What Stanton Optical does

Stanton Optical is a U.S. optical retail chain operated by Now Optics, LLC, founded in 2006 and headquartered in Delray Beach, Florida. The company sells prescription eyeglasses, contact lenses, and related eye care services through more than 300 company-owned retail locations across 33 states, and self-describes as the largest founder-owned and operated optical retailer in the United States. Its service offering combines on-site optical labs capable of producing single-vision prescription glasses in approximately 30 minutes, eye exams delivered by independent optometrists affiliated with Physicians Eyecare Group, and digital tools including a telehealth-enabled online vision test for prescription renewal, virtual try-on, and buy-online-pickup-in-store (BOPIS) fulfillment.

Revenue is generated primarily through one-time retail transactions on prescription eyewear and contact lenses, anchored by value pricing (two pairs of glasses with single-vision lenses and a free eye exam for $79) and over 1,000 in-store frame options. Two recurring membership programs — Frame Club ($49/year) and Contacts Club ($20/year) — add a subscription layer that encourages repeat purchases and customer retention. The go-to-market model is product-led and direct-to-consumer, combining high-traffic physical retail with an e-commerce storefront and a recently launched store-in-store pilot partnership with Staples in the Philadelphia area that opens a complementary distribution channel.

Operationally, Stanton Optical accepts most vision insurance plans (VSP, EyeMed), FSA/HSA payments, and Medicaid discounts, and markets to four distinct consumer segments: individual consumers, insurance holders, families with children, and price-conscious buyers. Daniel Stanton serves as CEO of the parent Now Optics organization. No public listing, institutional investors, or acquisitions have been disclosed; expansion has been organic through new store openings and the new Staples channel partnership rather than M&A.

Name

Stanton Optical

Legal name

Now Optics, LLC

Website

https://stantonoptical.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Stanton Optical is a U.S. optical retail chain with 300+ locations across 33 states, selling prescription eyeglasses, contact lenses, and eye exams at value prices with same-day service to individual consumers.

Ownership category

akta.pro rank

Product category

Optical Retail

NAICS

Optical Goods Retailers (45613), Optical Goods Retailers (456130)

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses) (HLAKAKAL)

akta.pro secondary industries

Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment) (HLAHAJAD), Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions) (HLAHAJAE)

Keywords

• Retail optical services
• Prescription eyewear retail
• Eye exam services
• Contact lens retail
• Optical store chain

Headquarters

HQ city

Lake Worth

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Retail Eyewear Sales: Primary revenue from sale of prescription eyeglasses, frames, lenses, and sunglasses. Single-vision glasses available same-day, progressive lenses, designer frames. Revenue driven by volume of transactions across 300+ locations.
2. Contact Lens Sales: Sale of contact lenses including Acuvue brands, BioTrue, Precision7. Offers annual supply discounts (20% off), 6-month supply options, and subscription-style deals.
3. Eye Exams: Eye examinations conducted by independent doctors affiliated with Physicians Eyecare Group. Free with 2-pair eyeglass purchase, otherwise $79 (or $119 for contact lens exams including prescription for glasses).
4. Frame Club Membership: $49 annual membership offering 4 free frames, 50% off lenses, coatings and add-ons. Frame Club provides recurring membership revenue and encourages repeat purchases.
5. Contacts Club Membership: $20 annual membership providing free next-year contact lens exam, 20% off annual contact supply, 10% off lesser supply, 50% off frames and lenses.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Stanton Optical is a retail optical chain that sells prescription eyeglasses, contact lenses, and related accessories through 300+ owned-and-operated stores and an e-commerce site, paired with comprehensive eye exams performed by independent affiliated doctors. Its on-site labs enable single-vision prescription glasses to be produced in about 30 minutes, supported by telehealth eye exam technology, digital retinal imaging, and an online vision test for prescription renewals.

Product overview

Stanton Optical is an optical retail chain operated by Now Optics, offering prescription eyeglasses, contact lenses, and eye exams through a network of over 300 locations across 33 states. The company operates a unified retail platform combining in-store services with digital capabilities including an online vision test (Prescription Renewal) for remote prescription renewals, a same-day glasses service using on-site labs, and Buy Online Pick Up In Store (BOPIS). The core product portfolio includes prescription eyeglasses with over 1,000 frame options, contact lenses from brands like Acuvue and BioTrue, and comprehensive eye exams conducted by independent doctors affiliated with Physicians Eyecare Group. Value-added offerings include loyalty programs (Frame Club and Contacts Club), promotional bundles (2 Pairs for $79, 2 Progressives for $175), insurance acceptance, and FSA/HSA payment options.

