Oticas Morumby
New Ótica is a family-owned Brazilian optical retail chain founded in 1975, operating company-owned stores in shopping centers and an e-commerce platform selling luxury-brand sunglasses, prescription eyewear, and contact lenses to individual Brazilian consumers.
- Company typePrivate
- Founded1975
- HeadquartersRio de Janeiro, Brazil
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Oticas Morumby does
New Ótica (Newotica), legally constituted as JBC - COMERCIO VAREJISTA DE ÓCULOS EIRELI - EPP, is a family-owned Brazilian optical retail chain founded in 1975. The company sells prescription eyewear, sunglasses, and contact lenses through company-owned physical stores in shopping centers and commercial areas, complemented by a Shopify-based e-commerce storefront at newotica.com.br. Originally launched as a single store in Pilares, Rio de Janeiro, the company grew organically over nearly five decades into one of the largest optical retailers in Brazil, with 600+ trained staff and a portfolio of international premium and contemporary brands including Ray-Ban, Ralph Lauren, Armani Exchange, Dolce & Gabbana, Michael Kors, and Emporio Armani.
Operations are anchored by a modern in-house proprietary laboratory that handles lens processing and product assembly, enabling faster delivery timelines and tighter quality control than competitors dependent on third-party labs. The product assortment is anchored on luxury and contemporary fashion sunglasses (R$550–R$970 per unit), prescription eyewear, and contact lenses (starting at R$219 per box, including daily disposable 1 Day Moist), with pricing standardized across physical stores and the e-commerce site. The consumer offer includes free shipping under conditions, 10x interest-free installments, and a 5% boleto cash-payment discount.
Revenue is generated through direct-to-consumer one-time product sales to individual Brazilian consumers across vision-correction, fashion-eyewear, and contact-lens use cases. Marketing is conducted through organic Facebook and Instagram presence and an email newsletter offering a 10% subscription discount. The company operates exclusively through its own retail footprint — no franchise or wholesale distribution is indicated. Note: firmographic metadata labels the entity "Oticas Morumby" with 6 employees and a Recife, Pernambuco address, which is inconsistent with the detailed record referencing New Ótica/Newotica with 600+ employees and a Rio de Janeiro headquarters; this analysis is anchored on the more detailed operational data.
Oticas Morumby firmographics
Firmographics- Name
- Oticas Morumby
- Legal name
- JBC - COMERCIO VAREJISTA DE ÓCULOS EIRELI - EPP
- Website
- https://newotica-ne.com.br
- Company type
- Private
- Founded year
- 1975
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- New Ótica is a family-owned Brazilian optical retail chain founded in 1975, operating company-owned stores in shopping centers and an e-commerce platform selling luxury-brand sunglasses, prescription eyewear, and contact lenses to individual Brazilian consumers.
- Ownership category
- akta.pro rank
Oticas Morumby industry classification
Industry- Product category
- Optical Retail
- NAICS
- Optical Goods Retailers (45613)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Reading Glasses (OTC) (CRAAAKAG)
Keywords
Where Oticas Morumby is headquartered
LocationHeadquarters
- HQ city
- Rio de Janeiro
- HQ country
- Brazil
- HQ region
- Latin America
Offices2 records
Markets served
Oticas Morumby business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Optical Retail Sales: Sale of prescription eyewear, sunglasses, and contact lenses through physical retail stores and e-commerce platform. Revenue generated through one-time product sales with optional payment plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with promotional discounts |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Oticas Morumby product offering
Product offeringCore offering
Oticas Morumby (New Ótica) is a Brazilian optical retail chain that sells prescription eyewear, sunglasses, and contact lenses through its own brick-and-mortar stores in shopping centers and an e-commerce website. The product portfolio features international designer brands such as Ray-Ban, Armani Exchange, Dolce & Gabbana, Emporio Armani, Michael Kors, Ralph Lauren, and Polo Ralph Lauren, supported by an in-house laboratory for faster lens processing and product assembly.
Product overview
New Ótica (Newotica) operates as a multi-brand optical retail platform offering prescription eyewear, sunglasses, and contact lenses through both physical retail stores and e-commerce. The product portfolio centers on premium and luxury brand sunglasses from internationally recognized fashion houses (Ray-Ban, Armani Exchange, Dolce & Gabanna, Emporio Armani, Michael Kors, Polo Ralph Lauren, Ralph Lauren) alongside contact lenses. The company distinguishes itself through its own retail platform, physical store network in Brazilian shopping malls, and in-house laboratory capabilities that enable rapid fulfillment and quality control. The offering combines luxury fashion brands with vision care products in an integrated retail experience.
