Mentone Optical Service
Mentone Optical Service is a family-owned optical practice in Mentone, Victoria, Australia, operating since 1950. It provides comprehensive eye examinations, behavioural optometry, prescription eyewear, contact lenses, premium binoculars, and magnifiers to local consumers and small businesses.
- Company typePrivate
- Founded1950
- HeadquartersMentone, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Mentone Optical Service does
Mentone Optical Service is a family-owned optical practice headquartered at 18 Como Parade West, Mentone, Victoria, Australia, operating continuously since 1950. Founded by Graeme Fortune and presently under family stewardship, the practice operates from a single physical location with a team of approximately 5, anchored by Optometrist Jeffrey Loffel (since 1995, Behavioural Optometrist with contact lens and low vision specialties) and Optical Dispenser & Practice Manager Adam Fortune (since 2003, son of the founder). The business serves local consumers and small employer/workplace customers in the Mentone area across a broad set of eye care and eyewear needs.
The company generates revenue through two complementary streams: professional optometric services and one-time product sales. Professional services include comprehensive eye examinations (utilizing Optical Coherence Tomography or OCT for non-invasive imaging and disease detection such as diabetes-related retinopathy and glaucoma), behavioural optometry assessments, contact lens consultations, and low vision management; some of these are Medicare-rebated. Product revenue is driven by prescription glasses spanning basic to luxury brand frames (Furla, Kate Spade, Carrera, Jaguar, Nina Ricci, Escada, Police), prescription safety eyewear meeting Australian medium impact standards, sports eyewear, contact lenses (spherical, multifocal, toric, disposable, custom), and optical instruments including premium Swarovski and Steiner binoculars and digital magnifiers. The go-to-market is a traditional retail optical model with appointment-based consultations, in-store frame selection, and free lifetime frame adjustments and cleaning.
Mentone Optical Service relies on a constellation of supplier and channel partnerships to access advanced lens technology and premium brand inventory. CR Labs, a long-standing lens manufacturing partner since 1976, supplies sole-Australian inventory of AVULUX and SHAW lenses and operates from a facility in Dandenong South, Victoria. ZEISS provides precision lens products, and the practice distributes Swarovski Optik and Steiner binoculars. Contact lens inventory is sourced from Alcon, Bausch & Lomb, Coopervision, and Johnson & Johnson. The company is privately held, with no disclosed funding, parent company, or institutional investment, and operates within a single geographic market in Victoria, Australia.
Mentone Optical Service firmographics
Firmographics- Name
- Mentone Optical Service
- Legal name
- Mentone Optical Service
- Website
- https://mentoneoptical.com.au
- Company type
- Private
- Founded year
- 1950
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Mentone Optical Service is a family-owned optical practice in Mentone, Victoria, Australia, operating since 1950. It provides comprehensive eye examinations, behavioural optometry, prescription eyewear, contact lenses, premium binoculars, and magnifiers to local consumers and small businesses.
- Ownership category
- akta.pro rank
Mentone Optical Service industry classification
Industry- Product category
- Optometry Services
- NAICS
- Optical Goods Retailers (456130), Offices of Optometrists (62132)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses) (HLAKAKAL)
- akta.pro secondary industries
- Optometry Clinics (Primary Eye Care) (HLAKAKAB), Comprehensive Eye Exams & Vision Care (HLAKAKAA), Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions) (HLAHAJAE)
Keywords
Where Mentone Optical Service is headquartered
LocationHeadquarters
- HQ city
- Mentone
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Mentone Optical Service business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Eye Examinations and Consultations: Professional optometric services including comprehensive eye tests, behavioural optometry assessments, and contact lens consultations. Medicare rebatable services with some specialized testing not covered.
- Prescription Glasses and Eyewear: Sale of prescription glasses, sunglasses, and frames including luxury brands (Furla, Kate Spade, Carrera, Jaguar, Nina Ricci, Escada, Police). Revenue from frames and lenses as one-time purchases with manufacturer warranties.
- Safety Eyewear: Certified and compliant prescription and non-prescription safety glasses for workplace eye protection meeting Australian medium impact requirements.