Differentiator

Problem solved

Functional benefit

Products and services

• Prescription Eyeglasses Prescription eyeglasses sold online and across 300+ retail stores with more than 1,000 frame options, including designer frames; single-vision lenses can be produced same-day in approximately 30 minutes via on-site labs.
• Contact Lenses Contact lenses sold online and in-store from leading brands including Acuvue Oasys, Acuvue Vita, BioTrue 1-Day, and Precision7, with 20% off annual supply and additional Subscribe & Save discounts.
• Eye Exams Comprehensive eye examinations delivered by independent doctors affiliated with Physicians Eyecare Group, combining in-person prescreening (tonometry, autorefraction, keratometry, retinal imaging, anterior eye imaging) with telehealth-driven acuities and refraction; free with qualifying eyewear purchases, otherwise priced per location.
• Online Prescription Renewal Telehealth-based online vision test that lets eligible consumers (ages 18-65) renew expired prescriptions from home using a camera-equipped computer, guided by a live technician and reviewed by a licensed doctor in their state; free with an eyewear purchase or $20 standalone.
• Frame Club Membership Annual in-store loyalty membership priced at $49/year that provides four free frames (equal to original frame purchase price) and 50% off lenses, coatings, and add-ons, with free frames transferable to friends and family to drive repeat eyewear purchases.
• Contacts Club Membership Annual in-store loyalty membership priced at $20/year that includes a free next-year contact lens exam, 20% off annual contact lens supply, 10% off lesser supply, and 50% off frames and lenses, with over $187 in stated annual savings.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• StaplescoreChannel Partner/ Reseller/ Distributor · 18 February 2026Store-in-store partnership placing Stanton Optical locations inside Staples retail stores. Four pilot locations in Philadelphia area (including Wayne). Aims to bring affordable eye care directly to consumers where they already shop. Free eye exams and same-day prescription eyewear production available at partner locations.
• Physicians Eyecare GroupcoreStrategic or Co-development PartnerNetwork of independent optometrists and ophthalmologists providing eye exams at Stanton Optical locations. Doctors use state-of-the-art optical equipment and deliver personalized care. Affiliated doctors perform both in-person and telehealth portions of eye exams.
• Vision Insurance ProvidersminorOthersAccepts most vision insurance plans including VSP (out-of-network benefits), EyeMed, and others. Also accepts FSA, HSA, Medicaid discounts, and offers special insurance-related promotions like 30% off second pair.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Visionworks: National optical retail chain offering eye exams, prescription eyewear, and contact lenses across hundreds of locations. Overlaps with Stanton on affordable pricing, insurance acceptance, and same-day service capabilities.
• EyeBuyDirect: Online optical retailer offering affordable prescription eyewear and contact lenses. EyeBuyDirect competes on price and convenience as a substitute for Stanton's online channel.
• Zenni Optical: Online-direct optical retailer known for aggressively low-priced prescription eyewear. Zenni competes with Stanton on price for self-directed online buyers but lacks physical stores and same-day service capability.
• Warby Parker: Direct competitor in affordable prescription eyewear and contact lenses, combining e-commerce with a growing retail store footprint. Warby Parker is one of Stanton's primary substitutes for value-conscious consumers and serves as a benchmark for the omnichannel optical retail model.
• America's Best Contacts & Eyeglasses: Direct competitor in the value-priced optical retail segment, with similar 2-pairs bundle promotions and freestanding retail locations. America's Best is owned by National Vision and competes head-to-head with Stanton on price, exam-and-glasses bundles, and same-day service.

Broad incumbents

• Costco Optical: Optical department within Costco Wholesale offering eye exams and affordable eyewear to a large membership base. Competes with Stanton on value and convenience, leveraging Costco's existing retail traffic.
• Pearle Vision: Established franchised optical retailer (under EssilorLuxottica) with strong brand recognition and insurance network. Competes with Stanton on neighborhood accessibility and doctor-affiliated exam-and-eyewear offerings.
• LensCrafters: Established incumbent optical retailer (under EssilorLuxottica) with a large mall-based and freestanding store footprint. Competes with Stanton on frame selection, doctor affiliation, and insurance acceptance, but targets a slightly higher price tier.
• Walmart Vision Center: Optical retail within Walmart stores offering eye exams, frames, and contact lenses. Competes with Stanton on price and convenience, leveraging Walmart's massive retail footprint particularly in suburban and rural markets.
• For Eyes (GrandVision): National optical retail chain (part of EssilorLuxottica) offering eye exams, eyewear, and contact lenses. Competes with Stanton on full-service optical offerings across overlapping geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/stanton-optical

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stanton Optical