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.”
In this conversation, Rothman discusses Optimax’s recent expansion, the evolution of its multi-brand strategy and what comes next for a category that is steadily shifting from fragmented retail to a more integrated, technology-led ecosystem.
Many retail categories moved online years ago. What is unique about prescription eyewear that it took longer to mature?
Daniel Rothman: A few years ago, only a small percentage of prescription eyewear purchases happened online. Today, the estimate is closer to 15%. Consumers are more comfortable entering a prescription, using virtual try-on and trusting an online service for something as personal as glasses. At the same time, the technology and service around the category have improved. The experience overall, and especially on GlassesUSA.com, now includes stronger prescription support, better virtual try-on, a broader assortment, home try-on options and faster delivery. A big part of what we do is make buying eyewear online feel simpler and more trustworthy.
We’ve seen AI impact all sorts of consumer habits. How is it changing the way people shop for glasses?
Rothman: AI is becoming embedded in everything we do, both in the shopping experience and across the teams and operations behind it.
On the consumer side, tools like Pairfect Match AI act almost like a digital stylist. We have more than 10,000 frames available through GlassesUSA.com alone. We use AI to help customers navigate options, narrow the selection and find frames that fit their style and needs. AI-powered customer service also helps guide them through product questions, prescription details and lens options.
Behind the scenes, we leverage AI to support product development, enhance our marketing insights and better understand and engage with our customers. We are also exploring the next evolution of retail through agentic commerce solutions. We believe this will transform the shopping experience by helping customers discover what they need faster, reducing friction and creating more personalized interactions.
Earlier this year, Optimax reported 30% year-over-year growth. What do you think is driving that momentum?
Rothman: The growth reflects a broader shift in how consumers in the U.S. buy eyewear, as well as in the infrastructure behind it. Many people know us through GlassesUSA.com, but Optimax is much more than one online storefront.
Over the years, we have built a comprehensive and highly responsive eyewear ecosystem that includes direct-to-consumer retail, technology, manufacturing, in-house brands, luxury eyewear and B2B capabilities.
In eyewear, the customer experience doesn’t end when someone chooses a frame. The lenses need to be crafted accurately to each customer’s prescription, and the finished product needs to meet the highest quality standards. Expanding our Atlanta facility in 2025 gave us more capacity, greater automation and more control over the eyewear manufacturing and shipping process. Keeping more in-house lets us move faster, offer next-day delivery, and meet changing demand without compromising quality.
Can you talk about how Optimax identifies white space in the eyewear market?
FORK is a good example of how we move quickly when there is a real opportunity. The idea for a non-prescription eyewear, Gen Z-style brand came from our chief design officer, who identified a real cultural energy around nightlife, club scenes and streetwear, and saw an opportunity to create sunglasses that were not just functional, but part of a mood, a look and a lifestyle. Because of our integrated model, we were able to turn that insight into a real brand.
OTTICA is another important expansion for Optimax. As part of our mission, we set out to also disrupt the luxury segment, a category that represents roughly 20% of the market but has remained largely offline, with limited digital presence and brands that have been cautious about moving online.
We bring leading brands like Prada, Gucci and Miu Miu into a digital luxury environment that combines curated selection, premium lenses and a high-end service experience, while maintaining strict luxury standards. In doing so, we’ve helped translate a traditionally boutique-only category into a new digital luxury standard, with the convenience of e-commerce.
What does the next phase of eyewear retail look like, and how do you want Optimax to meet the moment?
Rothman: The next phase of eyewear retail will be far more connected and seamless. Even parts of the traditional in-person eye exam will move online, with vision checks and consultations done directly through a mobile phone, removing much of the friction that exists today. By 2030, we expect online prescription eyewear to be the norm, not the exception. That shift is already underway, and it’s accelerating quickly.
At the same time, eyewear will expand beyond vision correction and fashion. It will become a connected interface for digital expression, sharing and AI-driven experiences — turning glasses into something people use not just to see better, but to interact with the world in new ways.
For Optimax, the goal is to connect the entire journey end-to-end — discovery, prescription, benefits, production, service and delivery — powered by technology that makes the experience simpler, quicker and more reliable. It may feel far away, but it’s much closer than it seems, especially as production moves toward more advanced, connected and smart eyewear.
Sponsored by Optimax Eyewear Group