- Sports Eyewear: Prescription and non-prescription sports eyewear for cycling, fishing, golf, swimming, tennis, skiing, running and other sports.
- Contact Lenses: Sale of various contact lens types including spherical, bifocal, multifocal, toric, disposable, daily disposable, extended wear, and custom-made lenses. Disposable interval options from daily to monthly.
- Binoculars and Optical Instruments: Retail of premium binoculars including Swarovski (NL Pure, EL, CL Companion, CL Pocket) and Steiner (Wildlife, SkyHawk, BluHorizons, Commander) brands. Also magnifiers for low vision and professional applications.
- Contact Lens Solutions and Aftercare: Ongoing contact lens aftercare consultations and solutions from top suppliers including Alcon, Bausch & Lomb, Coopervision, and Johnson & Johnson.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels3 records
Mentone Optical Service product offering
Product offeringCore offering
Mentone Optical Service is a family-owned optical practice that provides comprehensive eye care services including eye examinations, behavioural optometry assessments, and contact lens consultations, alongside the retail sale of prescription glasses, safety eyewear, sports eyewear, contact lenses, premium binoculars (Swarovski and Steiner), and magnifiers. The practice operates a single storefront in Mentone, Victoria, dispensing eyewear fitted with advanced lens technology sourced from CR Labs and ZEISS.
Product overview
Mentone Optical Service is a family-owned optical practice established in 1950, offering a comprehensive range of eye care and eyewear services from its location in Mentone, Victoria. The practice provides eye examinations and behavioural optometry services, paired with an extensive portfolio of vision correction products including prescription glasses, safety glasses, and sports eyewear featuring designer brands such as Furla, Kate Spade, Escada, Carrera, Jaguar, Nina Ricci, and Police. Advanced lens technology is supplied through partnerships with CR Labs (including AVULUX, SHAW, and myopia management lenses) and ZEISS. Contact lens offerings span disposable, color-enhancing, and custom lenses for specialized conditions. The optical retail section features premium binoculars from Steiner (German engineering) and Swarovski Optik (Austrian-made), as well as magnifiers for low vision and hobby applications. The practice operates through a single-location service model integrating clinical eye care with product dispensing.
Differentiator
Problem solved
Functional benefit
Products and services
- Eye Examination / Eye Testing Comprehensive eye examinations that assess eye health and visual performance using advanced technology such as Optical Coherence Tomography (OCT) for diagnosing conditions like diabetes-related retinopathy and glaucoma. Medicare rebatable with some specialised testing not covered.
- Behavioural Optometry Holistic approach to visual information processing that assesses visual motor and visual perception skills, treating conditions through vision exercises and prescribed lenses with prism. Can be bulk billed to Medicare with a final report fee not eligible for rebate.
- Prescription Glasses Prescription eyeglasses with a range of frames from basic classic styles to high fashion pieces, including children's frames. Featured brands include Furla, Kate Spade, Escada, Carrera, Jaguar, Nina Ricci, and Police. Includes free lifetime frame adjustments and cleaning.
- Prescription Safety Glasses Certified or compliant prescription and non-prescription safety eyewear meeting Australian medium impact requirements, available in metal and plastic/nylon materials with side shield protection for workplace eye protection.
- Sports Eyewear Prescription or non-prescription sports eyewear for cycling, fishing, golf, swimming, tennis, skiing, running and other sports, providing improved visual acuity, maximized field of view, glare reduction, and protection against elements.
- CR Labs Advanced Lens Technology Premium prescription lenses from CR Labs including AVULUX and SHAW lenses, Australis VR and CR Tower measurement technology, plus MyoME and MyoStock myopia management lenses, manufactured at the CR Labs facility in Dandenong South, Victoria.
- ZEISS Precision Lenses Precision optical lenses from ZEISS, a global leader in eye optics, subjected to 18 different quality tests before leaving the manufacturing facility. Lenses worn by 200 million people worldwide.
- Contact Lenses Contact lenses correcting nearsightedness, farsightedness, astigmatism and presbyopia, including spherical, bifocal/multifocal, toric, disposable (fortnightly/monthly/daily), extended wear, color-enhancing, and custom lenses for conditions like Keratoconus. Brands include Alcon, Bausch & Lomb, Coopervision, and Johnson & Johnson.
