The Rimoptics Group
The Rimoptics Group is an Australian family-owned wholesale eyewear distributor that supplies a portfolio of 16 proprietary and licensed optical frame brands to 500+ independent optometrists across Australia and New Zealand.
- Company typePrivate
- Founded1981
- HeadquartersHampton, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What The Rimoptics Group does
The Rimoptics Group is an Australian family-owned wholesale eyewear distributor that supplies optical frames to independent optometry practices across Australia and New Zealand. Founded in Melbourne in 1981, the company initially operated as a licensed distributor for European eyewear brands and has, for the past two decades, shifted its core focus to developing and distributing its own proprietary eyewear brands alongside a curated selection of boutique international labels.
The company markets a portfolio of 16 brands spanning multiple price tiers — from value ranges (Senses, Rim Budget) to premium titanium collections (Cova New York, Stellini) and fashion-forward lines (AlterEgo, FYSH, JoBaxter, Byblos, Wade Morgan) — through an online wholesale catalogue and a regional field sales force covering all Australian states and territories. Its proprietary brand portfolio is built specifically to enable independent practices to differentiate from chain competitors. Operations are conducted through three Australian entities (Rimoptics Pty Ltd, Eyewear International Pty Ltd, R&A Optics Pty Ltd) and one US entity (Rimoptics USA, Inc.).
The Rimoptics Group's revenue model is wholesale optical frame sales to registered independent optical retailers, with pricing exclusive to approved accounts and accessible only through the online customer portal or sales representatives. The company serves 500+ Australian optometrists and is self-described as one of Australia's largest independent optical wholesalers. The technology backbone is a standard wholesale e-commerce catalogue and account portal; there is no evidence of AI/ML, API, or proprietary technology beyond brand ownership.
The Rimoptics Group firmographics
Firmographics- Name
- The Rimoptics Group
- Legal name
- Rimoptics Pty Ltd
- Website
- https://rimoptics.com.au
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Rimoptics Group is an Australian family-owned wholesale eyewear distributor that supplies a portfolio of 16 proprietary and licensed optical frame brands to 500+ independent optometrists across Australia and New Zealand.
- Ownership category
- akta.pro rank
The Rimoptics Group industry classification
Industry- Product category
- Wholesale Optical Eyewear Distribution
- NAICS
- Ophthalmic Goods Merchant Wholesalers (42346)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Prescription Eyewear Frames (Optical) (CRAAAKAA)
Keywords
Where The Rimoptics Group is headquartered
LocationHeadquarters
- HQ city
- Hampton
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
The Rimoptics Group business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Wholesale Optical Frame Sales: The Rimoptics Group generates revenue through wholesale distribution of optical frames and eyewear to registered independent optometry retailers across Australia and New Zealand. Customers must register for wholesale accounts to access exclusive pricing and place orders through the online catalogue or via sales representatives.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Wholesale account pricing for registered optical retailers |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
The Rimoptics Group product offering
Product offeringCore offering
The Rimoptics Group is a wholesale eyewear distributor that develops and distributes its own proprietary eyewear brands (AlterEgo, Cova NY, Green Eyes, JoBaxter, Rim Eyeworks, Senses, Stellini, Superflex, Wade Morgan) alongside curated international licensed labels (Kliik Denmark, FYSH, EVATIK, Byblos) to independent optometry retailers across Australia and New Zealand. Customers must register for a wholesale account to access exclusive pricing through the online customer portal or via regional sales representatives, with fast trackable nationwide delivery direct to practices.
Product overview
The Rimoptics Group operates as a wholesale eyewear distribution platform offering a curated portfolio of 16 proprietary and licensed eyewear brands tailored for independent optical retailers across Australia and New Zealand. The product portfolio spans multiple tiers: premium brands (Cova New York titanium, Stellini memory-flex titanium, EVATIK), fashion-forward brands (AlterEgo, FYSH, JoBaxter, Byblos), value ranges (Senses, Rim Budget), eco-friendly options (greeneyes), and specialty lines (KLiiK Denmark for narrow PD, Superflex with lifetime warranty spring-hinge, Wade Morgan). Brands are distributed exclusively through wholesale accounts to optometrists, with an online customer portal for ordering, account management, and catalog access.
Differentiator
Problem solved
Functional benefit
Brands
- AlterEgo: Exclusive colorful and trendy eyewear designs from Sweden featuring a mix of acetate and metal frames.
- Cova NY Titanium
- Greeneyes
- JoBaxter
- Kliik Denmark
- Senses
- Stellini
- Superflex
- Wade Morgan Eyewear
- Bricola
- Byblos
- Evatik
- Fysh UK Urban Eyewear
- Rim Budget
- V.E.S.
