OPSM
OPSM (Optical Prescription Spectacle Makers) is a leading eye care and eyewear retailer in Australia and New Zealand.
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Native name | Luxottica Retail Australia Pty Limited |
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| Type | Subsidiary of Luxottica |
| Founded | 1932 |
| Headquarters | Sydney, Australia |
Area served | Australia, New Zealand, Singapore, Malaysia, Hong Kong |
| Brands |
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| Owner | Luxottica Group S.p.A. |
| Website | opsm |
Through its technology and exceptional service, OPSM’s goal is to raise the standard of eye care and overall eye health. In addition to its eye care services, OPSM also offers an exclusive range of optical frames and sunglasses from international brands.
OPSM was acquired by Luxottica in 2003.
History
1932 - The first OPSM store was opened in Macquarie Street, Sydney, name written in full: Optical Prescription Spectacle Makers. It opened with a staff of 5, with a 6th employee (a 17-year-old trainee optical dispenser) starting the following year; all the stock of frames and lenses were on consignment
1934 - Purchased and installed the first automatic bevel edging machines to be used in Australia
1939 - Started a contact lens manufacturing service in Sydney together with English optometrist Ken Ireland, who became the first person to make contact lenses in Australia with equipment ordered from overseas
1950 - Started stocking surgical instruments after requests from eye surgeons who were experiencing great difficulty in sourcing equipment
1962 - Publicly listed on the Australian Stock Exchange (ASX)
1962 - Evolved the customer in-store experience through the creation of the first walk up displays, so customers could select frames. Prior to this, frames were hidden away. This display method spread across OPSM and throughout the world
1970 - Acquired the license to manufacture soft contact lenses in Australia
1970 - Over 100 stores established for the group
1977 - After 20 years of lobbying, OPSM played a leading role in successfully changing government regulations around optometry (except in SA, QLD and Tasmania)
1982 - OPSM one of the official sponsors of The Commonwealth Games in Melbourne
1990 - The number of OPSM stores jumped to 268
1991 - OPSM Bagot house was opened in Adelaide, South Australia becoming the largest optical retailer in the Southern Hemisphere
1991 - OPSM chaired the National Optometric Panel developing a relationship between OPSM and Optometric professionals; between 1991 and 1996, and as government legislation changed from state to state, OPSM started actively employing optometrists for their stores
1995 - Established the first OPSM store in New Zealand
2001 - Acquired Australian optical brand Laubman & Pank
2003 - OPSM group acquired by Italian eyewear conglomerate Luxottica
2004 - OPSM head office moved to the current location in Macquarie Park, Sydney
2005 - Luxottica delisted OPSM Group shares from the Australian Stock Exchange
2010 - OPSM opened the Eye Hub concept store in Hawthorn, Victoria, unveiling a new brand image. Eye Hub was established to offer customers everything in one place, including optometry expertise, advanced scanning technology, friendly informed service, on site labs, innovative interactive testing environments and a dedicated eye health learning zone
2011 – 2013 - OPSM rolled out to all stores OPTOS Ultra-Wide Digital Retinal Scans, (UWDRS), which was an exclusive leading-edge eyecare technology at that time
2014 - to raise awareness of children's eye health and improve the vision of children across Australia, OPSM released Penny the Pirate - the world's first free children's eye screening book and mobile phone app
2016 - Penny the Pirate app collected more than 100 awards including Best in show and three Golds at the recent Smarties mobile awards in Australia. Other awards include; APAC Effie Awards, AMES, Cannes Lions, Cannes Lions Health, CLIO Awards, Effie, IPA Best of Health, Spikes Asia and Webbys
2017 - Marked the 85th anniversary of the brands foundation
Refurbishment program
In 2016, Luxottica launched a project to define a new, improved store design for OPSM. This project was aimed to make the customer experience central to the purchasing process with more support from digital instruments. The number of optometrist consultancy rooms were also increased. The overall aesthetic was fresher, more modern and created display solutions where products were showcased in the best possible way.
Today, OPSM continues to update its vast network of stores with the latest in eye health technology making significant investments to improve the diagnosis and treatment of vision defects and eye diseases. Optical Coherence Tomography (OCT) and AccuFit are some of the more innovative technologies available to the OPSM customer.
OCTs (available in a number of key stores) enable 3D digital scanning of the retina while AccuFit is a digital system that supplies optometric measurements more precise compared with traditional methods.
Life. Focused.
In 2019, OPSM celebrated its category leadership and focus on the needs of its customers by launching its new brand platform under ‘Life. Focused’ . Headed up by Australian actor Liam Hemsworth, the advertising campaign took a light-hearted look at the category and how OPSM is able to fulfill glasses requirements for its customers making every moment focused and more brilliant.
Executed across TVCs, online video content, out of home and store windows, the campaign was created to highlight that each Australian’s life is unique and OPSM are able to design glasses and services built around everyone’s life, no matter how they enjoy it.
Response to Covid-19
In April 2020, OPSM offered a response to the COVID-19 pandemic and supported the eye care of Australians by launching OPSM tele-optometry program for those who were unable to visit instore.
Those with eye health needs were able to book a remote video consultation with an OPSM optometrist from the comfort of their own home. This program was in effort to assist those in lockdown and more broadly, has continued to assist those in remote communities, in nursing homes or those with disabilities.
Using video-conferencing technology, an OPSM optometrist asks the patient a series of simple questions to evaluate their eyesight, makes an informed diagnosis and helps guide patients through next steps, including appropriate management.
Eyewear range
Fashion, function or both, OPSM offers a vast range of frames from top international luxury labels and eyewear brands. For ease of selection, OPSM also offers consumers to filter online by face shape, frame style, material, colour or price to find their new pair of glasses. Brands available in store include (in alphabetical order) -
Armani Exchange
Burberry
Bvlgari
Chanel
Dolce & Gabbana
Giorgio Armani
Michael Kors
Miu Miu
Oakley
Oliver Peoples
Oroton
Polo Ralph Lauren
Prada
Ralph – Ralph Lauren Eyewear
Ray-Ban
Sferoflex
Tiffany & Co.
Versace
Vogue Eyewear
References
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