- Steiner Binoculars German-engineered binoculars including Wildlife, Skyhawk 4.0, BLUHORIZONS (with Autobright Technology), and Commander series, known for robustness, waterproofing, and superior optical performance for birdwatching, wildlife, marine, and outdoor applications.
- Swarovski Binoculars Premium Austrian-made binoculars including NL PURE, EL, CL COMPANION, and CL POCKET series, known for edge-to-edge sharpness, exceptional optics, and SWAROVISION technology for birding, whale watching, astronomy, and travel.
- Magnifiers Visual aids including Mobilux LED Magnifier, Visolux+, Visolux Digital XL FHD (digital magnifier with full HD display and multiple magnification levels), and Daylight Magnificent Pro, designed for reading, hobbies, and low vision needs with Daylight LED illumination for true color representation.
Quantifiable outcome
- Over six decades of continuous operation and service to the community
Companies that use Mentone Optical Service
Customer profileNamed customers1 record
Segments7 records
Ideal customer profiles5 records
Mentone Optical Service technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Mentone Optical Service partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core, major and standard.
- CR LabscoreCR Labs has been a key lens supplier since 1976, pioneering plastic lenses in 1976, polycarbonate lenses in 1988, and freeform progressive lenses in 2005. They manufacture lenses from their world-class facility in Dandenong South and provide sole Australian supply for AVULUX and SHAW lenses.
- ZEISSmajorGlobal leader in precision optics providing high-quality lens products. ZEISS has been a trusted brand for over 160 years with lenses worn by 200 million people worldwide.
- AVULUXcoreAVULUX lenses represent pinnacle of lens technology. CR Labs is the sole supplier in Australia for AVULUX lenses.
- SHAW LensescoreSHAW lenses represent pinnacle of lens technology. CR Labs is the sole supplier in Australia for SHAW lenses.
- Swarovski OptikmajorAustrian manufacturer of premium binoculars including NL Pure, EL, CL Companion, and CL Pocket series. Swarovski is known for exceptional optics quality and customer service.
- Steiner AustraliamajorGerman manufacturer of robust binoculars including Wildlife, SkyHawk, BluHorizons, and Commander series. Known for durability, water resistance, and quality optics suitable for birdwatching, wildlife, marine, and outdoor applications.
- AlconstandardMajor contact lens manufacturer providing spherical, bifocal, multifocal, and toric contact lens options.
- Bausch & LombstandardMajor contact lens manufacturer providing various lens types and materials for contact lens wearers.
- CoopervisionstandardContact lens manufacturer providing disposable and other contact lens options.
- Johnson & JohnsonstandardMajor contact lens manufacturer providing various contact lens products.
- FurlamajorLuxury eyewear brand known for quality materials and attention to detail. Frames made with lightweight titanium or acetate.
- Kate SpademajorModern and feminine eyewear designs embodying playful, colorful spirit with bold shapes and embellishments like bows or crystal detailing.
- CarreramajorAthletic protective gear and eyewear brand since 1956, known for quality craftsmanship and technical design with exceptional style.
- Jaguar EyewearmajorQuality frames synonymous with refined taste and sophistication, known for precision and attention to detail.
- EscadastandardMix of classic neutral frames and flamboyant pairs featuring branded temple decorations and unique fashion-forward designs.
- Nina RiccistandardDesigner eyewear brand known for elegant and sophisticated frame designs.
- Police EyewearstandardExpression of recognisability and uniqueness, trendy eyewear brand with distinctive style and attitude.
Scale indicators2 records
Recent moves6 records
Expansion highlights2 records
Mentone Optical Service competitors and assessment
Company assessmentDirect peers
- Dresden Optics: Independent Australian optical practice offering eye examinations, prescription eyewear, and contact lenses with personalized service. Comparable as an independent suburban optical retailer with similar service-led model, though operating in a different geographic market.
