What ExecuspecsSA does

Execuspecs is a South African optometry retail chain that operates 54 bespoke optometric stores across South Africa and Namibia under a franchise model restricted to qualified registered optometrists, with corporate headquarters in Gqeberha (Port Elizabeth), Eastern Cape. The company was founded in June 2015 when a group of optometrists rebranded a single store from a traditional clinical practice into a fashion-forward retail concept positioning eyewear as a style accessory rather than a medical commodity. Its core products include prescription optical frames and sunglasses stocked under the exclusive Baker private label and selected premium international brands (Tommy Hilfiger, Hugo Boss, Carolina Herrera, Police), contact lenses distributed through the Contact Lens Club subscription program, and specialty Ortho-K lenses for overnight myopia management and dry eye treatment.

The business operates a multi-channel GTM combining physical retail, e-commerce at execuspecs.co.za with a Home Try-On service (4 frames, 7 days, free), and online eye-test booking. Revenue is generated from one-time product sales, professional eye examination fees, the Contact Lens Club recurring subscription, and the in-house OptiPlan 24-month payment contract, supplemented by partner-led consumer financing through ZeroPay (3-installment, zero interest) and Mediwallet (medical credit). Customer segments are diversified across general consumers, students aged 12/13-23, children aged 6-12 (Little Visionaries program offering free eye test, frame, and clear lenses), Discovery Health medical aid members (20% discount on lenses and frames), and Ortho-K candidates. The company is privately held under BJD Optometrists Oasim Incorporated with no disclosed external PE or VC investment, 34 corporate employees, and an asset-light franchise-driven expansion model.

Name

ExecuspecsSA

Legal name

BJD Optometrists Oasim Incorporated

Website

https://execuspecs.co.za

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Execuspecs is a South African franchise optometry retail chain operating 54 stores across South Africa and Namibia, offering prescription eyewear, contact lenses, eye examinations, and Ortho-K myopia management, with exclusive Baker private label and premium designer brands.

Ownership category

akta.pro rank

Product category

Retail Optometry

NAICS

Optical Goods Retailers (45613), Offices of Optometrists (621320), Optical Goods Retailers (456130)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Prescription Eyewear Frames (Optical) (CRAAAKAA), Luxury & Designer Eyewear (CRAAAKAD), Optometry Clinics (Primary Eye Care) (HLAKAKAB), Health & Pharmacy Omnichannel (CRAFAEAK)

Keywords

• Retail optometry
• Prescription eyewear
• Eye examinations
• Contact lenses
• Designer sunglasses

Headquarters

HQ city

Port Elizabeth

HQ country

South Africa

HQ region

Africa

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 from sale of optical frames, sunglasses, and lenses. Products include designer brands (Tommy Hilfiger, Hugo Boss, Carolina Herrera, Police) and exclusive in-house Baker brand. Lens options include single vision, bifocal, multifocal with various add-ons (ARC coating, high-index thin lenses, tints).
2. Contact Lens Sales: Contact lens sales through the Contact Lens Club subscription program, offering recurring monthly orders with debit order payments. Customers receive automatic deliveries upon honoring debit orders.
3. Eye Examinations: Professional optometric eye tests performed by qualified optometrists, with online booking available. Includes comprehensive assessments for vision correction and overall eye health.
4. OptiPlan Payment Plans: 24-month spectacle contract allowing customers to spread payments over time, with free spectacle warranty included for the contract duration.
5. Buy Now Pay Later: Partnership with ZeroPay offering 3-payment installment plan with zero fees and zero interest. Additional Mediwallet partnership for medical credit accounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

ExecuspecsSA operates a retail optometry chain of 54 stores across South Africa and Namibia, selling prescription frames, designer sunglasses, contact lenses, and related optical accessories. Each store delivers professional eye examinations conducted by registered optometrists and offers tailored vision solutions such as Ortho-K overnight corneal-reshaping lenses and a Contact Lens Club subscription. The chain positions itself at the intersection of fashion-forward eyewear retail and clinical eye-care services.

Product overview

Execuspecs is a South African optometry retail company operating 54+ stores across South Africa and Namibia, combining advanced eye care with fashion-forward eyewear. The core offering includes prescription optical frames and sunglasses from owned brands (Baker) and designer labels (Tommy Hilfiger, Hugo Boss, Carolina Herrera, Police), contact lenses through the Contact Lens Club, and specialty Ortho-K lenses for overnight vision correction. The product portfolio centers on the in-house Baker private label collection exclusive to Execuspecs, complemented by premium international eyewear brands. Services include comprehensive eye examinations, the Home Try-On program for at-home frame testing, and specialty offerings such as myopia control and dry eye management. The company supports flexible payment through OptiPlan (24-month contracts), Buy Now Pay Later, and ZeroPay partnerships. The Baker brand is positioned as a crafted, contemporary eyewear collection available in Crafted and Private Collections.

