Jon Muir, president and CEO.
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HAYWARD, Calif.—Cal Optix is the new name of the company formerly known as California Accessories. The new identity for the 80+ year-old company, which started out as California Optical Leather in 1935 and offers eyewear cases, optical accessories and readers, reflects the new strategic focus of its leadership team, which is planning to communicate to customers about its new product range and its new service approach to retail accounts.

Jon Muir, who was named president and CEO of the company mid-year 2015, told VMail, “The change, which we’re rolling out now with a full debut at Vision Expo East, will be visible in our new booth, our new presentation of product lines. We want the new name to reflect our company’s positioning, back to its roots in the optical industry and we’re taking a fully refreshed approach to our positioning going forward.”

Muir comes from the sporting goods field, with a 17-year career at Wilson Sporting Goods, where he started as a territory sales manager in Southern California, later working at a variety of sales and marketing management positions. He was eventually named worldwide general manager of the Wilson Racquet Sport division, where he led and managed global brand strategy, as well as overall sales and marketing operations for the past eight years. Muir also served two terms as president of the Tennis Industry Association.

Since he moved to the San Francisco Bay area for his new role at what is now Cal Optix, Muir restructured and reorganized the company’s sales and marketing leadership last fall, bringing in two new VPs in sales roles. This includes Cory Springer, a former senior executive at Wilson, who is now leading the group’s core optical channels business, and Lori Kumar, a former senior executive at Walmart, who is heading the general/mass retailer channel of business. A new merchandising director will also lead the product teams by channel.

Among the company’s new offerings will be a new collection in the readers category, offering an innovative sports inspired range and readers featuring premium optical quality lenses with AR coating, which will be launched at Vision Expo.

“We are a strong sustainable business, a great team and culture and are looking to contribute to an industry that is truly helping people to live better and see better, one that envisions new products and solutions for a fun and healthy lifestyle,” Muir said.

A new website for Cal Optix is expected to be launched mid-year.