Differentiator
Problem solved
Functional benefit
Products and services
- Ray-Ban Sunglasses
- Armani Exchange Eyewear
- Dolce & Gabbana Eyewear
- Emporio Armani Eyewear
- Michael Kors Eyewear
- Polo Ralph Lauren Eyewear
- Ralph Lauren Eyewear
- Contact Lenses (Lentes de Contato)
- Optical Retail Operations (Brick-and-Mortar and E-commerce)
Companies that use Oticas Morumby
Customer profileSegments1 record
Ideal customer profiles1 record
Oticas Morumby technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Oticas Morumby partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Ray-BancorePremier international eyewear brand sold at New Otica stores and website. Represents a core brand in the product portfolio targeting fashion-conscious consumers seeking quality sunglasses.
- Ralph LaurencoreLuxury fashion brand whose eyewear products are featured in New Otica's collections. Serves customers seeking premium lifestyle eyewear.
- Armani ExchangecoreContemporary fashion brand eyewear sold through New Otica retail locations and online platform.
- Dolce & GabbanaminorHigh-end luxury fashion house eyewear available at select New Otica locations targeting premium segment customers.
- Michael KorscorePremium American fashion brand eyewear distributed through New Otica stores and e-commerce platform.
- Emporio ArmanicoreYouth-oriented Armani brand line featured in New Otica's eyewear collection targeting younger demographics.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Oticas Morumby competitors and assessment
Company assessmentBroad incumbents
- Specsavers: Large multi-country optical and audiology retailer with a high-volume store model. Comparable on chain-store optical retail mechanics, though operating outside Brazil.
- LensCrafters: International optical retail chain under EssilorLuxottica operating company-owned stores in malls and commercial districts. Comparable on owned-store optical retail model, though internationally scaled.
- Sunglass Hut: Global sunglasses specialty retailer owned by EssilorLuxottica with a strong premium/luxury branded assortment (Ray-Ban, Oakley, Prada, etc.) sold via mall stores and digital. Highly comparable on branded sunglass mix and premium positioning.
- Warby Parker: US-based vertically integrated optical retailer combining e-commerce and physical stores with strong private-label brand equity. Comparable on omnichannel, prescription-eyewear focus, and DTC orientation.
Direct peers
- Óticas Poupex: Brazilian optical retail network with multi-store footprint and broad consumer targeting, comparable on category, geography, and physical-store-led sales model.
- Óticas Carol: One of Brazil's largest optical retail chains, operating owned stores across multiple states with a similar multi-brand assortment and consumer proposition. Direct comparable in scale, geography, and channel mix.
- Óticas Diniz: Long-standing Brazilian optical retail chain with extensive mall and street presence offering branded frames, lenses, and contact lenses. Closest direct peer in operating model and customer base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
Oticas Morumby social profiles
Digital presenceOticas Morumby financial estimates
Financial estimateRevenue estimate
Valuation estimate
Oticas Morumby leadership team
Management profileNumber of profiles
Oticas Morumby funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Oticas Morumby 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 Oticas Morumby
What does Oticas Morumby do?
Oticas Morumby (New Ótica) is a Brazilian optical retail chain that sells prescription eyewear, sunglasses, and contact lenses through its own brick-and-mortar stores in shopping centers and an e-commerce website. The product portfolio features international designer brands such as Ray-Ban, Armani Exchange, Dolce & Gabbana, Emporio Armani, Michael Kors, Ralph Lauren, and Polo Ralph Lauren, supported by an in-house laboratory for faster lens processing and product assembly.
Is Oticas Morumby a public or private company?
Oticas Morumby is a private company. It is classified as family owned and is currently operating.
When was Oticas Morumby founded?
Oticas Morumby was founded in 1975. It employs 1 to 10 people.
Where is Oticas Morumby based?
Oticas Morumby is headquartered in Rio de Janeiro, Brazil, in the Latin America region.
How does Oticas Morumby make money?
One revenue line is on record: optical Retail Sales.
Who are Oticas Morumby's main competitors?
Broad incumbents on record are Specsavers, LensCrafters, Sunglass Hut and Warby Parker. Direct peers are Óticas Poupex, Óticas Carol and Óticas Diniz.
Does Oticas Morumby have an API?
No public API is recorded for Oticas Morumby.
What industry is Oticas Morumby in?
Oticas Morumby's product category is Optical Retail. Its primary akta.pro industry code is CRAAAKAG, Reading Glasses (OTC). Its NAICS code is 45613 and its SIC code is 3851.