WRITER Melanie Kell

OPSM is a household name in Australia and New Zealand, and for good reason. The company opened its first store on Macquarie Street in Sydney in 1932, trading as ‘Optical Prescription Spectacle Makers’. Those were crucial years for the optical industry in Australia, with optometry evolving from apprenticeship skill to full university education status, but still the profession was not registered in all states.

Moving into the 1950s, OPSM played a leading role in lobbying the Australian government for improved optometry regulations, which came into effect in 1977.

Now, over 90 years later and under the ownership of EssilorLuxottica, OPSM has around 440 stores spanning metropolitan and regional areas in both countries.

mivision spoke to Kate Boulos, Marketing Vice President, EssilorLuxottica ANZ, about the key differentiators propelling this company into the future.

Q. Who owned OPSM at its inception, and how would you describe the business model back then?

The first OPSM opened in 1932 with a staff of five; a sixth employee (a 17-year-old trainee optical dispenser) started the following year. Even then, OPSM was investing and bringing advanced optical technology into Australia and New Zealand, both in the eye care and retail space. For example, OPSM was the first company to manufacture contact lenses in Australia in 1939. In the 1960s, OPSM designed the first customer in-store experience with the first walk-up displays, so customers could select frames. Prior to this, frames were hidden away. Since then, OPSM has impacted the optometry industry and helped millions of customers in Australia and New Zealand find their vision solution.

Q. Fast forward to 2025 and how has that business model changed?

OPSM has truly come a long way since first operating out of a single store in Sydney over 90 years ago; but innovation and differentiation have always been key pillars for our business.

Today we remain an iconic brand that is synonymous with optical care and dedication to consumers in Australia and New Zealand. Our business results can be attributed to the implementation of strategic choices ranging from improved store design to the evolution of optometrist consultancy rooms, to always making the customer experience central during the entire process, with increased support from digital instruments.

OPSM recently marked its 90th anniversary with innovation and differentiation continuing to be key pillars for the future. Since 1932, we have helped more than one million Australian and Kiwi customers find their vision solution with our wide range of premium frames, lenses, and advanced optical technology.

Q. How many practices do you have and what is the geographic spread?

Currently, we have approximately 440 stores between Australia and New Zealand, and our plans include investment in both metropolitan and regional areas, as well as in remote optometry to bring comprehensive eye exams to patients in underserved communities. Following a successful pilot programme in 2023, we will continue to extend our remote optometry model that sees patients placed in conveniently located practices, such as those served by visiting optometrists only. Guided by trained technicians, the new scheme allows optometrists to conduct examinations remotely.

Q. How has Essilor Luxottica ownership influenced the delivery of products and services?

The acquisition by the group in 2003 opened new possibilities for advanced lens technology and equipment from Essilor, thereby helping to elevate customer experiences in almost every way and allowing OPSM to stamp its mark on areas like myopia management.

OPSM has transformed its lens portfolio by offering world-renowned brands, such as Varilux, Eyezen, Crizal, and Transitions; and has introduced Eyezen Kids and the Stellest lens to provide better support to younger patients.

Q. What are your points of differentiation and how do you maintain this within the current competitive environment?

One example is our use of technology: we offer consumers high-quality vision care and bestin-class shopping experiences, from digital eye exam technology to the latest eyewear trends curated for every style preference. A true omnichannel approach enables consumers to enjoy everything from product customisation to an endless aisle of frames.

Another example is stock management. In 2024, Essilor Luxottica opened a new state of-the-art fulfillment centre in Sydney to service the company’s own local needs. The hub services key brands including OPSM, enhancing operational efficiency – not only for products but also for diagnostic and therapeutic instruments.

In recent years OPSM also invested in Smart Shopper, an intuitive tool that allows customers to interact digitally with the entire Essilor Luxottica catalogue beyond what is in stock in-store. The platform includes a virtual try-on feature thanks to augmented reality and advanced proprietary virtual mirroring technologies.

Delivery of clinical services is another differentiator for us. Our dedication to clinical excellence is driven by strong eye care leadership and a culture of continuous learning. Our optometry network benefits from exclusive professional development opportunities, including in-person events, online modules through our global learning platform Leonardo, as well as scholarships to support further studies in special interest areas. These opportunities empower our optometrists to remain at the forefront of evidence-based best practice.

And tied into this is staff training and support. The brand and business success are built on a commitment to empowering our people and advancing operational excellence. We make substantial investments in the professional development of our optometrists and store teams, cultivating a culture of collaboration and continuous learning. Through the integration of advanced technology and streamlined operational tools, we enable our people to focus on their core passion of delivering exceptional eye care and everyday excellence. In addition, our leadership and recognition programmes reward exceptional people.

Finally, Leonardo – our global learning platform – is also available on demand for our dispensing and retail teams.

Q. Clinical care and customer experience are common threads in this discussion: what do you look for when recruiting to ensure you can keep these promises?

Our company creates career opportunities for those obsessed with eye care and changing lives. Once hired, we cultivate strong, engaged teams through training and development initiatives, empowering our staff to excel. With operational consistency across our ANZ practices, patients can benefit from reliable, convenient access to care, fostering lasting relationships.

Q. How do you expect the OPSM business to evolve over the next five to 10 years?

With innovation and differentiation continuing to be key pillars for the future, we continue to invest in digitising the patient journey. This involves collecting more information from patients prior to consultation. Consultation results will also be digitised, saving time and reducing paper consumption.

We’re also upgrading our patient contact processes, allowing patients to confirm, reschedule or cancel their appointments at the touch of a button. The process of contacting no-show or cancelled patients will be automated.

These are just some of the most recent innovations – more are coming.

Q. Can you tell me about the charitable work OPSM is involved with?

OPSM is proud to partner with the One Sight Essilor Luxottica Foundation to create sustainable access to vision care, provide free eye exams and glasses for those most in need, fund local vision care programmes, and raise awareness of poor vision among policymakers and at a community level. Our people give their time at One Sight clinics to provide free and affordable eye care to those in need in ANZ, the South Pacific, and internationally.

OPSM Charlestown,

New South Wales.

OPSM photos from the archives.