an important role\u00a0in\u00a0identifying\u00a0early signs of broader health issues through eye health. They choose to practice in our stores because they care deeply about serving their communities and expanding access for patients who prefer a retail setting for their eye care.\u00a0<\/p>\n
\n\tWe also know customers want eyewear that fits their\u00a0lifestyle\u00a0\u2013\u00a0comfortable, stylish and easy to choose. Over the years,\u00a0we\u2019ve\u00a0worked to elevate both sides of that experience through stronger clinical partnerships, more intuitive store layouts and a\u00a0style\u00a0assortment built around real-life needs.\u00a0<\/p>\n
\n\tWWD: Are today\u2019s customers approaching eyewear as a functional purchase, a fashion purchase or both? Are you seeing longer replacement cycles or are shoppers increasingly building wardrobes \u2014 multiple pairs for\u00a0different moods?\u00a0<\/p>\n
\n\tG.H.: It\u2019s\u00a0absolutely both. People want eyewear that\u00a0is\u00a0functional but\u00a0also fits their lifestyle and\u00a0personality. Now more than ever, eyewear is becoming a\u00a0statement\u00a0accessory, and\u00a0we\u2019re\u00a0seeing people\u00a0build\u00a0an\u00a0eyewear collection that\u00a0provides\u00a0a variety of options\u00a0depending on the occasion, their mood and\u00a0their personal\u00a0style. \u00a0<\/p>\n
\t\t\t\t\tVisionworks<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Visionworks<\/p>\n
\n\tWWD: What frame trends are truly resonating right now \u2014 bold acetates, transparent colors, wire frames, oversize silhouettes \u2014 and is it different based on region? Are customers leaning toward recognizable designer brands, or is there\u00a0a\u00a0growing appetite for independent and newer labels?\u00a0<\/p>\n
\n\tG.H.: Customers\u00a0today\u00a0are gravitating toward\u00a0frames\u00a0with personality, including oversize shapes,\u00a0colored lenses and sport-inspired styles.\u00a0We\u00a0also\u00a0continue to see strong interest in trusted, recognizable brands like Nike, Lacoste and\u00a0Kendra Scott\u00a0that bring a built-in reputation for quality,\u00a0style\u00a0and durability.\u00a0People want frames that\u00a0not only look great but hold up\u00a0during\u00a0everyday\u00a0activities, and our assortment is built with that in mind. \u00a0<\/p>\n
\n\tWWD: How do you think about the balance between global designer brands, private\u00a0label and curated independent collections? Where do you see the strongest margin and growth opportunity within that mix?\u00a0<\/p>\n
\n\tG.H.: We do not evaluate our assortment through the lens of global brands versus private\u00a0label\u00a0or independent collections.\u00a0We\u00a0curate\u00a0our frame boards around how people\u00a0actually shop, organizing by shape and price rather than by brand. This approach makes it easier for customers to find frames that fit their look and budget, while giving us the flexibility to\u00a0optimize\u00a0the mix and drive strong margin and growth across categories.<\/p>\n
\t\t\t\t\tVisionworks<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Visionworks<\/p>\n
\n\tWWD: Looking five years out, where do you see the greatest untapped growth potential \u2014 premium lenses, myopia management,\u00a0sunwear, second-pair conversion, contact lenses or something else entirely?\u00a0<\/p>\n
\n\tG.H.: Some\u00a0of the strongest\u00a0opportunities\u00a0for\u00a0growth\u00a0sit in\u00a0categories that\u00a0support\u00a0overall health and\u00a0well-being.\u00a0There\u2019s\u00a0growing\u00a0awareness\u00a0that\u00a0eye\u00a0exams are\u00a0a key\u00a0touchpoint\u00a0for\u00a0overall\u00a0health,\u00a0not just\u00a0eyesight.\u00a0That\u2019s\u00a0why\u00a0I\u00a0believe\u00a0we\u2019ll\u00a0see\u00a0rising interest\u00a0in\u00a0areas\u00a0that make it easy to care for your eyes in everyday life\u00a0like\u00a0retinal\u00a0digital imaging\u00a0and other early\u00a0detection\u00a0tools, year-round sun protection, eye strain and screen comfort\u00a0solutions,\u00a0and\u00a0myopia management.\u00a0<\/p>\n
\n\tWWD: With more than 750 locations nationwide, how are you thinking about physical expansion versus\u00a0optimizing\u00a0existing stores? And evolving the in-store experience to reflect how consumers shop for eyewear?\u00a0<\/p>\n
\n\tG.H.: Our priority is elevating and simplifying the experience in the communities we already serve, while positioning the brand for thoughtful growth. We continue to modernize our stores to reflect how customers shop today, from more intuitive layouts organized around how people make decisions to streamlined check-in and checkout processes that make the visit feel seamless. Our 100-Day Guarantee reinforces that confidence, giving customers the freedom to explore new looks without pressure.\u00a0<\/p>\n
