February 28, 2013
1 min read

Pearle Vision to shift focus to doctor-driven model, announces relicensing opportunities

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ATLANTA – Pearle Vision announced that it is in the process of rebalancing its portfolio to gear its presence away from retail and into eye care, a representative said at a press conference here at SECO.

"Our focus in priorities has changed," Tammy Reaves, vice president of licensing and development for Pearle Vision, said during the conference. "We’re now going to be doctor-driven. Our primary goal is to have doctors license our locations, so that they can provide for the neighborhood as eye care centers. Pearle is now about eye health and eye care. We’re embracing the doctor side of the business, targeting doctors to become our licensed operators."

In line with this new mantra, Pearle Vision plans to relicense, or "flip", 34 locations in 10 states over to doctor- and eye care-driven establishments and is looking for optometrists who have the ability and desire to leverage a strong operational system, provide exceptional eye care and superior patient service, while contributing to the community in which their center is located.

"If an applicant is not interested in contributing to their community, we’re not interested in them," Reaves said.

Florida, Ohio and Michigan were identified as the first markets for Pearle’s relicensing effort, specifically Miami, West Palm Beach, Naples, Jacksonville and Orlando in Florida; Cleveland, Columbus and Cincinnati in Ohio; and Detroit, Grand Rapids, Lansing and Flint in Michigan.

Pearle Vision also plans on redesigning its physical presence including a new store design for each location and a new logo. Prototypes for this new look and feel will open in various regions across the country in July, with an official, nationwide launch planned by November.