Products and services
- AlterEgo
Quantifiable outcome
- Trusted by 500+ independent optometrists nationwide
- +1 more outcomes
Companies that use The Rimoptics Group
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
The Rimoptics Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Rimoptics Group partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights4 records
The Rimoptics Group competitors and assessment
Company assessmentDirect peers
- Westgroupe: Canadian eyewear manufacturer and wholesaler whose brands (EVATIK, KLiiK Denmark, FYSH) are distributed by Rimoptics in Australia. Closest peer in business model (proprietary brand portfolio, independent optical channel focus) and a direct counterparty.
Broad incumbents
- EssilorLuxottica: World's largest eyewear company spanning wholesale (Ray-Ban, Oakley, designer licenses) and retail (OPSM, Laubman & Pank, LensCrafters). Comparable in product overlap; competes both as a wholesale supplier and as a retail chain that pressures Rimoptics' independent customer base.
- Marcolin: Italian eyewear manufacturer-wholesaler with proprietary and licensed designer brands (Tom Ford, Ermenegildo Zegna, etc.). Comparable in eyewear wholesale to optical retail, with overlapping brand strategy and broader global footprint.
- De Rigo: Italian eyewear group (Police, Lozza, Sting) operating a manufacturer-wholesale model targeting independent and chain optical retailers. Directly comparable in proprietary brand strategy and independent channel focus, but at global scale.
- Safilo Group: Global eyewear manufacturer and wholesaler operating brands like Carrera, Polaroid, and licensed labels. Comparable in that it distributes proprietary and licensed eyewear brands through optical retail worldwide, though at significantly larger scale.
Emerging players
- Modo Eyewear: Independent eyewear brand and wholesaler with proprietary lines and a focus on design and sustainability, similar in ethos and scale to Rimoptics' proprietary brand strategy. Comparable in targeting independent optical practices with differentiated, fashion-forward frames.
Regional players
- ProOptics / Augen Optics: Australian eyewear wholesale distributor supplying independent optical practices. Comparable in business model (B2B wholesale of optical frames to the independent channel in Australia) and target customer base.
- Eyes Right Optical: Australian independent eyewear wholesaler supplying optical retailers with proprietary and licensed frame brands. Comparable in scale, geography and customer segment to Rimoptics.
- Mako Eyewear: Australian-owned eyewear company designing and distributing proprietary frames (including kids' lines) to independent optical practices. Most direct domestic competitor, comparable in geography, customer base and proprietary-brand strategy.
Others
- Specsavers Optical Group: Dominant Australian optical retail chain whose vertically-integrated model competes directly with Rimoptics' independent retailer customers. Comparable as the primary structural force shaping demand for wholesale frames in Australia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
The Rimoptics Group social profiles
Digital presenceThe Rimoptics Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Rimoptics Group leadership team
Management profileNumber of profiles
Profiles8 records
The Rimoptics Group subsidiaries and ownership
Company hierarchySubsidiaries3 records
The Rimoptics Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Rimoptics Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Rimoptics Group
What does The Rimoptics Group do?
The Rimoptics Group is a wholesale eyewear distributor that develops and distributes its own proprietary eyewear brands (AlterEgo, Cova NY, Green Eyes, JoBaxter, Rim Eyeworks, Senses, Stellini, Superflex, Wade Morgan) alongside curated international licensed labels (Kliik Denmark, FYSH, EVATIK, Byblos) to independent optometry retailers across Australia and New Zealand. Customers must register for a wholesale account to access exclusive pricing through the online customer portal or via regional sales representatives, with fast trackable nationwide delivery direct to practices.
Is The Rimoptics Group a public or private company?
The Rimoptics Group is a private company. It is classified as family owned and is currently operating.
When was The Rimoptics Group founded?
The Rimoptics Group was founded in 1981. It employs 11 to 50 people.
Where is The Rimoptics Group based?
The Rimoptics Group is headquartered in Hampton, Australia, in the Oceania region.
How does The Rimoptics Group make money?
One revenue line is on record: wholesale Optical Frame Sales.
Who are The Rimoptics Group's main competitors?
Westgroupe is listed as a direct peer. Broad incumbents are EssilorLuxottica, Marcolin, De Rigo and Safilo Group. Modo Eyewear is listed as an emerging player. Regional players are ProOptics / Augen Optics, Eyes Right Optical and Mako Eyewear. Specsavers Optical Group is listed as an others.
Does The Rimoptics Group have an API?
No public API is recorded for The Rimoptics Group.
What industry is The Rimoptics Group in?
The Rimoptics Group's product category is Wholesale Optical Eyewear Distribution. Its primary akta.pro industry code is CRAAAKAA, Prescription Eyewear Frames (Optical). Its NAICS code is 42346 and its SIC code is 3851.