Vision Expo is a Major Draw for Canadian Optical
Canadians Flock to New York in Great Numbers

By Roger Mummert

New York, NY: International Vision Expo New York, which was held at the Jacob K. Javits Convention Center April 10th through 13th, was a major draw this year for the Canadian optical industry. Representatives of optical manufacturers, retailers and eye care practitioners from across Canada saw new eye care products, attended industry events, and also enjoyed the nightlife, restaurants and attractions of New York City, all in great numbers.

There were 4,989 international pre-registrants, including 1,681 Canadian pre-registrants – representing a 49 per cent rise from 2007. Of more than 500 exhibitors, 11 were from Canada, down from 15 in 2007, according to Reed Exhibitions, which partners with The Vision Council in presenting Vision Expo.

“The show was very busy, and there was a huge influx of Canadians,” said Mehran Baghaie, president of Spectacle Eyeworks, who had a booth on the Galleria level. “The currency is so strong, and New York is always fun.”

“We saw customers from Newfoundland to British Columbia,” reported Greg Beers, national sales coordinator for Viva Canada. “It was a great opportunity for us to meet Canadians from coast to coast and to show them our new luxury brands.”

Regard-Action, a Montreal-based optical buying group, chartered two buses to carry 88 members and spouses to Vision Expo this year. The show was “a very good experience, and a lot of fun,” said Bernard Gagnon, development director for the 15-year-old buying group with 165 members. "People went to see new trends, and with so many new frame styles coming out, seeing them all at the show makes it easier to make selections with reps later on,” he explained.

Transitions co-hosted a Friday night Nikon customer appreciation party at the nightclub Arena that was attended by about 350 Canadians. “There was a lot of high energy, and it was nice to see so many Canadians coming together to celebrate the industry,” said Nancy Godmaire, marketing coordinator for Transitions Optical Canada.

An added incentive for Canadians to attend the show in New York: This year, Vision Expo continuing education COPE-approved courses were granted accreditation in Canada.

Alain Lachambre, president of Audace Lunettes, noticed a lot of Canadians visiting his booth in the Galleria. While the strong Canadian dollar may have brought more countrymen to New York this year, he said that it is not a factor in the cost of his line, which is manufactured in France.

A prominent theme at Vision Expo was the integration of fashion apparel and fashion eyewear. Among frames exhibitors, both Viva and Sàfilo figured prominently in this. Sàfilo hosted a series of fashion shows that tied in clothing (e.g. Jimmy Choo shoes with its newly licensed Jimmy Choo eyewear). The shows, with live models on a runway that rises out of the Sàfilo booth, ran at various times throughout the weekend and drew large crowds to the Sàfilo booth.

Viva premiered a new and expanded booth that used a galleria approach to display its 19 brands of eyewear. “We saw a higher number of quality appointments this year,” said Jon Martinez, public relations and advertising manager for Viva International Group. “Many more people came in with the intention of buying.”

Wescan used Vision Expo as a launch for high-energy campaigns for Kliik and Fysh. Kliik is a line of eyewear from Denmark that “makes the connection” between style and statement, according to its current campaign. The campaign for Fysh Eyewear, which is identified as urban kool, employs online social networking (à la Facebook) to spread the word virally about the brand.

“The show was wonderful,” said Michael Suliteanu, co-president of Vision Expo this year. “We saw our Canadian and U.S. customers and also began discussions with new customers in six different countries.”

Transitions Optical has a number of initiatives specifically for the Canadian optical market, said Christine Underhill, business manager for Transitions Optical Canada. The company just ended an “Experience Transitions VI Tour” across Canada, where over 2000 eye care practitioners learned about the enhanced performance of the new generation of Transitions lenses. A second phase of the tour began in April and is continuing in May. Included are events in Winnipeg, Victoria, Halifax and Ottawa.

Visitors to the Bollé booth, learned about a re-launch of the Rx program that allows an accurate prescription in a wrapped frame. The Bollé brand is aimed at a sporty, active lifestyle and is priced below the luxury sister line Serengeti, said Tim Hurl, director of Canadian operations for Bushnell Outdoor Products, which manages both brands.

Taking a booth each year at Vision Expo is a great way to reinforce business relationships and to have a presence, said James April, vice-president of Montreal-based Ronor, which manufacturers optical accessories. The company highlighted several new compact care kits with eyeglass cleaning solutions and cloths. The Canadian optical market remains strong, especially in the resource-driven west, despite downturns in the U.S. economy, said April.

“The economy is a little down, but optical is not affected as much as some other businesses since people need to fill a prescription,” said Steve de Pinto, president of Centennial Optical. De Pinto added that there was excitement about new frames that are laser etched in intricate designs, as well as in freeform optics which can dramatically improve eyesight. 

For more information about Vision Expo East, please log on to www.visionexpoeast.com.