What Forward Vision does

Forward Vision is an optical retail brand operating as a direct-to-consumer DBA of U.S. Vision, Inc., a diversified optical retailer incorporated in New Jersey that runs optical departments inside JCPenney, Meijer, Boscov's, and AAFES stores nationwide. The Forward Vision brand delivers a unified eyecare and eyewear experience through physical retail showrooms in Delaware (Wilmington), Florida (Plantation), North Dakota (Bismarck), and Pennsylvania (Doylestown), offering comprehensive optometrist-led eye exams (refraction, color blindness screening, ocular motility, stereopsis, glaucoma testing), prescription lenses (single vision, bifocal, trifocal, progressive, and High Definition with optional photochromic, polarized, anti-reflective, anti-scratch, and UV enhancements), and a curated multi-brand frame assortment spanning designer labels (Ray-Ban, Isaac Mizrahi, Shaquille O'Neal Eyewear, Eddie Bauer, Columbia, Fila, Sean John, Bebe, Elizabeth Arden) and accessible lifestyle brands (Forever 21, Cosmopolitan, MITA Sustainable Eyewear). No proprietary technology, digital platform, or AI/ML capability is disclosed; the operating model is a traditional in-store retail and professional services stack.

The business model combines one-time product sales of prescription eyewear with variable unit pricing tied to frame brand and lens configuration, plus professional services revenue from on-site eye exams. Forward Vision is an in-network provider for at least eight major vision insurance carriers — VSP, EyeMed, Davis Vision, Spectera, Superior Vision, NVA, Avesis, and AmeriHealth Caritas Delaware — and accepts FSA/HSA payments, lowering purchase friction for insured consumers. Marketing is top-of-funnel content-led (website education on frames, lenses, eye health, and insurance) supplemented by organic social presence on Facebook, LinkedIn, and Instagram, with email used for transactional and promotional communications. Pricing is not publicly disclosed; insurance allowances typically cover annual exams and partial frame/lens costs, with out-of-pocket differentials absorbed via FSA/HSA or direct payment. The brand reports 1-10 employees, indicating Forward Vision functions as a brand/corporate layer within the larger U.S. Vision, Inc. retail infrastructure rather than as a standalone operating company, with the parent's HIPAA-compliant privacy framework (effective February 1, 2021) governing protected health information collected across all affiliated optical brands.

Customer segments are horizontal and consumer-facing: general consumers seeking vision correction, health-conscious individuals using exams for systemic health screening, and insured individuals and employer-sponsored plan members seeking in-network providers. Distribution is exclusively physical retail and U.S. Vision's host-retailer optical departments, with no direct e-commerce eyewear sales channel disclosed. The company has no disclosed funding rounds, M&A activity, patents, certifications, or strategic transactions, and its competitive position rests on multi-state physical presence, insurance network breadth, and brand assortment rather than on proprietary technology or scale economics.

Name

Forward Vision

Legal name

U.S. Vision, Inc.

Website

https://forwardvision.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Forward Vision is an optical retail brand under U.S. Vision, Inc., operating physical showrooms across multiple U.S. states that deliver optometrist-led eye exams, prescription lenses, and designer eyewear to insured and self-pay consumers.

Ownership category

akta.pro rank

Product category

Optical Retail

NAICS

Optical Goods Retailers (45613), Offices of Optometrists (62132)

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

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

Keywords

• Prescription eyeglasses retail
• Comprehensive eye exams
• Optical retail stores
• Designer eyewear frames
• Vision insurance provider

Headquarters

HQ city

Troy

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Eyewear Product Sales: Revenue generated from the sale of prescription eyeglasses, frames, and lenses to consumers. The company offers a variety of frame options including designer brands and their own collections, with lens options ranging from single vision to progressive HD lenses.
2. Eye Exam Services: Revenue from comprehensive eye examinations performed by optometrists. Eye exams include refraction testing, color blindness screening, ocular motility assessment, stereopsis testing, and glaucoma screening.
3. Vision Insurance Billing: Revenue from processing vision insurance claims. The company is an in-network provider for multiple vision insurance carriers including VSP, EyeMed, Superior Vision, Spectera, Davis Vision, and others.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Forward Vision is a U.S. optical retail brand that sells prescription eyeglasses, designer and brand-name frames, and multiple lens formats (single vision, bifocal, trifocal, progressive) through physical retail stores. The company also delivers comprehensive eye exams performed by licensed optometrists, including refraction, color blindness screening, ocular motility, stereopsis, and glaucoma testing, and serves as an in-network provider for hundreds of vision insurance plans.

