Lens Express
| Company type | Private |
|---|---|
| Industry | Contact lenses, retail |
| Founded | 1985 |
| Founder | Engin Yesil, Yalie Golan |
| Defunct | 2002 |
| Fate | Acquired by Lens 1st (Camelot Ventures), later assets acquired by 1-800 Contacts |
| Headquarters | Fort Lauderdale, Florida (initial), later Pompano Beach, Florida , United States |
Area served | United States |
Key people | Linda J. Kaplan (Director of Quality Assurance, 1987) |
| Products | Contact lenses (replacement lenses) |
| Parent | Lens 1st (until 2002), then assets acquired by 1-800 Contacts |
Lens Express operated as a direct-mail-order business specializing in contact lenses, distributing products through telephone orders and complimentary catalogs. The company became well-known due to its spokesperson, Lynda Carter, famed for her portrayal of TV’s Wonder Woman, appearing in commercials with slogans such as "I wouldn't trust these baby blues to just anyone!" In 2002, Lens Express was purchased by 1-800 Contacts, which broadened its presence within the contact lens marketplace.
History
Established in 1985 by Engin Yesil, then a business student at the University of Florida, alongside his partner Yalie Golan, Lens Express launched from a modest apartment in Fort Lauderdale. Yesil opted to develop this enterprise rather than oversee his family’s footwear business in Turkey, recognizing Florida’s regulatory climate as conducive to pioneering consumer ventures. The company leveraged the expanding soft contact lens market during the 1980s, despite prevailing industry constraints that restricted sales exclusively to eye care professionals.
During this period, the optometry sector resisted mail-order contact lens companies, citing concerns over safety. A 1985 report by WCBS-TV underscored this conflict, presenting opposition from the American Optometric Association against mail-order sales, while advocates such as Dr. Joseph Seriani, founder of USA Lens, highlighted consumer convenience and questioned the necessity for frequent eye doctor visits among healthy individuals. Several states maintained statutes limiting contact lens advertising to safeguard traditional distribution channels.
Launch
Prior to a 1985 ruling by the Federal Trade Commission, eye care practitioners were required to provide patients with contact lens prescriptions, thereby empowering consumers with choice. In 1987, Linda J. Kaplan, an ophthalmologist and proponent of patient consumer rights, joined Lens Express as Director of Quality Assurance and facilitated the company’s relocation to Pompano Beach. Lens Express focused exclusively on selling replacement lenses, prioritizing safety, quality assurance, and convenience through Kaplan’s consumer-centric marketing initiatives.
During the 1990s, allegations surfaced claiming that founders Yalie Golan and Engin Yesil had financed Lens Express with illicit funds. Following investigations and ensuing controversy, Kaplan resigned and withdrew her support. Subsequently, former Wonder Woman actress Lynda Carter was enlisted for a nationwide advertising campaign aimed at restoring consumer confidence. By 1992, under new leadership, Lens Express had developed a solid operational model centered on expanding its market share.
Ownership changes
In May 1996, Summit Technology acquired Lens Express for $32 million. Summit Autonomous Inc., recognized for its FDA-approved excimer laser systems since 1995, intended to merge Lens Express’ clientele with its vision correction centers via its subsidiary Refractive Centers International, Inc., which operated 19 U.S.-based centers affiliated with prominent hospitals. This approach aimed to transition contact lens users into candidates for laser vision correction procedures.
In May 2000, Summit Technology divested Lens Express to Strategic Optical Holdings, Inc. for $31 million in cash plus a minority equity stake. Later that year, on September 1, Summit Autonomous was itself acquired by Alcon, further extending its influence in vision care services.
On November 26, 2002, Lens 1st—a direct-to-consumer contact lens firm owned by Camelot Ventures—purchased Lens Express, which had distributed over 100 million lenses to upwards of two million customers.
By December 16, 2002, 1-800 CONTACTS executed a letter of intent to acquire selected assets of both Lens Express and Lens 1st from Camelot Ventures. The transaction encompassed customer databases, intellectual property rights, real estate holdings, equipment, and inventory valued at over $5 million. The agreement included $6.5 million in cash payment, assumption of liabilities approximating $4.8 million, and issuance of 900,000 restricted shares.
On January 17, 2008, Wal-Mart Stores Inc. announced a strategic long-term partnership with 1-800 CONTACTS designed to link nearly 3,000 independent eye doctors affiliated with Wal-Mart and Sam’s Club locations to the company’s contact lens services.