National Vision’s America's Best Retail Brand Expands Prive Revaux Partnership to All Locations

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NEW YORK and DULUTH, Ga.—Prive Revaux, a celebrity-supported eyewear brand that debuted two years ago, will continue its retail expansion and exclusive optical partnership with America's Best Contacts & Eyeglasses, a retail brand of National Vision Holdings Inc. (NASDAQ: EYE), according to an announcement Monday. The companies said the national expansion move follows “an extremely successful pilot program at select America's Best locations.” Prive Revaux is now available at its more than 700 locations nationwide. "During the pilot phase, customers really embraced Prive Revaux, and we are thrilled to be able to offer their stylish frames to our America's Best customers nationwide," National Vision senior vice president of merchandising Megan Molony said. "The partnership allows us to offer our customers a fantastic blend of stylish frames at a price they can afford—and we are thrilled to be Prive Revaux's exclusive optical retail partner."

A national advertising campaign from America's Best, which includes social, digital and TV elements as well as dedicated in-store Prive Revaux fixtures and marketing assets, is planned, the announcement noted. And in-store events are expected throughout the year. The brand’s celebrity partners include Jamie Foxx, Hailee Steinfeld and Ashley Benson.

An assortment of Prive Revaux's “handcrafted, on-trend frames—in both sun and optical”—at America's Best locations are priced starting at $30 per pair for non-prescription sunglasses. During an introductory offer in January, customers can purchase two pairs of optical frames with single vision lenses for $89.95, the announcement noted. Prive Revaux frames are made with high-end materials, including acetate and proprietary lightweight, yet durable metal alloy. Most sunglasses have polarized lenses with UVA/UVB protection.

"I am so proud of our brand and how far we have come in only two short years," Steinfeld said. "Our expansion with an amazing group like America's Best is representative of that progress.”

Prive Revaux founder David Schottenstein said he is proud of the brand’s initial success with America's Best. “This is an exciting time for us, and we look forward to supporting this expansion and our continued growth with our partners at National Vision," he added.

The partnership expansion kicks off Saturday, Jan. 11, with an in-store shopping event and customer meet-and-greet with Steinfeld at America's Best Contacts & Eyeglasses in Glendale, N.Y. The store is located in The Shops at Atlas Park, 8016 Cooper Avenue, and the event runs from 2 p.m. until 4 p.m.

"With Prive Revaux we just want to make great eyewear, where people really appreciate the price point and quality—sunglasses and frames that are fly and affordable," Prive Revaux brand partner Foxx said. "National Vision understands that, and I couldn't be more excited about our future together."

VMail reported  on the companies' initial collaboration in January 2019. More recently, Prive Revaux has expanded its own management team and has moved into optical frames as well as sunglasses, per the company, as VMail reported in September 2019.