Marking its 90-year anniversary in October 2022, today’s leaders of EssilorLuxottica-owned OPSM reflect the attributes that have made it an iconic Australian optometry brand and how innovation and differentiation will ensure its future.

Macquarie Street, Sydney, was home to the first OPSM store. Spelt in full at the time (Optical Prescription Spectacle Makers), it opened with five staff and added a sixth the following year – a 17-year-old trainee optical dispenser – with all frames and lenses on consignment.

Today, 90 years on, the brand is one of the most-recognised in Australian and New Zealand optics, morphing into a vertically-integrated eyecare business with the backing of its parent company Luxottica (now EssilorLuxottica) since 2003.

Along its journey, OPSM has recorded countless highlights, including evolution of a new customer in-store experience using walk up frames displays (1962), a trend that caught on industry-wide. Its history also involves contact lens manufacturing (1939 and 1970) and expansion into New Zealand (1995).

And, as this issue goes to print, one of the most significant changes is taking place as the EssilorLuxottica merger takes shape at the local level, seeing the businesses come under one roof in North Sydney. For OPSM, this has opened new possibilities for advanced lens technology and equipment from Essilor, helping elevate the customer experience in almost every way and allowing OPSM to stamp its mark on areas like myopia management.

Mr Matteo Accornero, who heads up EssilorLuxottica’s retail operations in Australia and New Zealand, says globally there are few optical retail chains that can claim to possess an archive of black-and-white photos from such a distant past. He says it’s proof of a precious legacy that has withstood the test of time with its original values intact, while setting modern-day optical business trends.

“OPSM has a rich and strong heritage in the Australian market. As we celebrate the 90th anniversary since its foundation, it is the perfect time to acknowledge the evolution that has made OPSM a brand synonymous with optical care and assistance for Australian consumers,” he says.

“The brand story clearly shows how OPSM has been championing evolution since its foundation in the 1930s, pioneering important changes in the eyecare industry. Most of the business results achieved are attributable to the implementation of some important strategic choices that go from improved store design to the evolution of optometrist consultancy room to always making the customer experience central during the entire process, with increased support from digital instruments.”

Today, with a network of approximately 440 stores and 3,100 employees in the OPSM and Laubman & Pank network in Australia and New Zealand, Accornero says the brand is looking to the future with new confidence.

Central to this approach is OPSM’s Clarifye digital eye exam experience, a new patient journey based on the latest technology developed by EssilorLuxottica. It incorporates advanced instruments like a sevenin- one eye health screening assessment and a high precision eye test measurement of 0.01D, aiming to offer faster and more accurate prescriptions.

“We have invested not just in the retail space but also in the optometry consulting rooms. We are dedicating more space to the professional area and investing more in cutting edge instruments,” Accornero explains.

“All things going to plan, we will have close to 150 stores with Clarifye by the end of 2022 – we are currently sitting at about 100. The Clarifye journey is being enhanced with a new dispending tool, Visioffice 3, which allows us to open up further top tier lenses owing to more advanced and personalised patient measurements.”

In the past 12 months, OPSM has welcomed about 100 new graduates and 80 experienced optometrists and has refurbished approximately 100 stores since the beginning of the year.

“Later this year, we’re planning on introducing Eyezen Kids and our hugely desired Stellest lens, which will roll into an all-encompassing myopia program, to provide better support for our younger patients,” Accornero says.

“We strongly believe that this myopia program will positively impact lives by enabling children everywhere to learn, express themselves and fulfill their potential.”

In addition, the company is investing further in digitalising the patient journey. This involves collecting more information from patients prior to consultation, with this visible in the optometrist’s consultation room. Consultation results will also be digitised, saving time and reducing paper consumption.

Patient contact processes will be upgraded, allowing patients to confirm, reschedule or cancel their appointments at the touch of a button. The process of contacting no-show or cancelled patients will be automated.

On the dispensing/retail front, OPSM is investing in its digital platform, Leonardo, that can be accessed on demand, whether it’s on a computer before a patient arrives or on a store iPad between appointments.

“With a focus on eyewear, eyecare, lenses, optics, brand storytelling, customer experience and personal development, Leonardo brings together category experts to share their knowledge with the goal of developing leaders in our industry to give our patients a premium service,” Accornero says.

“Innovation is at the heart of our business, especially when we talk about lenses. We have embarked on a plan to transform our lens portfolio by offering world renowned brands such as Varilux, Eyezen, Crizal and even more from Transitions. These new lenses bring to life our latest in digital design and personalisation which are among our greatest differentiators.”

Accornero says OPSM is also expanding its branded lens assortment to offer greater customisation and a continued ‘perfect fit’.

“We are providing Ray-Ban, Oakley and Costa branded lenses in wider designs, amping up our frame and lens perfect fit, together with the authenticity credentials which our patients have come to expect,” he explains.

In recent years OPSM has also invested in SmartShopper, an intuitive tool that allows customers to interact digitally with the entire catalogue of Luxottica beyond what is in stock in-store. It includes a virtual try-on feature thanks to augmented reality and advanced proprietary virtual mirroring technologies.

