Case | HBS Case Collection | October 2013

Pearle Vision: Clearly Different?

by Rajiv Lal and Natalie Kindred


Ohio-based optical retailer Pearle Vision, part of the vertically integrated Italian eyewear group Luxottica, sold glasses and offered in-store eye exams. Once the largest U.S. optical retailer, Pearle Vision, with 266 corporate stores and 356 franchised stores in 2012, was struggling to compete with and differentiate itself from industry leader LensCrafters, also owned by Luxottica. Increasing competition from low-price competitors, such as Wal-Mart's optical stores, were adding further competitive pressure. The case takes place in early 2013, with Pearle Vision's new CEO announcing his plans for revitalizing the chain. Will his strategy work?

Keywords: eye care; Competitive Advantage; Market Participation; Retail Industry; Health Industry; United States;


Lal, Rajiv, and Natalie Kindred. "Pearle Vision: Clearly Different?" Harvard Business School Case 514-015, October 2013.