- The Optical Superstore: Australian multi-location optical retailer offering eye tests, prescription glasses, sunglasses, and contact lenses with value positioning. Comparable in core optical categories serving similar suburban customers, though operating at larger chain scale.
- ProVision Eyecare: Australian independent optometry network supporting independent practices with buying, marketing, and clinical resources. Comparable as independent optometry practices serving similar suburban patient bases with eye exams, glasses, and contact lenses.
- Eyecare Plus: Australian network of independent optometrists offering eye examinations, prescription eyewear, and contact lens services. Comparable as an optometry-led practice serving similar patient segments, though structured as a banner group of multiple practices versus Mentone's standalone operation.
- Oscar Wylee: Australian optical retailer offering prescription eyewear, sunglasses, and eye examinations with designer frame collections. Directly comparable in serving fashion-conscious eyewear customers with comparable luxury brand mix, though at substantially larger scale with multiple locations.
- Bailey Nelson: Australian optical retail chain offering eye exams, prescription glasses, sunglasses, and contact lenses with a fashion-forward brand positioning. Directly comparable in product categories and customer segments, though operating a multi-store chain model rather than a single family-owned location.
Emerging players
- Clearly: Online-direct retailer of prescription glasses, sunglasses, and contact lenses targeting the same end customers as Mentone. Represents the digital/online disruption vector that traditional brick-and-mortar practices like Mentone face, offering price-competitive alternatives.
Broad incumbents
- OPSM: Long-established Australian optical retailer owned by Luxottica, offering eye exams, prescription eyewear, and contact lenses. Direct competitor in optical retail, but with national chain scale versus Mentone's single-location family practice model.
- Bupa Optical: Optical retail division of Bupa Australia offering eye tests, prescription eyewear, and contact lenses. Comparable in core optical retail categories, but operates as part of a large health insurer ecosystem versus Mentone's standalone community practice.
- Specsavers: Global optical retail chain with extensive Australian footprint offering eye exams, prescription glasses, and contact lenses. Comparable as a direct competitor in the same product categories, but at vastly larger scale and with mass-market positioning versus Mentone's specialty/luxury focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Mentone Optical Service social profiles
Digital presenceMentone Optical Service financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mentone Optical Service leadership team
Management profileNumber of profiles
Profiles2 records
Mentone Optical Service funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mentone Optical Service 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 Mentone Optical Service
What does Mentone Optical Service do?
Mentone Optical Service is a family-owned optical practice that provides comprehensive eye care services including eye examinations, behavioural optometry assessments, and contact lens consultations, alongside the retail sale of prescription glasses, safety eyewear, sports eyewear, contact lenses, premium binoculars (Swarovski and Steiner), and magnifiers. The practice operates a single storefront in Mentone, Victoria, dispensing eyewear fitted with advanced lens technology sourced from CR Labs and ZEISS.
Is Mentone Optical Service a public or private company?
Mentone Optical Service is a private company. It is classified as family owned and is currently operating.
When was Mentone Optical Service founded?
Mentone Optical Service was founded in 1950. It employs 1 to 10 people.
Where is Mentone Optical Service based?
Mentone Optical Service is headquartered in Mentone, Australia, in the Oceania region.
How does Mentone Optical Service make money?
Seven revenue lines are on record. Eye Examinations and Consultations are the primary driver. The others are prescription Glasses and Eyewear, safety Eyewear, sports Eyewear, contact Lenses, binoculars and Optical Instruments and contact Lens Solutions and Aftercare.
Who are Mentone Optical Service's main competitors?
Direct peers on record are Dresden Optics, The Optical Superstore, ProVision Eyecare, Eyecare Plus, Oscar Wylee and Bailey Nelson. Clearly is listed as an emerging player. Broad incumbents are OPSM, Bupa Optical and Specsavers.
Does Mentone Optical Service have an API?
No public API is recorded for Mentone Optical Service.
What industry is Mentone Optical Service in?
Mentone Optical Service's product category is Optometry Services. Its primary akta.pro industry code is HLAKAKAL, Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses), with a secondary code of HLAKAKAB, Optometry Clinics (Primary Eye Care). Its NAICS code is 456130 and its SIC code is 3851.