Real talk on private branding, capture rate, and outcompeting the chains.
Optical Retail Is Dead
Five years ago, I wrote an article titled “Independent Eyecare Is Dead.” It struck a nerve. It generated 36,000+ reads and 800+ comments—most of them thoughtful, supportive, and honest. Today, I’m updating that declaration.
Independent eyecare is not dead. But it isn’t thriving either. And pretending everything is “fine” is exactly how practices quietly slide into irrelevance.
We’ve Heard This Story Before
I’ve been in the optical industry for over 40 years. During that time, I’ve watched the industry declared “dead” more times than I can count.
In the 1980s, contact lenses were going to kill the frame business. They didn’t. Instead, eyewear evolved from a medical device into a fashion category. Love it or hate it, that shift saved part of the industry.
In the 1990s, LASIK was supposed to end it all—no contacts, no glasses, no optical retail. That didn’t happen either. Smart practices adapted and flourished.
Optical retail doesn’t die. It punishes those who refuse to adapt.
The Real Fear Today: Price
The panic now isn’t about technology. It’s about price.
- “Warby Parker is killing us.”
- “Zenni is my biggest competitor.”
- “There’s a race to the bottom.”
If you are competing on price alone, you’ve already lost.
Stop Competing on Price (You Can’t Win)
You can order the same cut of steak at a high-end restaurant or at a roadside place for a fraction of the price. The difference isn’t the meat. It’s the experience.
If the only thing you’re offering is the same designer product your patient can find online—or down the street—often for less, you’ve put yourself in the bolt zone.
A retail truth worth remembering
You can compete on price, quality, or service. Pick two. You don’t get all three.
Practices that focus on quality + service build loyalty. Practices that chase price build stress—and eventually, insolvency. The bitterness of poor quality lasts far longer than the sweetness of a low price.
Experience Is the Product
Starbucks doesn’t sell coffee. They sell an experience. That same principle applies to optical retail.
The frame should be the souvenir of a great experience—not the reason someone came in the door. The experience begins at the front door and continues through your office: greeting, layout, lighting, cleanliness, professionalism, and confidence.
Your Staff Is Your Brand
A beautifully designed office can be undone in seconds by disengaged employees. If no one acknowledges a customer, if the front desk feels annoyed, or if staff seem distracted, the experience is broken.
“Can I help you?” isn’t welcoming. “Welcome to Dr. Smith’s—how may I help you?” is. That difference matters.
Product: Why Private Branding Matters
If you’re selling the same products as everyone else, differentiation becomes impossible. I’m not saying abandon popular brands. I’m saying don’t be remembered for them.
Private-label frames—done correctly—solve several problems at once:
- Differentiation (you’re not the same as everyone else)
- Margins (profit stops leaking)
- Brand ownership (your name becomes the asset)
- Loyalty (patients can’t “price match” you online)
Your Website Is Your Digital Front Door
First impressions now happen everywhere: your office, social media, and your website. And most optical websites fail this test.
Too many are templated. Too many are cluttered. Too many lead with medical equipment instead of lifestyle and fashion. We are in the vision business—your site should be visually engaging the moment it loads.
Simple rule
Show the after, not the procedure. Fashion first. Brand first. Medical second.
The Industry Isn’t Dead — But It’s Unforgiving
Independent eyecare isn’t dying. It’s filtering. Those who adapt will thrive. Those who cling to outdated retail thinking will quietly disappear.
Key takeaways
- Elevate the experience (environment + staff engagement)
- Fix the website (visual, modern, mobile-first)
- Differentiate the product (private branding belongs here)
- Stop competing on price (it’s the fastest route to low margins)
- Commit to branding + engagement (including social)
Optical retail isn’t dead. But the old way of running it is. And that’s not a threat—it’s an opportunity.