Eyecare operations director at Luxottica ANZ, Ms Elizabeth Kodari, joined the company in 2015. A former optometrist at OPSM George St, Sydney, she believes OPSM’s longevity is a combination of its investment in its people and technology.

“Optometry as a profession has changed. Now more than ever, optometrists and graduates are looking for employers that listen and are adaptive to change. We offer our optometrists a diverse range of experiences to ensure their continued professional success. Whether they want to be a clinical optometrist or business leader, the opportunities are endless.”

Kodari says more opportunities, choice and time to practise full scope optometry are just some of the reasons optometrists accelerate their career with OPSM.

“Over the past five years we have invested over $500,000 in Luxottica Eyecare Development Award (LEDA) scholarships to support our optometrist’s professional development. We continually invest in the latest technologies to ensure our optometrists can detect more pathology than a standard eye examination,” she adds.

“One of the competitive advantages underpinning OPSM’s past and future success is our vertically integrated business model. Our 360-degree view of everything from design to construction provides unique insights into patient behaviour, trends and encourages innovation.”

She says OPSM has remained at the leading edge. Its optometrists use start-of-the-art technologies, and at the height of the pandemic implemented tele optometry consultations so non-urgent patients could still seek care.

“Our investment in technology also translates to our premium eyecare products. EssilorLuxottica recently partnered with Meta to create smart glasses in our iconic Ray-Ban frame. We have a strong commitment to myopia management and through our partnership with Essilor, have expanded our portfolio with the inclusion of the highly anticipated Stellest lens,” she says.

Beyond technology, Kodari says OPSM has worked with Diabetes Australia and the KeepSight diabetes eye check initiative, with over 20,000 patients registered through its optometrists in less than 12 months.

But Kodari is most proud of OneSight EssilorLuxottica Foundation, a charitable organisation providing access to quality vision care and glasses in underserved communities worldwide. OPSM optometrists can volunteer with OneSight and impact the lives of the one in seven people who lack access to proper vision care.

“During my time with OPSM, I have had the privilege of being part of numerous OneSight clinics and giving back to our local communities,” she says.

“Our OneSight EssilorLuxottica Foundation and the group’s ambitious implementation of corporate social responsibility programs – such as ‘Eyes on the Planet’ that includes our company’s commitment on climate change and is the first major step to becoming carbon neutral in our direct operations by 2025 – is something we are extremely proud of.

“Innovation and differentiation will continue to be key pillars in the future of the OPSM brand. Our adaptability and 90 years of heritage expertise will ensure OPSM’s continued success in an ever-evolving optometry landscape.”

1932 – The first OPSM store opened in Macquarie Street, Sydney.

1934 – Purchased and installed the first automatic bevel edging machines to be used in Australia.

1939 – Started a contact lens manufacturing service in Sydney with English optometrist Ken Ireland, who became the first person to make contact lenses in Australia with equipment ordered from overseas.

1950 – Began stocking surgical instruments after requests from eye surgeons who were experiencing difficulty sourcing equipment.

1962 – Publicly listed on the Australian Stock Exchange (ASX).

1962 – Evolution of the customer in-store experience through the creation of the first walk-up displays, so customers could select frames. Prior to this, frames were hidden away. This display method spread across OPSM and throughout the world.

1970 – The company acquired the license to manufacture soft contact lenses in Australia.

1970 – Over 100 stores established for the group.

1977 – After 20 years of lobbying, OPSM played a leading role in changing government regulations around optometry (except in SA, QLD and Tasmania).

1990 – The number of OPSM stores jumped to 268.

1991 – OPSM Bagot House opened in Adelaide, SA, becoming the largest optical retailer in the Southern Hemisphere.

1991 – OPSM chaired the National Optometric Panel, developing a relationship between OPSM and optometric professionals; between 1991 and 1996. As government legislation changed from state-to state, OPSM started employing optometrists for its stores.

1995 – Established the first OPSM store in New Zealand.

2001 – Acquired Australian optical brand Laubman & Pank.

2003 – OPSM group acquired by Italian eyewear conglomerate Luxottica.

2005 – Luxottica delisted OPSM Group shares from ASX.

2010 – OPSM opened the Eye Hub concept store in Hawthorn, Victoria, unveiling a new brand image. It offers customers everything in one place, including optometry expertise, advanced scanning technology, friendly informed service, on site labs, innovative interactive testing environments and a dedicated eye health learning zone.

2011-2013 – OPSM rolls out Optos ultra-wide digital retinal scans across its network, an exclusive leading-edge technology at the time.

2019 – OPSM re-opens its flagship store in George Street, Sydney.

2019 – Introduced audiences to its Life.Focused platform through an advertising campaign starring actor Liam Hemsworth.

2020 – OPSM offers tele optometry for its customers due to COVID-19 restrictions.

2021 – OPSM introduces the Clarifye patient experience to selected stores.

2022 – OPSM’s parent company Luxottica opens its first joint office with its partner Essilor in North Sydney as EssilorLuxottica.

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