What Optimax Eyewear does

Optimax Eyewear Group, legally Optimax Investments Ltd., is a privately held eyewear platform founded in 2006 and headquartered in Tel Aviv-Jaffa, Israel, with primary US operations including a manufacturing facility in Atlanta. The company operates a multi-brand portfolio spanning direct-to-consumer e-commerce (GlassesUSA.com, with over 16,000 frame options and next-day delivery), luxury multi-brand e-commerce (OTTICA.com, launched Q4 2025), lifestyle streetwear sunglasses (FORK Eyewear, launched November 2025), and B2B managed care vision benefits (United Vision Plans/UVP, distributed via PerfectQuote to 125,000 employer groups). Across its seven prior in-house brands, the company has sold over five million pairs of eyewear, and it reported 30% year-over-year revenue growth supporting a 50% Atlanta manufacturing capacity expansion announced for 2026.

The company's core technology stack integrates design, manufacturing, and proprietary AI into a unified retail ecosystem. Its flagship AI capability is Pairfect Match AI, a computer-vision facial scanning recommendation tool launched August 2024 that increased conversion rates by 21% and reduced return rates by 12% within three months. Augmented-reality virtual try-on is deployed across GlassesUSA.com and OTTICA.com, and OTTICA additionally offers a 45-day home try-on program for luxury customers. These tools operate over a catalog of 16,000+ frames, and the company leverages in-house Atlanta production to support localized US fulfillment.

Optimax generates revenue primarily through transactional direct-to-consumer sales of prescription eyewear, sunglasses, and contact lenses across its e-commerce properties, supplemented by managed-services revenue from UVP's B2B vision benefits distributed through the PerfectQuote platform. Go-to-market is multi-modal: product-led growth via AI recommendation and AR try-on, direct-to-consumer e-commerce across owned storefronts, social commerce (TikTok Shop, Instagram Shop) for FORK, and B2B enterprise sales for UVP. Customer segments span value-conscious prescription eyewear shoppers (primary), luxury eyewear enthusiasts, young lifestyle consumers, and B2B buyers (insurers, general agencies, PEOs, employer groups). The company employs 101-250 people and is led by co-founder and CEO Daniel Rothman, alongside CTO Roy Yamner, COO/CFO Eldad Rothman, CSO Michael Sarfaty, CMO Arie Tom, and CFO Erez Rozenberg.

Name

Optimax Eyewear

Legal name

Optimax Investments Ltd.

Website

https://optimaxeyewear.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Optimax Eyewear Group is a privately held, vertically integrated eyewear platform operating GlassesUSA.com (DTC), OTTICA (luxury e-commerce), FORK (streetwear), and UVP (B2B vision benefits), serving consumers, insurers, and employers with AI-powered personalization, AR try-on, and localized US manufacturing.

Ownership category

akta.pro rank

Product category

Online Optical Retail

NAICS

Optical Goods Retailers (45613), Ophthalmic Goods Manufacturing (339115), Offices of Optometrists (62132), Ophthalmic Goods Merchant Wholesalers (423460)

SIC

Ophthalmic Goods (3851), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment) (HLAHAJAD)

akta.pro secondary industries

Prescription Eyewear Frames (Optical) (CRAAAKAA), Sunglasses (Non-Prescription) (CRAAAKAB), Luxury & Designer Eyewear (CRAAAKAD), Sunglasses & Luxury Eyewear (CRAKAEAE), Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses) (HLAKAKAL), Individual Vision Insurance (FSAIAEAF)

Keywords

• Prescription eyewear retail
• Online optical retail
• Virtual try-on technology
• Vision benefits plans
• Luxury eyewear ecommerce

Headquarters

HQ city

Tel Aviv-jaffa

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel

Revenue model

1. Direct-to-Consumer Eyewear Sales: Revenue from selling prescription glasses, sunglasses, and contact lenses directly to consumers through GlassesUSA.com and the company's e-commerce platforms. Next-day delivery and over 16,000 frame options drive transaction volume.
2. Luxury E-commerce Platform (OTTICA): Revenue from luxury multi-brand e-commerce platform OTTICA.com launched Q4 2025, offering high-end designer eyewear with curated shopping experience and expert optical fitting services.
3. Streetwear Eyewear Brand (FORK): Revenue from FORK Eyewear nightlife-inspired sunglasses brand targeting young consumers, sold through ForkEyewear.com, TikTok Shop, and Instagram Shop.
4. B2B Vision Benefits (UVP): Revenue from United Vision Plans (UVP) B2B managed care division offering group vision products to insurance firms, general agencies, professional employer organizations, and employer groups through the PerfectQuote platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Optimax Eyewear Group operates a vertically integrated eyewear ecosystem combining design, manufacturing, and proprietary AI technology. It sells prescription glasses, sunglasses, and contact lenses directly to consumers through GlassesUSA.com (16,000+ frames with next-day delivery from its Atlanta facility), offers luxury designer eyewear via OTTICA.com, sells streetwear sunglasses through FORK Eyewear, and distributes B2B group vision benefits through United Vision Plans (UVP).