\n\tAt the same time, we see\u00a0opportunity\u00a0to expand strategically in markets where access to care is limited and demand for a clear, integrated experience is strong. Growth for us is not just about adding locations, but about ensuring every store delivers the standard our customers expect.\u00a0<\/p>\n
\n\tWWD: Access to eye exams can be a limiting factor across the industry. What are the biggest challenges today around doctor availability and clinical workflow \u2014 and how are you ensuring the experience feels seamless from exam to eyewear purchase?\u00a0<\/p>\n
\n\tG.H.: We know getting an eye exam can be a hurdle.\u00a0The biggest challenges\u00a0across the\u00a0industry\u00a0tend\u00a0to be\u00a0appointment availability\u00a0\u2014 especially\u00a0evenings and weekends\u00a0\u2014 and\u00a0steps that can\u00a0slow down a visit,\u00a0whether that\u2019s\u00a0repetitive intake steps,\u00a0insurance questions or unclear\u00a0next steps\u00a0after the exam.\u00a0<\/p>\n
\n\tThat\u2019s\u00a0why\u00a0our\u00a0approach starts with access to\u00a0trusted\u00a0optometrists in\u00a0our\u00a0communities, with\u00a0evening and weekend\u00a0appointment options\u00a0and\u00a0easy\u00a0online\u00a0scheduling.\u00a0In the exam, pre-testing and digital tools keep the visit moving,\u00a0and patients\u00a0leave with simple, plain-language\u00a0recommendations.\u00a0Then we pair them with a staff member who\u00a0already\u00a0understands what the\u00a0optometrist\u00a0suggested,\u00a0so choosing\u00a0eyewear feels supportive and\u00a0straightforward. \u00a0<\/p>\n
\t\t\t\t\tVisionworks<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Visionworks<\/p>\n
\n\tWWD: In optical retail, turnaround time is something customers feel\u00a0immediately. What is your competitive promise when it comes to speed?<\/p>\n
\n\tG.H.: We\u2019re\u00a0all about respecting time,\u00a0and that extends to\u00a0ordering glasses.\u00a0We\u2019ve\u00a0equipped\u00a0our labs with\u00a0reliable\u00a0technology,\u00a0tight\u00a0coordination and\u00a0strong\u00a0supply-chain partnerships,\u00a0helping us deliver well-made eyewear on schedule.\u00a0And our 100-Day Guarantee\u00a0means customers have plenty of time to make sure their glasses look and feel\u00a0just right.\u00a0<\/p>\n
\n\tWWD: VSP has expanded doctor-remote and digital capabilities in recent years. Where does technology meaningfully enhance access and efficiency \u2014 and where do you believe the in-person experience will always matter most?\u00a0<\/p>\n
\n\tG.H.: Technology plays\u00a0an important role\u00a0in making eye care more accessible and efficient, but what matters most is connecting patients with optometrists they trust.\u00a0Our eye exams take place in person within our stores, ensuring a hands-on, comprehensive experience.\u00a0<\/p>\n
\n\tIn some cases, patients may consult with a doctor via live video within the store setting, which allows us to expand access while\u00a0maintaining\u00a0the same standard of care. Our digital tools also make it easier to schedule appointments, complete paperwork ahead of time and move through visits more smoothly.\u00a0<\/p>\n
\n\tOur goal is to use technology thoughtfully to enhance access and streamline the experience, while preserving the human\u00a0expertise\u00a0and trust that\u00a0defines\u00a0great eye care.\u00a0<\/p>\n
\n\tWWD: Online sales\u00a0remain\u00a0a small percentage of the category overall. How do you see digital evolving \u2014 not just for\u00a0reorders, but for style discovery, education and driving traffic into stores?<\/p>\n
\n\tG.H.: For many\u00a0people,\u00a0the shopping journey begins online, and it can be\u00a0a great source\u00a0of\u00a0early excitement.\u00a0Our website\u00a0is a good\u00a0starting point for\u00a0customers\u00a0to\u00a0browse styles, understand lens options and arrive in our stores\u00a0energized and\u00a0confident in the decisions\u00a0they\u2019re\u00a0ready to make.\u00a0That momentum sets the stage for an even better in-store experience, where our teams bring\u00a0everything to life with in-person try-on, real guidance and a simple path to the right choice. \u00a0<\/p>\n
#Visionworks #Greg #Hare #Navigating #Todays #Optical #Retail #Landscape<\/p>\n","protected":false},"excerpt":{"rendered":"
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