VSP Global enters brick-and-mortar retail with the opening of the company’s first two Eyeconic stores in the country.
The first store, located at 1647 North Damen Avenue, is already opened. The second store, located at 916 W. Randolph Street, will open to the public on July 13 and host a grand opening celebration on July 27.
The stores are an extension of VSP’s ecommerce site, connecting products, services and a VSP network doctor to retail-minded consumers who are looking for experiences that bridge the divide between digital and physical.
“We are thrilled to bring the very first Eyeconic stores to Chicago and offer customers a differentiated eye care and eyewear experience,” said Bill Vaughan, President of VSP Retail. “Transparent prices and seamless digital and physical retail access are the cornerstones of our brand. And in partnership with a Doctor of Optometry, we now offer comprehensive eye exams using state-of-the-art technology to ensure eye health and wellness remains the focal point of our customer journey.”
As previously announced, VSP chose to launch the Eyeconic stores in Chicago based on higher out-of-network claims the company was seeing at optical chains and mass retailers in the city. VSP Vision Care is the nation’s largest not-for-profit vision benefits company and covers one in four people in the United States.
“A strategic, wholly owned retail footprint helps meet client expectations and contributes to a healthy and competitive network,” said Michael Guyette, President and CEO of VSP Global. “By reducing out-of-network leakage, we also ensure members in Chicago are getting the most value out of their benefits—particularly those who fall into the 20 percent of consumers who prefer mass retail and online-based eyewear stores over private practice. This also opens new employment opportunities for VSP network doctors who desire to practice full-scope optometry in a retail setting.”
Each Eyeconic store will feature a curated selection of about 500 men’s, women’s and kids’ frames from over 30 brands that span fashion, lifestyle and performance categories including CALVIN KLEIN, Nike, Salvatore Ferragamo, DKNY, Cole Haan and many more. Bundled frame and lens packages offer simple and transparent pricing and sales associates do not work on commission. The stores will also offer all major brands of contact lenses.
Patients can schedule eye exams online and browse eyewear before coming in to see a VSP network doctor. Endless aisle integration with virtual try-on at eyeconic.com will expand total frame options to over 60 brands and 2,300 styles.
“As we conducted research, we identified a unique, uncommitted consumer who is looking for simplified shopping, transparency and convenience when it comes to their eye care and eyewear-buying experience,” said Vaughan. “We are building the Eyeconic brand to meet the needs of discerning customers. That includes many residents in Chicago’s dense urban market of about 2.7 million people, where over 400,000 VSP members live and work today.”