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MASON, Ohio—Pearle Vision has continued to forge ahead with its expansion plans this year, even through the environment of a pandemic, according to Alex Wilkes, general manager of Pearle, a division of the Luxottica Retail Group. “We started with a very solid pipeline in 2020 and haven’t had anyone fall out of the pipeline since the pandemic, in fact, we have seen it expand.”
Wilkes emphasized, “The resilience of our pipeline has been amazing. We currently have 53 new ones under contract to be opened over the next few years, via our area development deals. And, during the pandemic we have opened 11 new franchised locations, so we are exceeding our internal expectations.”
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Most recently, as VM reported, in June, Pearle signed a new franchise area development agreement in the Sacramento, Calif. region and in April, announced agreements in Southern California and Colorado Springs.
Pearle Vision operates more than 500 eyecare centers throughout the U.S., Canada and Puerto Rico. Its licensed owners with area development agreements are granted exclusive territory rights and pay a reduced franchise fee and lower royalty fees, according to Pearle Vision’s announcements.
Pearle has continued its messaging to patients with a “doctor forward focus, emphasizing the group’s position as the brand that cares for eyes, inspired by the award-winning campaign. As it did late last year, Pearle continued to underscore the messaging of caring in its “Small Moments” campaign in early 2020, featuring story telling with the characters of Olivia and Ben and their personal connections to seeing clearly. When the pandemic arrived, the Pearle marketing team pivoted to a new message, now running and offering a way for Pearle to reimburse patients’ co-pay toward their eye exams or to take care of the cost of their exam during trying times. “It’s a message that’s resonated with customers,” Wilkes said.
Also conceptualized in the past year, Pearle has been seeing traction with its Ignite program. Wilkes said, “In the next couple of months, we’ll have 12 total Ignite locations opened this year and several more in process. And we have others in due diligence now. Existing franchisees want to take on an additional location and there are independent practices keen to talk to them.”
Ignite is “a strategic independent optometrist conversion program,” which Pearle says is tied to its commitment to growing the Pearle brand in new communities.
Noted Wilkes, “Given the climate we are in today, there are many resources that we can offer, that are appealing to independent doctors with an entrepreneurial spirit. Ignite offers solutions for independents who are seeking greater structure, support and marketing expertise.”