GREEN BAY, Wis.— Shopko Optical has introduced its new Asher & Ivy eyewear collection available exclusively for purchase online. Described in a company statement as having “hipster attitude and a bit of geek chic,” the Shopko original eyewear line went live online on the company’s updated website last week.

Don Bye, vice president of Shopko Optical Services, said, “The Asher & Ivy exclusive eyewear collection is trend-forward, fresh and fun. We are thrilled to introduce this new brand on our enhanced website.” He told VMail that the online-only launch was at least two years in the making as the 36-year-old optical chain decided how it would enter the online retailing space.

While Asher & Ivy Eyewear will only be available for purchase online, eyeglasses can be shipped to any of Shopko’s 142 Eyecare Centers nationwide. The optical chain ranked 14th in Vision Monday’s 2014 Top 50 U.S. Optical Retailers report.

Finished eyeglasses in the Asher & Ivy line retail for $79.99 to $99.99 and are covered by Shopko’s 120-day satisfaction guarantee, which offers a full refund. The base price includes single vision plastic lenses, and add-ons such as polycarbonate, high index, anti-reflective, sunglass tints, and photochromic lenses are also available, Bye told VMail. A virtual try-on feature enables shoppers to try before they buy by uploading photos of themselves to see how the frames will look on their face.

Rx verification is a must, Bye told VMail, and will be conducted by the company’s in-house lab, where an additional phone bank has been added to call prescribing optometrists. Prescriptions generated by Shopko optometrists will be communicated electronically by computer.

For every Asher & Ivy frame sold, Shopko will donate a pair of eyeglasses to someone in need through various regional VOSH International chapters. In addition, all the packaging materials are produced by an eco-friendly process utilizing recycled materials and water-based inks.

In addition to the introduction of the Asher & Ivy line, other updates on the Shopko Optical website include the virtual try-on capability, which is already functional, and an automated web scheduler that is expected to go live next week, Bye told VMail.