A new Vision !

1. Success Story
Success Story
By Paddy Kamen
“ While it’s true that very large
corporations control about half
A New Vision for Lenses of the total market, I discovered
there is an opportunity for new
D
independent suppliers who can
aniel Beaulieu could have retired early after selling Groupe Vision Optique in Beaulieu also learned that Canadian eyecare give ECPs great product
”
2005. Instead he went on a mission. professionals (ECPs) are over-paying for lens
products. “Canadian ECPs typically pay 25 per at the right price.
Is Daniel Beaulieu obsessed with lenses? The answer is an unequivocal YES! cent more than Americans and much more
Beaulieu spent five years traveling the world, investigating raw materials and the than their counterparts in most other countries.
manufacturing, distribution and retailing of lenses. India, Thailand, Korea, Hong I was determined to analyze the situation and
Kong, China and Japan were on his itinerary, in addition to 10 European countries see if there was a way to change that. While it’s
and 30 U.S. states. He was a man on a mission and he learned a lot. Asia, Europe, the U.S. and Canada, representing
true that very large corporations control about many thousands of technicians working around
“I wanted to understand everything about lenses, including the cost of doing business in this field half of the total market, I discovered there is anthe clock with the best digital production
and the overall market,” he says. “I needed to know where the lens business was headed. I learned opportunity for new independent suppliers who equipment. Global sourcing gives Beaulieu the
that the future of the industry is digital lenses and Internet ordering.” can give ECPs great product at the right price. ability to lower prices while still being committed
The secret is a combination of Internet ordering, to using labs across Canada to deliver the
local delivery and services, and global sourcing. product to ECPs. Over the next 18 months,
“I want to give the independent ECP the means the network will have labs in every province. Direct-lens.com and lensnetclub.com
to compete with big players and Internet services Currently, locations can be found in give Canadian ECPs powerful tools
that go direct to consumers,” he adds. “If we Montreal, Drummondville, Trois-Rivières, QC, for ordering and managing orders
don’t find a way to help them, I’m afraid many St. Catharines, ON, Saint John, NB and soon in online. “It’s a new way to purchase
will disappear in the next 10 years.” Western Canada. lenses for the independent ECP,”
notes Beaulieu. “We make it easy to
The websites www.direct-lens.com and The current production capacity is in excess
order, manage and trace orders, all
www.lensnetclub.com are Beaulieu’s solutions of 50,000 lenses per day. Eighty per cent of
while enjoying significant savings.
for Canadian ECPs. DirectLab Network is a Lensnetclub products are delivered within five
It’s a no-brainer.”
full-service company offering both standard working days, with the remaining 20 per cent
and customized lenses, along with warranties, guaranteed for delivery within seven working Beaulieu wants to take his Direct-Lens
coatings and customer service via the days. “Our guarantees with Lensnetclub are public within five years. “By then,
direct-lens.com ordering platform. They have firm, and if we are late we issue the customer I will have achieved my goal of
both proprietary and some well-known brand a refund in the form of a coupon for the next bringing Canadian ECPs high-quality
products, ensuring that there is a wide range of purchase,” explains Beaulieu. lenses at a price that will increase
high-quality lenses to meet any need. All lenses from Direct-Lens and Lensnetclub their margins and help them not only
Lensnetclub.com is an Internet-based discount are available digitally surfaced and two to stay in business but to prosper.
club offering all major lens brands within customized free-form products are available I’m an independent with a firm
standard Rx parameters. This is the go-to place through Lensnetclub: Cleari and Innovative. commitment to support the
for standard orders in situations where one DirectLab Network offers premier products independent optical professional.”
doesn’t mind paying extra for warranties or through Direct-Lens: Precision and MyWorld. The Beaulieu family has a strong
doing without. The difference between this club All products represent the best quality-to-price history in the optical industry. “My
and others is the customer service, the availability ratios in the industry, according to Beaulieu. father, with over 50 years experience
of fax ordering and the fact that there are “I have invested over $3 million to make sure in the business, was my mentor,” says
18 materials and indexes available from all we are outstanding in the field,” explains Beau- Beaulieu. “I also obtained a master
major manufacturers. The prices are great and lieu. “And we have developed an incredible degree in law, which has been an asset
the customer pays separately for everything, team of more than 50 seasoned professionals in my business career.”
including the cost of a fax order (a $2 surcharge to support our growth, including Jean-Marie There’s no doubt that Beaulieu has
when not ordering over the Internet). Pomerleau, CFO and Ted Hahn, vice president done incredibly thorough research
Lensnetclub.com prices are up to 60 per cent of sales for DirectLab Network, David Landry, and established a strong sourcing
less than the competition. DirectLab Network territory manager for Atlantic Canada, Robert Bell and distribution business model. As
is the official agent in Canada for this service, for Quebec, and Roger Morin and Jeff long as ECPs embrace Internet-based
which is based in the U.S. Perkins in Ontario.” Beaulieu’s daughter, Veronique purchasing, Direct-Lens and
Beaulieu takes his companies both global and Beaulieu, is onboard at the Trois-Rivières Lensnetclub will thrive, and quite
local via the DirectLab Network, which is currently head office, in charge of special projects, possibly change the balance of power
served by laboratories and manufacturers in development, communications and logistics. in this competitive market. n
[ DirectLab Network President, Daniel Beaulieu ]
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