Differentiator

Problem solved

Functional benefit

Brands

• Baker: Exclusive in-house eyewear brand sold only at Execuspecs stores, featuring private label collections with contemporary style and craftsmanship.

Products and services

• Prescription Eyewear Fitting
• Comprehensive Eye Examinations
• Ortho-K Overnight Lenses
• Contact Lens Club Subscription
• Baker Eyewear Brand
• Designer Sunglasses Range

Quantifiable outcome

• 54 bespoke optometric stores across South Africa and Namibia
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ZeroPaycoreGTM or Marketing PartnerPartnership offering Shop Now and Pay in 3 installment option with zero fees and zero interest. Customers can apply via SMS by texting 'Zero' to 45481 or scanning QR code. Provides accessible payment options for eyewear purchases.
• MediwalletminorGTM or Marketing PartnerMedical credit account partnership allowing customers to spend at Execuspecs, Clicks, Intercare, and various GPs, dentists, vets and more. Extends purchasing power to customers seeking flexible payment options.
• Discovery HealthcoreGTM or Marketing PartnerMedical aid partnership providing Discovery Health members with 20% discount on lenses and frames at Gateway store. Also accepts most medical aid plans for eye examinations and eyewear purchases.
• CheckersminorChannel Partner/ Reseller/ DistributorAnchor tenant partnership at new retail developments. Execuspecs stores will be located in new shopping centers anchored by Checkers and Dischem (Paarl) and Checkers and Clicks (Kuilsrivier), providing foot traffic from grocery shoppers.
• DischemminorChannel Partner/ Reseller/ DistributorAnchor tenant partnership at new Paarl retail development scheduled to open October 2027. Co-location with pharmacy provides synergy for health and wellness shopping trips.
• ClicksminorChannel Partner/ Reseller/ DistributorAnchor tenant partnership at new River Quarter Shopping Centre in Kuilsrivier opening March 2027. Co-location with health and beauty retailer provides complementary customer base.
• Contact Lens ClubminorChannel Partner/ Reseller/ DistributorRelated entity managing contact lens subscriptions with monthly debit orders, automatic recurring deliveries, and complimentary annual eye examination coupons for members.

Scale indicators2 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Pearle Vision: Pearle Vision is an established US-based optical retail chain offering eye exams, prescription eyewear, and contact lenses. Comparable to Execuspecs in combining retail optometry with branded frame assortments, though operating at much larger scale.
• LensCrafters: LensCrafters is a global incumbent optical retailer owned by EssilorLuxottica, combining in-store optometry with broad designer frame assortments. Comparable to Execuspecs' retail optometry + fashion eyewear model but at significantly greater scale.
• Oakley (EssilorLuxottica): Oakley is a major global eyewear brand owned by EssilorLuxottica, sold through optical retailers worldwide including South Africa. Comparable to Execuspecs in the premium sunglasses and sports eyewear segments served across its retail network.

Direct peers

• Clearly: Clearly (formerly known as 20/20 Optix) is an online eyewear retailer with South African operations, offering prescription glasses, sunglasses, and contact lenses. Comparable to Execuspecs in product mix and target customer, competing primarily through e-commerce.
• Warby Parker: Warby Parker pioneered fashion-forward direct-to-consumer eyewear retail with a Home Try-On program (5 frames at home), own-brand frames, omnichannel retail, and optometry services — the closest international analogue to Execuspecs' positioning.
• Vision Works Optometrists: Vision Works is a South African optometry chain offering eye tests, frames, and contact lenses through retail stores. Comparable to Execuspecs in operating model, customer base, and product mix across the South African market.
• Spec-Savers South Africa: Spec-Savers is the dominant South African optical retail chain with a far larger store network, offering eye examinations and eyewear across budget-to-mid price points. It is the most direct competitor to Execuspecs in the South African optometry retail market.

Regional players

• EyeQ Optometrists: EyeQ is a South African optometry chain focused on professional eye care and clinical services, including specialized treatments. Comparable to Execuspecs in offering advanced clinical services alongside retail eyewear.
• Dis-Chem Optometry: Dis-Chem operates optometry clinics within its South African pharmacy chain, offering eye tests and eyewear with anchor-tenant retail positioning. Comparable to Execuspecs in co-located health-and-beauty retail and overlap with Execuspecs' anchor-tenant partnerships.

Emerging players

• Zenni Optical: Zenni Optical is a leading online eyewear retailer offering affordable prescription glasses directly to consumers. Comparable to Execuspecs in the online channel and direct-to-consumer eyewear positioning, though lacking in-store optometry services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ExecuspecsSA
• Facebookfacebook.com/ExecuspecsSA
• Instagraminstagram.com/execuspecs_sa
• LinkedInlinkedin.com/company/execuspecssa

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 ExecuspecsSA