BUSINESS Now Optics Rebrands My Eyelab to Stanton Optical By Staff Thursday, November 16, 2023 12:24 AM DELRAY BEACH, Fla.—After extensive consumer research, Now Optics is rebranding My Eyelab to its sister brand, Stanton Optical. According to the company, this strategic rebranding underscores a commitment to modernizing eyecare and delivering convenient, personalized and seamless shopping experiences to today's busy, value-conscious customer. The decision to rebrand My Eyelab to Stanton Optical was a result of a recent Now Optics' study on My Eyelab clientele's changing needs, shopping behavior and preferences, the company said. The study revealed that 82 percent of eyecare consumers said getting glasses made in three days or less was one of the most valuable features when considering where to purchase eyewear. The research also highlighted that 74 percent of customers indicated receiving good value for their money was important when deciding where to purchase eyewear. "What we discovered is that post-pandemic eyecare shoppers are adapting their buying behaviors to match shifting economic conditions," said Lukana Justin, SVP of marketing at Now Optics. "Eyecare consumers are looking for options that stretch their dollar further, but do not want to compromise on receiving eyewear products faster. Stanton Optical—a retail brand that places a higher value on convenience and value—is a natural and stronger fit for today's eyecare customers." The decision to rebrand My Eyelab to Stanton Optical took place in May, with the first My Eyelab conversion taking place in Norfolk, Virginia and the last market converting in Miami/Fort Lauderdale in November. This brand transition creates a larger footprint, expanding the ability to serve eyecare customers across the U.S. Compared to 167 locations for My Eyelab, the transition will allow eyewear shoppers to use 277 Stanton Optical for all their eyecare and eyewear needs. Stanton Optical also has the ability to fulfill a high percentage of orders on the same day, in as little as 30 minutes—made possible with new in-store labs. Even online customers can pick-up their glasses in-store in an hour, according to the company. Also, for $79, patrons can get two pairs of glasses, an eye exam, anti-glare/UV lenses, as well as same-day service. "Thanks to our retail brand's strength in numbers, compelling eyecare services, and wide array of products, Stanton Optical is a force to be reckoned within the eyecare industry," said Daniel Stanton, CEO of Now Optics. "We provide a shared vision and customer-centric approach, ensuring that patient interests are at the forefront of our operations. This is an essential message for the industry to understand: we are here to champion the interests of patients while providing a robust, independent and entrepreneurial alternative." Now Optics’ retail brands, Stanton Optical and My Eyelab, are among the nation's fastest-growing, full-service retail eyecare centers. The company continues to expand its retail footprint with almost 300 corporate and franchise locations in 30 states. Ninety-four percent of all My Eyelab stores joined the Stanton Optical network. There are now 192 Stanton Optical corporate stores and 86 Stanton Optical franchise stores.