Product overview

Forward Vision is an optical retail company offering a unified eyecare and eyewear experience. The product portfolio centers on three core offerings: frames (featuring multiple designer brands such as Isaac Mizrahi, Forever21, Cosmopolitan, bebe, Shaquille O'Neal Eyewear, MITA Sustainable Eyewear, Eddie Bauer, Elizabeth Arden New York, Sean John, Fila Eyewear, and Columbia), prescription lenses (available in single vision, bifocal/trifocal, progressive, and High Definition formats with optional enhancements like photochromic, polarized, anti-reflective coating, and UV protection), and comprehensive eye exams (including refraction, color blindness screening, ocular motility, stereopsis, and glaucoma testing). The company also accepts vision insurance plans from major carriers and offers FSA/HSA payment options. Services are delivered through physical retail locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Designer and Brand-Name Eyeglass Frames A collection of prescription eyeglass frames featuring designer and lifestyle brands including Isaac Mizrahi, Forever 21, Ray-Ban, Cosmopolitan, Bebe, Shaquille O'Neal Eyewear, MITA Sustainable Eyewear, Eddie Bauer, Elizabeth Arden New York, Sean John, Fila Eyewear, and Columbia. Frames are sold to individual consumers through Forward Vision retail store locations.
• Single Vision Lenses Prescription lenses with one optical power correcting either distance or near vision, suitable for individuals needing correction for a single viewing distance such as reading or far-distance viewing. Sold as a standalone product at Forward Vision retail locations.
• Bifocal and Trifocal Lenses Multi-focal prescription lenses correcting multiple viewing distances. Bifocals address reading and distance vision; trifocals add intermediate vision correction with visible segment lines. Sold to consumers requiring correction for more than one focal length at Forward Vision retail locations.
• Progressive Lenses No-line multi-focal prescription lenses providing complete vision correction at all distances (near, intermediate, far) with gradual prescription transitions. Marketed for consumers seeking seamless vision correction without visible segment lines. Sold as a standalone product at Forward Vision retail locations.
• Comprehensive Eye Exams Complete eye health examinations performed by licensed optometrists, including refraction testing, color blindness screening, ocular motility assessment, stereopsis measurement, and glaucoma screening. Services are delivered to individual consumers in retail store locations and may be covered by vision insurance.
• Vision Insurance Acceptance and Claims Support Service accepting hundreds of vision insurance plans including VSP, EyeMed, Superior Vision, Spectera, Davis Vision, AmeriHealth Caritas Delaware, Avesis, and NVA, with claim support and in-network provider services. Enables insured customers to use benefits for eye exams and eyewear purchases at Forward Vision locations.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• Superior VisioncoreOthersSuperior Vision is a vision insurance plan provider. Forward Vision accepts Superior Vision insurance at their store locations, allowing insured members to use their benefits for eye exams and eyewear purchases.
• SpecteracoreOthersSpectera is a vision insurance plan provider. Forward Vision accepts Spectera insurance at their store locations, enabling members to access in-network pricing for eye care services and eyewear.
• Davis VisioncoreOthersDavis Vision is a vision insurance provider. Forward Vision is an in-network provider, allowing Davis Vision members to use their benefits for comprehensive eye exams and eyewear purchases.
• AmeriHealth Caritas DelawarecoreOthersAmeriHealth Caritas Delaware is a vision insurance/managed care plan. Forward Vision accepts this plan at their locations, though it may be in-network for select stores only.
• AvesiscoreOthersAvesis is a vision and dental insurance provider. Forward Vision accepts Avesis insurance plans for eye exams and eyewear at their retail locations.
• National Vision Administrators (NVA)coreOthersNVA is a vision insurance plan administrator. Forward Vision accepts NVA insurance, allowing members to utilize their vision benefits for exams and prescription eyewear.
• VSP Vision CarecoreOthersVSP is one of the largest vision insurance providers. Forward Vision accepts VSP at select store locations, enabling VSP members to receive in-network eye care and eyewear.
• EyeMedcoreOthersEyeMed is a vision insurance provider. Forward Vision is an Open Access provider for EyeMed, meaning they accept EyeMed insurance and provide claim support for efficient reimbursement of out-of-pocket expenses.
• Isaac MizrahiminorOthersIsaac Mizrahi is a designer brand featured in Forward Vision's eyewear collection, offering fashion-forward frames as part of their designer brand portfolio.
• Forever 21minorOthersForever 21 is a fashion brand whose eyewear line is carried by Forward Vision, providing affordable and trend-conscious frame options.
• Shaquille O'Neal EyewearminorOthersShaquille O'Neal Eyewear is a branded eyewear collection featuring the NBA legend's signature style, carried by Forward Vision.
• Eddie BauerminorOthersEddie Bauer is an outdoor lifestyle brand whose eyewear is available at Forward Vision, offering frames suited for active lifestyles.
• ColumbiaminorOthersColumbia is an outdoor apparel and accessories brand; their eyewear collection is available at Forward Vision stores.
• Fila EyewearminorOthersFila is a sportswear brand whose eyewear line is offered at Forward Vision, featuring athletic-inspired frame designs.
• Sean JohnminorOthersSean John is a designer fashion brand; their eyewear collection is available at Forward Vision, offering fashion-forward styles.
• Elizabeth Arden New YorkminorOthersElizabeth Arden New York is a beauty and fashion brand whose eyewear line is carried by Forward Vision.
• BebeminorOthersBebe is a women's fashion brand whose eyewear collection is available at Forward Vision.
• MITA Sustainable EyewearminorOthersMITA is a sustainable eyewear brand focused on eco-friendly materials, carried by Forward Vision for environmentally conscious consumers.
• Cosmopolitan EyewearminorOthersCosmopolitan brand eyewear is featured at Forward Vision, offering trend-focused styles.
• Ray-BanminorOthersRay-Ban is a iconic premium eyewear brand available at Forward Vision, offering classic and contemporary frame styles.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Warby Parker: Direct-to-consumer optical retailer offering prescription eyewear, contact lenses, and eye exams (in-store and online) with in-network insurance acceptance — directly comparable omnichannel optical model to Forward Vision.
• Pearle Vision: Multi-state optical retail chain (franchise + corporate) offering comprehensive eye exams, designer frames, and lens options, with strong vision insurance in-network participation — closely mirrors Forward Vision's model.
• America's Best Contacts & Eyeglasses: High-value optical retail chain providing eye exams, frames, and contact lenses with bundled pricing and broad insurance acceptance — directly comparable in offering and customer segment.
• JCPenney Optical: Direct sister brand under the same parent (U.S. Vision, Inc.) operating optical departments inside JCPenney stores — same operating model, insurance network, and product portfolio, simply hosted in a different retail banner.

