BUYER’S FORUM

The Luxe Life

A luxury optical retailing innovator divulges the details of his new venture—and shares a few of his secrets for success

(Top) Vitra’s in-house lab is located in the storefront for all to see; (Above) the Vitra brand eyewear on display

marvin Freeman is living in the lap of luxury. He has been immersed in the luxury optical market since 1969, having built his Optica shops and Las Vegas-based Davante chain of luxury eyewear from the ground up. This innovative industry veteran is among some of the most original and successful luxury optical executives in the country.

Now he’s amping up luxury to a whole new level with the debut of Vitra Eyewear, a new luxury optical boutique in Costa Mesa, CA’s South Coast Plaza. Vitra (Latin for glasses or vision) is dedicated to offering some of the world’s most distinctive collections of eyewear, with an accent on artisan and high-end fashion frames.

“The focus is on more unusual product,“ says Freeman, adding that 70% of the frames he brought in have never been seen in the U.S.

The store, which opened in November 2015, showcases 23 brands with more than 1,500 pieces on display. The staff is also high end—Freeman has hired well-known local opticians who have been highly trained in all the eyewear brands featured in the boutique.

The shop also boasts a full-service lab set behind glass so customers can view every step of the lens process and go beyond the frames. It’s like watching a top chef prepare your gourmet meal.

Here, Freeman discusses the ins and outs of the luxury market—and gives some insight into the secret of his high-end success.

eb: What are the right ingredients for a successful luxury optical boutique?

mf: The right clientele, right location, special product mix, and exemplary service, as well as always maintaining an owner-operated, high-end boutique approach.

eb: How do you go about finding the right blend of brands and styles?

mf: I’ve been doing this a long time so I know all the brands. I look for eyewear that’s different and not readily available anywhere else. I try to build an eyewear collection unlike any other.

eb: Describe the perfect luxury eyewear customer. What qualities are they looking for in their eyewear and the overall shopping experience?

mf: They appreciate high quality, hand craftsmanship, and an unusual selection not typically found at other optical boutiques. They want an eyewear resource that also makes the best prescription lenses. They care about their eyesight and know that the better the lens, the better they’ll see. They also care about how they look and appreciate the impression a person’s face makes, which is why I’ve always presented eyewear as jewelry for the face.

Vitra’s spacious interior

Chrome Hearts eyewear adorns a display case

eb: Why did you pick South Coast Plaza for the debut of Vitra Eyewear?

mf: South Coast Plaza is the finest shopping center on the West Coast and caters to the ideal luxury consumer. I’ve had stores there in the past, so I knew it would work.

eb: What made you decide to put Vitra’s lab behind glass in full view of customers and passersby?

mf: It was actually a suggestion from South Coast Plaza, but we agreed to it because it really creates a whole new eyewear experience. No other optical store had placed its lab in the front window before. It also supports our goal of becoming a true destination.

eb: If you hadn’t gone into the optical industry, what would you like to have done?

mf: I have no idea, but I do like building and designing homes, so you never know!

eb: What do you enjoy doing in your free time to relax?

mf: I love to travel with my wife, Jessica. I am also very into sports.

—Jackie Micucci

Jackie Micucci has covered the eyewear industry for almost 20 years and has written for a variety of publications, including The New York Times and Seattle magazine.