FIRST PERSON

5 Questions for…

Richard Stortini, president of Prisme Optical Group

Richard Stortini

Richard Stortini has been president of Prisme Optical Group for almost 19 years. Established in Quebec as a distributor of European designer frames, Prisme expanded its distribution to the U.S. in 2006. It now has a solid base of 10 high-end brands, including Orgreen, Frederic Beausoleil, and Oliver Goldsmith Spectacles.

1. What is the connecting passion that drives your company today?

Prisme Optical Group continues to be at the forefront of aesthetic and technical development in the eyewear market.

Our passion for design, innovation, and craftsmanship drives us to find the best international designers who respect our values for American and Canadian optical retailers.

2. What is the economic state of the high-end market today?

The high-end segment has always been stable but will increase as the economy is improving. In the eyewear industry, the market has changed considerably over the last few years. High-end designer brands is the only segment left for independent ECPs to offer something different to their customers without having to compete with the Internet and major fashion brands. We see independent optical retailers changing their business model to become more of a boutique shop offering high-end designer products. There will always be a market for innovation, creativity, and noble material.

3. How can ECPs grow their high-end designer eyewear sales?

Commitment is an important factor. Presentation of the collections is an important element.

What is crucial for the sales staff is product knowledge. You must be able to show the advantage over a fashion brand. This is why it is important to know the story behind the brand, the material, the inspiration, the craftsmanship, etc.

Being creative in the way you do business, such as organizing special events to promote high-end brands, is another way to grow the business. For example, we do events with our accounts where the designer will come to the store to meet clients.

4. What are your key initiatives for 2016?

In 2016 Prisme Optical will be more present than ever in the high-end designer segment in the U.S. market. We will do special activities to strengthen our relationship with retailers and help them simplify their purchasing method. We also have a new collection of extremely light frames in the Beausoleil Studio FB line.

5. What will drive continued growth in the high-end market in 2016?

With the market being more and more segmented, optical retailers will have to make a decision about where they belong—high end or low end, designer brands or fashions brands. To experience continued growth, ECPs need a customer base of people who want to stand apart, those who appreciate design and who want to be different.