THE WORLD’S LARGEST ONLINE EYEWEAR RETAILER RECENTLY
UNDERWENT A NAME CHANGE. NO LONGER CALLED CLEARLY CONTACTS,
THE COMPANY HAS REBRANDED ITSELF UNDER THE NAME CLEARLY.
The company was acquired by Essilor a year ago for more than $500 million leaving the eyewear
industry to wonder what the plans were for the online giant. Clearly CEO Roy Hessel offers insight
into what the name change, the new direction and a more industry inclusive retail strategy means
for the industry and online eyewear retail in Canada.
By Sarah McGoldrick
OP/ Why was it important for
Essilor to expand the online division
through Clearly?
RH/ Essilor International has a commitment to reach the global 2.5 billion
underserved people needing vision
correction. With the Coastal acquisition a year ago, the company has a
tremendous opportunity to reach more
people quickly and in ways it could not
before. The Internet plays an integral
role by widening access to proper
vision correction regardless of geography. Clearly’s online platform is a
key enabler to fulfill this global
commitment.
OP/ Why was the name change
needed?
RH/ When we acquired Clearly a year
ago, we gained an amazing platform
and an outstanding team. We knew
we had a business that had the potential to go beyond selling just contacts
and frames at an affordable price
to one that could fight poor vision
worldwide. The rebrand is our platform to celebrate and communicate
this new direction with consumers
and stakeholders. The company
originally started out selling contact
lenses and has since expanded its
product offering; the name Clearly
aligns with our overall mission to help
people see clearly, fight poor vision,
and make vision care accessible.
We believe the Internet will play a
key role in this effort, and Clearly is
dedicated to reaching this population
with even more vision correction solutions and better access to education
about eye health. Poor vision is one
of the world’s most easily treatable
health care challenges. The change in
our name better reflects who we are
as a company and value we bring to
the customers we serve each day.
OP/ How will the process work?
Will customers still order online
and have delivered to their home
or to the ECP?
RH/ Today’s consumers are more empowered than ever and we want to
continue to be their go-to destination
online for all their vision product
needs. That’s why we are expanding
our commitment to our customers
through greater awareness of eye
health, and increased offering of
quality and innovative products and
the ability to purchase where and
when they want. Customers can order
online and have it has delivered to
their home.
OP/ How do ECPs work into the
overall ordering process?
RH/ We believe that a good vision
correction solution starts first with
a good relationship with an eyecare
professional.
Optical Prism | July-August 2015 26