LensCrafters 2011 Annual Report Download - page 45

452.7 DISTRIBUTION
PEARLE VISION
Acquired by Luxottica in 2004, Pearle Vision is one of the largest optical retail chains in
North America. Although LensCrafters and Pearle Vision target both the mid- to high-end
customer brackets, their positioning is complementary. Pearle Vision focuses on the factors
that made the brand a success: customers’ trust in the doctor’s experience and the quality
of service they receive. Many Pearle Vision stores are located in strip malls instead of the
conventional malls where most LensCrafters and Sunglass Hut stores are located.
The successful relaunching of the Pearle Vision brand in 2004 and 2005 was centered on a
return to its original values, which had made Pearle Vision the “Home of Trusted Eyecare”
for generations of Americans.
As of December 31, 2011, Pearle Vision operated 310 corporate stores and had 352 fran-
chise locations throughout North America.
Since 2004, Luxottica also operates a network of retail locations in North America operat-
ing as Sears Optical and Target Optical, known as “Licensed Brands,” which use the brand
names of their respective host American department stores. These points of sale offer
consumers the convenience of taking care of their optical needs while shopping at these
department stores. Both brands have a precise market positioning that Luxottica has rein-
forced by improving service levels while strengthening their fashion reputation by offering
brands such as Ray-Ban and Vogue. As of December 31, 2011, Luxottica operated 802
Sears Optical and 330 Target Optical locations throughout North America.
OPSM
OPSM, leader in the optical retail market in Australia and New Zealand, operates as a lead-
ing eyewear retail brand for luxury and fashion-minded customers. As of December 31,
2011, Luxottica operated 318 stores and seven franchise locations throughout Australia.
OPSM also has 46 owned stores in New Zealand, mainly in large urban areas.
LAUBMAN & PANK
Laubman & Pank is well-known for its high quality assortment and services. Laubman &
Pank’s target segment is the “independent” optical shopper looking for quality eye-care
and services. As of December 31, 2011, Luxottica owned 62 stores throughout Australia.
LICENSED
BRANDS