Registering allows you to get exclusive online offers and e-newsletters.

Expansion

Sterling Eyes Further Expansion

 

VisionMonday

October 27, 2003

By Cathy Ciccolella, Editor-in-Chief

 

 

GARDEN CITY, N.Y.—With 14 new franchised stores opened in the first nine months of 2003 and four more planned by year-end, Emerging Vision’s Sterling Optical chain is looking to strengthen its expanded market position with a new “model inventory” merchandise selection for its franchisees.

In addition, new merchandising campaigns slated for 2004 will stress the strength of its 90-year-old VM Oct. 27 PhotoSterling Optical and 25-year-old Site for Sore Eyes retail brands, say Sam Herskowitz, Chris Payan, and Myles Lewis, Emerging Vision’s three co-chief operating officers. “We’re delivering the message that both brands are here to stay as a positive force in the industry,” said Herskowitz.

 

For now, store expansion is focused in the chain’s key current markets, including California, Virginia, Maryland, New York,
Sterling Optical's (l to r)                 Sam Herskowitz, Chris Payan, and Myles Lewis say the chain is poised for further expansion.
Pennsylvania, Wisconsin, and Washington, D.C. “We’ve been holding seminars for prospective franchisees in those markets, primarily targeting people currently in optical from all three Os who are interested in growing with us,” he noted.

As the 178-store retail operation expands, “we continue to strive for more and more consistency of product throughout the chain,” Herskowitz told VM. Beginning earlier this year, Sterling began implementing a new model inventory of about 500 eyewear SKUs, representing roughly half a typical franchised store’s product mix; vendors whose product is selected are expected to provide increased merchandising support. The other half of the store’s inventory is selected by the franchisee based on local market conditions.

The three co-COOs point proudly to the fact that the company has returned to profitability. Said Payan, “We continue to streamline our business so we can operate as efficiently and effectively as possible in light of our continued growth.”