Visionworks Completes Its Nationwide Rebranding


SAN ANTONIO—After over two years of rolling out rebranding and store remodels across the country, Visionworks announced that, as of Nov. 24 , all its 615 stores are now operating under the Visionworks banner. The rebranding culminates with the renaming and remodeling of the Empire Vision and Davis Vision stores in New York.

The rebranded stores, in addition to providing the convenience of nationwide brand recognition, offer an enhanced layout and appearance and a larger selection, with a greater variety of contemporary eyewear styles and brand names at affordable prices, the culmination of Visionworks’ “A Better You” brand promise, the company noted.

Visionworks, formerly known as Eye Care Centers of America, operated under 16 different retail store names until it launched its nationwide rebranding initiative in June of 2011. Visionworks is the third-largest U.S. optical retailer, as ranked by Vision Monday’s most recent Top 50 Retailers.

Jim Eisen, president of Visionworks, said, "Our rebranding initiative is a key element of our integrated business model. We did more than just change the name to Visionworks. We've enhanced the shopping experience for our customers by listening to what they told us they wanted, from an easy to navigate layout, to better lighting, and additional mirrors. We are committed to delivering on our brand promise of having the most frames, the best people and the right prices."

Added Lionel Gilels, founder of Empire Vision Centers, “Visionworks and HVHC, Inc. have always shared my vision to increase access to optical services for all people. I have been proud to partner with them to provide eyecare throughout the state of New York for more than 30 years and am very proud of the way the stores look and feel after the rebranding.” Larry Davis, owner and family namesake of the Davis Vision stores commented, “The newly remodeled stores, with their wide selection of styles and modern layout, build upon the legacy of excellence that Davis Vision retail stores have achieved in the communities they serve.”

The Visionworks stores continue to accept all the same vision insurance plans as before the rebranding, including Davis Vision.

“Our goal is to make eyecare more affordable and accessible to our customers,” David Holmberg, CEO of HVHC, Inc., parent company of Visionworks, said. “The completion of our nationwide rebranding is an exciting step forward for our integrated business model, which we believe is a sign of the future of the health care industry.”

Visionworks is a wholly owned subsidiary of HVHC, Inc.