Product overview

Optimax Eyewear Group operates as a unified ecosystem integrating design, manufacturing, and proprietary AI technology across multiple eyewear brands. The portfolio includes GlassesUSA.com as the core direct-to-consumer platform offering 16,000+ frames with next-day delivery; UVP for B2B vision benefits; OTTICA for luxury e-commerce; FORK Eyewear for streetwear; and Unica as an additional subsidiary. AI capabilities including Pairfect Match AI recommendation engine and virtual try-on tools are embedded across the ecosystem to enhance personalization and reduce returns.

Differentiator

Problem solved

Functional benefit

Brands

• GlassesUSA.com: Direct-to-consumer online eyewear retail platform with over 16,000 frame options and next-day delivery
• UVP (United Vision Plans)
• OTTICA
• FORK Eyewear
• Unica

Products and services

• GlassesUSA.com Direct-to-consumer online eyewear retail platform offering more than 16,000 frame options with prescription lenses, contact lenses, AI-powered recommendations, virtual try-on, and next-day delivery for US customers.
• OTTICA Luxury multi-brand e-commerce platform launched Q4 2025 offering high-end designer eyewear with augmented reality virtual try-on, 45-day home try-on program, expert optical fitting services, and complimentary U.S.-assembled prescription lenses.
• FORK Eyewear Nightlife-inspired streetwear sunglasses brand featuring unisex designs with diverse light-tint colorways, sold direct-to-consumer through ForkEyewear.com, TikTok Shop, and Instagram Shop to target young consumers and lifestyle markets.
• UVP (United Vision Plans) B2B managed care vision benefits provider offering group vision products to insurance firms, general agencies, professional employer organizations (PEOs), and employer groups, distributed via the PerfectQuote digital quoting platform.
• Unica Subsidiary eyewear brand under Optimax Eyewear Group; specific product focus not detailed in available sources.

Quantifiable outcome

• 21% conversion rate increase with Pairfect Match AI tool
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

One partnership is on record.

• PerfectQuotecoreGTM or Marketing Partner · 26 February 2026PerfectQuote, a digital group health quoting and distribution platform based in Austin, Texas, partnered with United Vision Plans (UVP), a vision benefits provider owned by Optimax Eyewear, to integrate UVP's group vision products into PerfectQuote's Request-for-Proposal toolset. The partnership enables UVP to reach insurance firms, general agencies, professional employer organizations, and the 125,000 employer groups serviced through PerfectQuote's platform. UVP leverages PerfectQuote's digital distribution infrastructure to deliver quotes and manage benefits seamlessly, while brokers access streamlined quoting workflows and reduce turnaround times by up to 95%.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• EyeBuyDirect: Online eyewear retailer offering prescription glasses and sunglasses at value price points. Closely comparable to GlassesUSA.com in customer base, catalog breadth, and DTC e-commerce model with virtual try-on features.
• Felix Gray: DTC eyewear company offering prescription glasses and blue-light filtering lenses with a focus on design and affordability. Comparable to GlassesUSA.com in DTC model, mid-market positioning, and direct-to-consumer e-commerce approach.
• Zenni Optical: Privately held online eyewear retailer known for low-price prescription glasses with massive catalog. Direct competitor to GlassesUSA.com in the value DTC segment, with comparable e-commerce model and broad frame selection, though Zenni has minimal physical presence or brand extensions.
• Ace & Tate: European DTC eyewear brand offering affordable designer-style prescription glasses and sunglasses with a multi-brand portfolio strategy. Comparable to Optimax's multi-brand approach and online-first retail model, though primarily operating across European markets.
• Warby Parker: NYSE-listed DTC eyewear pioneer offering prescription glasses and sunglasses online with virtual try-on. Most directly comparable to GlassesUSA.com in business model, target customer, and technology-driven approach, though Warby Parker is vertically integrated with physical retail stores.
• Pair Eyewear: DTC eyewear brand offering customizable magnetic top frames for personalization. Comparable to GlassesUSA.com in DTC online model and personalization-driven positioning, though focused on a narrower customization niche.

Emerging players

• JINS Eyewear: Japanese DTC eyewear chain with proprietary frame designs, expanding internationally including US stores. Comparable to Optimax in vertically integrated design-to-retail model with proprietary brand portfolio, though geographic focus differs.

Broad incumbents

• EssilorLuxottica: Global eyewear conglomerate owning Ray-Ban, Oakley, Persol, LensCrafters, Sunglass Hut, and major optical retailers, plus lens manufacturing (Essilor). Operates across the entire eyewear value chain and competes with Optimax at multiple price points, particularly in the luxury segment where OTTICA competes.

Others

• VSP Vision Care: Largest US vision benefits company providing employer-sponsored vision insurance. Directly comparable to UVP (United Vision Plans) in the B2B vision benefits space, with similar employer-group distribution model and broker/PEO channels.
• EyeMed Vision Care: Major US vision benefits provider owned by EssilorLuxottica, distributing vision plans through employers and insurance carriers. Comparable to UVP in B2B vision benefits distribution and employer-group customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/optimax-eyewear

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries5 records

Funding overview

Funding rounds2 records

Investors1 record

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 Optimax Eyewear