Broad incumbents

• LensCrafters: National premium optical retail chain (EssilorLuxottica) offering eye exams, designer frames, and advanced lens options inside malls and shopping centers — same product mix at significantly larger national scale.
• Costco Optical: Optical departments inside Costco warehouses offering eye exams, frames, lenses, and contact lenses at value pricing with insurance acceptance — a broader incumbent competing on price and one-stop convenience.
• Target Optical: Optical retail inside Target stores operated by a national optometry services group — directly comparable in-store-inside-host-retailer format and insurance-driven model to Forward Vision.

Emerging players

• Zenni Optical: Pure-play online optical retailer disrupting the category with sub-$50 prescription eyewear — represents the most significant competitive threat to Forward Vision's brick-and-mortar frame sales.
• EyeBuyDirect: Online-first optical retailer (EssilorLuxottica) offering affordable prescription eyewear with virtual try-on — emerging channel competing for the value-conscious eyewear consumer.
• GlassesUSA.com: Online optical retailer with broad frame assortment, virtual try-on, and insurance reimbursement support — emerging online competitor pressuring brick-and-mortar optical chains.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ForwardVisionOptical
• LinkedInlinkedin.com/company/forwardvision
• Instagraminstagram.com/forwardvisionoptical

Revenue estimate

Valuation estimate

Number of profiles

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 Forward Vision