Nicola Brandolese, president of Luxottica Optical Retail North America.

NEW YORK and MASON, Ohio—The new LensCrafters shops within Macy’s department stores, slated to open starting in April 2016 as part of a three-year exclusive partnership deal between the two national U.S. retailers, are likely to be in high visibility traffic areas, most likely set up inside the larger Macy’s locations, and where possible, they will be close to the already-present Sunglass Hut departments within Macy’s. “This will drive leverage for our companies to enhance the shopping experience and service of the Macy’s customers,” said Nicola Brandolese, president of Luxottica Optical Retail North America.

Brandolese told VMail that the first geographic market and the determination of the specific locations/cities to follow have not yet been finalized. The deal calls for as many as 500 LensCrafters shops within Macy’s to be opened within three years. “We are working on a list with them, in different formats, to define the locations that make the most sense for them and for us.”

However, he did say that the new shops will average about 1,000 square feet, with approximately 500 square feet to 700 square feet established for the selling area and the remainder for doctor’s office and exam areas. “We will feature a very broad assortment of premium and luxury frames, including such Luxottica brands as Prada, Armani, RayBan and Oakley and others, as well as certain non-Luxottica brands. The assortment will be curated for Macy’s,” and he noted that the Rx spectacle lens sections will reflect the lens choices of a LensCrafters, “although we will make some assortment choices based on what will make the most sense.”

Brandolese added that prescriptions will be filled by either nearby LensCrafters stores or Luxottica Retail central labs, “using the routing capabilities that make sense.” As reported, there will be exam services in all the LensCrafters’ Macy’s stores, and LensCrafters will sublease with doctors for the majority of stores. “Optometrists will have the chance to serve the Macy’s guests as they do their patients at LensCrafters. It’s a core part of what we do.”

The two companies announced their arrangement earlier this week, as VMail reported, whereby LensCrafters would become the exclusive optical retailer of Macy’s and the first optical retail brand to expand nationally in a major department stores, while Macy’s will be the exclusive department store host of LensCrafters shops.

This week’s licensed department agreement builds on an already successful relationship between the two companies that has resulted in the opening of approximately 670 of Luxottica’s Sunglass Hut locations within Macy’s stores to date.

As of today, Brandolese said, Sunglass Huts do not offer prescription sunwear. “Obviously, though, this new arrangement helps the two businesses and we intend to be able to enhance Rx sun potential soon.”

The new LensCrafters shops within Macy’s will be “consistent,” Brandolese said, with the new store design being developed by LensCrafters now for all their stores, with a new prototype and further testing anticipated to begin soon. This is part of the Luxottica Group (NYSE:LUX) previously announced multimillion dollar investment in LensCrafters, reflecting the division’s strong overall performance and comp store sales, which will result in a refurbishment of all stores. “The new Macy’s formats will be specific to Macy’s but be consistent with the new and modern brand experience that LensCrafters is creating for its cutomers,” he said.

Brandolese said, “Macy’s is a tremendous brand. And we are sure this bold move will prove out for both companies. This initiative will drive brand awareness and trust to LensCrafters overall and we will be bringing to Macy’s consumers and guests a much better eyecare and eyewear offering and innovations. There are great synergies.”

He added, “LensCrafters has been performing extremely well, their whole team working hard on the foundations for the business. We will test a lot about the digital and consumer journey over the next years. Retail has a massive role in our growth expansion plan.”

There are currently 10 LensCrafters Optique shops in Macy's stores in Florida and one in Arizona (11 total), which have been in operation for over 10 years. The new national partnership, Brandolese said, will be “very different in terms of design and experience. The old stores we have with them are not representative of what we’ll do together in the new arrangement.”