Continuing our series of interviews with leaders in the Optical Industry we bring you the latest; Shamir Lens – Interview with Raanan Naftalovich, CEO.
Raanan Naftalovich
I worked with Shamir back in 1999 when they first decided to sell lenses in the USA. I already knew the company as a premier designer of progressive lenses, based in Israel, and thought they might be a little crazy getting into the lens distribution business here. Maybe they were crazy – I am amazed at how they built the USA business from scratch into the business that it is now. Today, just about every ECP knows Shamir lenses and the company holds a significant market share of a very competitive market.
I have a great admiration for Shamir, especially Raanan as he is a true leader, inspiring, pushing for the best, always looking for ways to improve and never losing his sense of humor. Any of you who personally know Raanan will relate to what I am talking about and understand why this company has met with such success.
Here is the interview:
1. How long have you worked for Shamir and tell us a little bit about your career progression there?
I started at Shamir when I was 18 years old, at the Kibbutz. I had no choice, there was the Optical factory, cattle, apples, cotton fields and the kitchen so I was happy to be assigned to the Optical factory polishing lenses. I became a manager and worked in many areas of optical production. I found it very interesting and liked to participate in the improvement process. There was no green movement then but we were constantly looking for better methods to reduce the use of chemicals and improve production for example we were able to stop using freon and use hot air instead in the washing phase of production.
Everyone in Israel has to enter military service and I was in the Israeli Army for 4 years but came back to the Shamir Kibbutz and then went to Business School in Tel Aviv, majoring in Marketing. All my business school projects and papers used Shamir as the subject! Good for me, good for Shamir as Shamir’s strength was Engineering and I was able to bring Marketing into the company, step by step. At the time only engineers were talking about progressives and there was little to no communication with the customer. I spent a lot of time with the progressive development team and became the spokesperson for progressives which enabled me to bring back information from the market place. For example Piccolo short corridor progressive was one of the very first short corridor progressive lenses and is still a top seller, created from the desire to fill a market need.
I never intended to move to the USA but I was already doing progressive seminars overseas and was the main liaison person for Hilaire van der Veen, President of the company who opened the original Shamir US distribution center. I came over with Hilaire to see OLA member labs and was met by Charlie Pendrell of Sierra who went on to introduce us to many future customers. It was a turning point for Shamir and me, we opened the Shamir USA Distribution Center in 1999 and by 2000 I had moved here!
2. What differentiates Shamir from other lens companies?
For Shamir DESIGN is our life! Our mission is to communicate what is the true meaning of progressive design to our customers and ECP’s. For us EDUCATION is our key marketing objective because it always leads back to the best in progressive design. INNOVATION is the other major objective but it has to be tied to market desire and need. The Shamir Office lens was the first of its kind on the market, specifically designed for computer users. Shamir Attitude for wrap sunglasses was next and this led to the Free Form design and all the different categories this technology addresses. Each new product helps develop the next one for different applications. A key element to all of this is Shamir’s EyePoint technology, a proprietary method, written by Shamir scientists that simulates the human eye at every angle of visions, in each optical zone and prescription range. It is the best optical solution taking into account all parameters e.g. prescription, frame size, occupation and more.
3. What are do you think are the major obstacles facing optical suppliers right now?
The economy is a major issue right now as it is shrinking the Optical Pie. We are facing 9.8% unemployment, many of these people have lost their medical insurance and we know that 60-70% of the population use insurance for all of some of their eyecare needs. The continued consolidation at both retail and production channels leads to a lack of competition which is not good for the industry over all.
4. If you could change one thing about our industry in general, what might that be?
I would like there to be an agreement on terminology and product claims. There is a lot of confusion about Free Form in particular and what it can provide. This is not fair to the consumer and can lead to disappointment at the customer end. I would like the Optical Industry to clean up its act as far as the language and claims so that the ECP can talk to the consumer more authoritatively.
5. What changes do you foresee about the retail optical market in the next 5 years?
Probably more retail consolidation and this could lead to more communication and co-operation between the three O’s. The independent optical retailer will adjust to a business model that concentrates less on medical and more on premium products. The Government may be a factor as well.
I believe Free Form is the future on the lens side of retail as it makes so much sense optically and logically e.g. no back orders, better accuracy and the ability to offer “as worn” (adjusting to the frame and Rx) technology to the consumer. Retailers that offer this will have the competitive edge.
6. What other professional organizations and social networks are you involved with?
I am very involved in The Vision Council as an active Board member. I am just finishing a two year term as Secretary/Treasurer and will continue to be very involved. I am a member of Facebook but not into Twitter yet!
7. What do you think about our blog? What could we do better as far as being an optical retail resource?
Do more on education and premium product sales.
8. Anything else you would like to add?
I would like the Optical Industry to talk in one language and see a higher co-operation between all the players. This would help to grow the pie and ultimately better serve the consumer. While I have the opportunity please let me say thank you to my friend and business associate Hilaire van der Veen, President of Shamir. This company would not be what it is today without his contribution and continued unfailing support. We have a great team of people here at Shamir who contribute every day to its success. Everything we have built and continue to build is possible because of this team, not just one or two individuals.
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We need a new update!