We’re all very familiar with Transitions Optical’s adaptive lenses that automatically darken, shading the wearer’s eye as light brightens. However, though the ever-innovative Transitions brand has been advertised widely on television for some years, the company doesn’t actually sell direct to end customers. It promotes and sells indirectly through its partner sales supply chain.
This consumer-focused emphasis has recently been reinforced further by the acquisition of Transitions Optical by French company Essilor. But perhaps the most striking feature of the merger has been the development of an innovative new business structure. Gone is the traditional sales force; now brand and sales momentum is driven by a powerful brand asset management platform.