Visionworks’ Greg Hare on Navigating Today’s Optical Retail Landscape

As eye care increasingly intersects with fashion retail and consumer experience, large-scale operators are under pressure to deliver both clinical expertise and product choice. Visionworks, a VSP Vision company and the eighth-largest optical chain in the U.S., operates more than 750 locations across 41 states and Washington, D.C., offering comprehensive eye exams alongside an expansive assortment of frames designed to meet a range of patient needs and personal styles.

Against that backdrop, Greg Hare, Visionworks’ president, spoke with WWD about navigating today’s optical retail landscape — from evolving consumer expectations to the role of product, service and scale in a competitive market.

WWD: The U.S. optical industry continues to grow in value, even as overall product and exam volumes soften. From your vantage point, what’s really driving growth right now — pricing, product mix, insurance dynamics or something else?

Greg Hare: There is growing awareness that healthy vision is deeply connected to overall health and wellness, and that shift in mindset is shaping growth across the industry. 

At the same time, tighter budgets are making consumers more intentional about how they spend. They are looking for clear value, transparent choices and trusted expertise that helps them feel confident in their decisions. At Visionworks, our focus is on simplifying the entire experience, from exam to eyewear, so customers can move forward with confidence. 

WWD: Visionworks operates at the intersection of health care and retail. How do you balance clinical trust and medical necessity with the fashion and lifestyle aspect of eyewear? Has that balance changed in recent years? 

G.H.: We believe clinical care and great eyewear are part of one connected experience. When the journey is clear from exam to frame selection, customers feel confident rather than overwhelmed. The optometrists affiliated with our stores are licensed doctors of optometry who provide comprehensive eye exams and play an important role in identifying early signs of broader health issues through eye health. They choose to practice in our stores because they care deeply about serving their communities and expanding access for patients who prefer a retail setting for their eye care. 

We also know customers want eyewear that fits their lifestyle – comfortable, stylish and easy to choose. Over the years, we’ve worked to elevate both sides of that experience through stronger clinical partnerships, more intuitive store layouts and a style assortment built around real-life needs. 

WWD: Are today’s customers approaching eyewear as a functional purchase, a fashion purchase or both? Are you seeing longer replacement cycles or are shoppers increasingly building wardrobes — multiple pairs for different moods? 

G.H.: It’s absolutely both. People want eyewear that is functional but also fits their lifestyle and personality. Now more than ever, eyewear is becoming a statement accessory, and we’re seeing people build an eyewear collection that provides a variety of options depending on the occasion, their mood and their personal style.  

WWD: What frame trends are truly resonating right now — bold acetates, transparent colors, wire frames, oversize silhouettes — and is it different based on region? Are customers leaning toward recognizable designer brands, or is there a growing appetite for independent and newer labels? 

G.H.: Customers today are gravitating toward frames with personality, including oversize shapes, colored lenses and sport-inspired styles. We also continue to see strong interest in trusted, recognizable brands like Nike, Lacoste and Kendra Scott that bring a built-in reputation for quality, style and durability. People want frames that not only look great but hold up during everyday activities, and our assortment is built with that in mind.  

WWD: How do you think about the balance between global designer brands, private label and curated independent collections? Where do you see the strongest margin and growth opportunity within that mix? 

G.H.: We do not evaluate our assortment through the lens of global brands versus private label or independent collections. We curate our frame boards around how people actually shop, organizing by shape and price rather than by brand. This approach makes it easier for customers to find frames that fit their look and budget, while giving us the flexibility to optimize the mix and drive strong margin and growth across categories.

WWD: Looking five years out, where do you see the greatest untapped growth potential — premium lenses, myopia management, sunwear, second-pair conversion, contact lenses or something else entirely? 

G.H.: Some of the strongest opportunities for growth sit in categories that support overall health and well-being. There’s growing awareness that eye exams are a key touchpoint for overall health, not just eyesight. That’s why I believe we’ll see rising interest in areas that make it easy to care for your eyes in everyday life like retinal digital imaging and other early detection tools, year-round sun protection, eye strain and screen comfort solutions, and myopia management. 

WWD: With more than 750 locations nationwide, how are you thinking about physical expansion versus optimizing existing stores? And evolving the in-store experience to reflect how consumers shop for eyewear? 

G.H.: Our priority is elevating and simplifying the experience in the communities we already serve, while positioning the brand for thoughtful growth. We continue to modernize our stores to reflect how customers shop today, from more intuitive layouts organized around how people make decisions to streamlined check-in and checkout processes that make the visit feel seamless. Our 100-Day Guarantee reinforces that confidence, giving customers the freedom to explore new looks without pressure. 

At the same time, we see opportunity to expand strategically in markets where access to care is limited and demand for a clear, integrated experience is strong. Growth for us is not just about adding locations, but about ensuring every store delivers the standard our customers expect. 

WWD: Access to eye exams can be a limiting factor across the industry. What are the biggest challenges today around doctor availability and clinical workflow — and how are you ensuring the experience feels seamless from exam to eyewear purchase? 

G.H.: We know getting an eye exam can be a hurdle. The biggest challenges across the industry tend to be appointment availability — especially evenings and weekends — and steps that can slow down a visit, whether that’s repetitive intake steps, insurance questions or unclear next steps after the exam. 

That’s why our approach starts with access to trusted optometrists in our communities, with evening and weekend appointment options and easy online scheduling. In the exam, pre-testing and digital tools keep the visit moving, and patients leave with simple, plain-language recommendations. Then we pair them with a staff member who already understands what the optometrist suggested, so choosing eyewear feels supportive and straightforward.  

WWD: In optical retail, turnaround time is something customers feel immediately. What is your competitive promise when it comes to speed?

G.H.: We’re all about respecting time, and that extends to ordering glasses. We’ve equipped our labs with reliable technology, tight coordination and strong supply-chain partnerships, helping us deliver well-made eyewear on schedule. And our 100-Day Guarantee means customers have plenty of time to make sure their glasses look and feel just right. 

WWD: VSP has expanded doctor-remote and digital capabilities in recent years. Where does technology meaningfully enhance access and efficiency — and where do you believe the in-person experience will always matter most? 

G.H.: Technology plays an important role in making eye care more accessible and efficient, but what matters most is connecting patients with optometrists they trust. Our eye exams take place in person within our stores, ensuring a hands-on, comprehensive experience. 

In some cases, patients may consult with a doctor via live video within the store setting, which allows us to expand access while maintaining the same standard of care. Our digital tools also make it easier to schedule appointments, complete paperwork ahead of time and move through visits more smoothly. 

Our goal is to use technology thoughtfully to enhance access and streamline the experience, while preserving the human expertise and trust that defines great eye care. 

WWD: Online sales remain a small percentage of the category overall. How do you see digital evolving — not just for reorders, but for style discovery, education and driving traffic into stores?

G.H.: For many people, the shopping journey begins online, and it can be a great source of early excitement. Our website is a good starting point for customers to browse styles, understand lens options and arrive in our stores energized and confident in the decisions they’re ready to make. That momentum sets the stage for an even better in-store experience, where our teams bring everything to life with in-person try-on, real guidance and a simple path to the right choice.