Phoenix Eyewear's Mark Collman (left) and Phil Wilson (second from right) with Vistan's Christian Seitz (second from left) and Daniel Sanchez (right) at Silmo 2024

Phoenix Eyewear is encouraging optometrists to consider producing their own private label eyewear through its supply agreement with German-based frames company Vistan Brillen. “It’s been tried before, but it’s hard to get right; you have to find the right partner that can deliver on time,” said Phoenix director Mark Collman.

Vistan was founded in 1995 to offer optometrists and opticians not only a broad range of frame collections, but the opportunity to create their own collection with their own company logo, said Vistan CEO Christian Seitz at Silmo 2024. “We offer private label in small quantities, so opticians can choose small collections with their own logo on the temple.”

The company now distributes men’s, women’s and unisex frames, both generic and private label, in more than 60 countries, Seitz said, and prides itself most for being a reliable partner. “We are a family-based business and have very close relationships with our staff; everyone helps each other, and this is the philosophy we bring to our customers… close contact, close communication (so) we can find solutions immediately.”

Phoenix was introduced to Vistan two years ago and Collman said the team are still in the launch phase, especially regarding the private label concept. The frames are good quality, sell really easily and are great value for money, he said. “That was a key feature, but for us it was also the logistics, working with a company that was well organised, with good stock that can deliver what we want, when we want it.”

Vistan’s range spans metals and rimless to acetate, with interchangeable temples and magnetic clip-ons, allowing customers to tailor their own collections and put their own name on them, if they want to, Seitz said. “We are the market leader in this interchangeable (temple) system in Germany, giving the customer unlimited possibilities. We don’t want to make frames for the window, we want to make frames that people want to wear and to buy.”