SVS VISION AND ECCA/EMPIRE VISION HONORED AS FIRST-EVER TRANSITIONS REGIONAL AND NATIONAL RETAILERS OF THE YEAR

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1 For Immediate Release CONTACT: Susan English or Courtney Myers Euro RSCG Worldwide PR (412) or Mary O Hara Transitions Optical, Inc. (727) ext SVS VISION AND ECCA/EMPIRE VISION HONORED AS FIRST-EVER TRANSITIONS REGIONAL AND NATIONAL RETAILERS OF THE YEAR ORLANDO, Jan. 26, 2011 Transitions Optical, Inc. has announced the winners of the first-ever Transitions Retailer of the Year award. SVS Vision Optical Centers for the regional division and Eye Care Centers of America (ECCA) & Empire Vision for the national division were honored for their year-long efforts and achievements in promoting healthy sight during the 15 th annual Transitions Academy at Rosen Shingle Creek in Orlando, Fla. From creative marketing programs and promotions, to above-and-beyond efforts to educate their staff and patients about the benefits of Transitions lenses, SVS Vision and ECCA & Empire Vision are truly deserving of the Transitions Retailer of the Year title, said Alex Louw, director, national retail and Canada, Transitions Optical. Even though this is the first year we ve thanked our partners with an official title, both SVS Vision and ECCA & Empire Vision have provided consistent, strong results over the past several years. We thank them for their ongoing support and dedication to the Transitions brand. Other finalists for the 2010 Transitions Retailer of the Year award included Eyear Optical (regional division); Henry Ford OptimEyes (regional division) and National Vision, Inc. (national division). Transitions Optical, Inc 9251 Belcher Road, Pinellas Park, Florida 33782, or , (fax)

2 Transitions Retailer of the Year Winners 2 We are extremely humbled by the level of support we have received from all of our finalists over the past year and want to thank and congratulate them for all of their achievements, added Louw. We wouldn t be where we are today without our partners. The Transitions Retailer of the Year award finalists were judged on several factors, including overall growth of Transitions lenses; efforts to support the Transitions brand through marketing programs and promotions; quality of education provided to optical employees; efforts to promote healthy sight in their local community and support and involvement with public service programs; and an overall commitment to educating customers about the importance of healthy sight and benefits of Transitions lenses. SVS Vision For the past several years, SVS Vision headquartered in Mt. Clemens, Michigan has promoted Transitions lenses as the best primary pair of eyewear, and recommends the technology to all of its patients. This has allowed SVS Vision to achieve significant growth with Transitions lenses, despite the tough economy. From our executive team, to our doctors, to our front-line office staff and sales teams, SVS Vision stands committed to our belief in Transitions lenses and we see this loyalty not only from our staff, but also from our patients, said Lisa Toma, vice president, SVS Vision. We are thrilled to receive the first-ever Transitions Retailer of the Year title, as it is a true testament to the hard work and efforts of our entire team over the past year. In 2010, SVS Vision created several lens packages featuring Transitions lenses, and even developed a new visual selling tool to help staff members better communicate the product benefits to patients. All team members in SVS Vision s 53 offices were trained on the new lens packages and were provided with tips for presenting Transitions lenses to patients. To further

3 Transitions Retailer of the Year Winners 3 incentivize staff members, SVS Vision offered rewards for each package sold, including a free trip to Transitions Academy for the highest performers. Children remained a focus for SVS Vision in 2010, and through a special back-to-school promotion, SVS Vision offered discounts on Transitions lenses for kids from July thru October. SVS Vision also offered a complete pair of glasses with Transitions lenses for a great price a deal that has quickly become the retailer s #1-package. We truly believe that Transitions lenses are the right choice for children, added Toma. Our kid-focused promotions have allowed us to put more kids in the product and get them excited about Transitions lenses at an early age. Early users often become life-long customers. SVS Vision also gave back to local children and their families in In June, SVS Vision partnered with Transitions Optical, VSP Vision Care and Bess the Book Bus to provide Transitions lenses and funding to kids in need. Through its efforts, the retailer provided more than 50 pairs of Transitions lenses to local children, and raised money for the Boys Hope Girls Hope of Detroit. SVS Vision also partnered with the Coats for Kids Foundation to create a cookbook filled with recipes provided by its employees and suppliers. Proceeds went toward purchasing and delivering more than 1,800 coats to kids in need. In addition to featuring Transitions lenses in several in-office display pieces at all of its locations, SVS Vision takes full advantage of Transitions Optical s online consumer education tools including interactive demonstrations to show how Transitions lenses work and the Eyeglass Guide, which allows consumers to build their glasses from the lenses up. SVS Vision also highlights Transitions lenses in its social media postings on Facebook and Twitter. Eye Care Centers of America & Empire Vision Headquartered in San Antonio, Texas, ECCA & Empire Vision focused on three key areas in 2010 incorporating the Transitions brand into all of its staff and customer education; positioning Transitions lenses as the ideal pair of everyday lenses and packaging the

4 Transitions Retailer of the Year Winners 4 technology with other products; and driving excitement for the product through all promotions. These efforts have allowed ECCA & Empire Vision to achieve double-digit growth with Transitions lenses, year-over-year, since We are honored to receive this award from Transitions Optical, said Jim Eisen, president of ECCA. Our strong partnership continues to grow year over year. The entire field team has embraced this technology as a quality solution to their customers /patients vision needs. In 2010, ECCA & Empire Vision kept employees up-to-speed on the latest products and programs from Transitions Optical by holding several training sessions throughout the year. Training focused on everything from how to position Transitions lenses with an AR coating as the best healthy sight lens for patients, to changing behaviors to drive positive results. Customers were exposed to the Transitions brand through several in-office displays, including an entire wall focusing on Transitions lenses and sunwear. ECCA & Empire Vision leveraged Transitions Optical s PGA TOUR sponsorship in 2010 to further drive excitement, and offered a promotion where customers could win a chance to play with a PGA TOUR pro at the Transitions Championship event in March. During the Transitions Championship, the retailer was visible within the Live Your Vision Pavilion, and provided a Wii game simulation to reinforce to attendees how important healthy sight is to succeeding in everyday activities. About Transitions Optical As the leading provider of photochromics to optical manufacturers, Transitions Optical, headquartered in Pinellas Park, Fla., offers the most advanced photochromic technology in the widest selection of lens designs and materials. Transitions Optical is driven by innovation to support the advancement of healthy sight and adaptive eyewear, and to providing its partners

5 Transitions Retailer of the Year Winners 5 the tools and programs their businesses need to thrive. Transitions lenses are the #1- recommended photochromic lenses worldwide. Transitions Optical s family of products includes everyday lenses, designed to be worn indoors and darken outdoors, and performance lenses, designed to be worn outdoors in place of sun lenses. Transitions everyday lenses adapt to light to provide more comfortable vision while protecting eyes from UV. Transitions performance lenses include the company s sunwear line, Transitions SOLFX sun lenses, which enhance visual performance in specific outdoor activities by adapting to optimize color and darkness in changing light conditions. For more information, visit Transitions.com/Pro or TransitionsSOLFX.com, or contact Transitions Optical Customer Service at (800) (United States) or (877) (Canada). # # # NOTE: For images or additional information, please contact Christina Wetzel at or christina.wetzel@eurorscg.com.