The national online vision care retailer honors its New York roots while introducing an elevated design and a modern customer experience.

GARDEN CITY, N.Y., Oct. 6, 2026 /PRNewswire/ — LensDirect, a leading national online retailer of contact lenses, eyewear and lens replacement, today unveiled a comprehensive new brand identity centered around its family heritage, entrepreneurial spirit and new brand platform: “See Your Way.”

The rebrand represents the next chapter for LensDirect – one that distinguishes the company from large, legacy corporate retailers by celebrating the real people, history and soul behind the brand.

LensDirect’s story began generations ago with a pushcart on Delancey Street in New York City and evolved through a series of family-owned optical stores across Manhattan. Today, that same family continues to lead LensDirect as it serves customers nationwide through a modern digital platform and its own in-house optical laboratory.

“LensDirect has never been just another website selling contact lenses or glasses,” said Ryan Alovis, CEO of LensDirect. “This business began with my family serving customers face-to-face on the streets of New York and inside our optical stores. That same commitment to value, quality and personal service remains at the heart of everything we do. ‘See Your Way’ is about giving people the freedom to find the products, experience and vision care that work for their lives – without being forced into the traditional way of doing things.”

LensDirect selected New York-based branding agency The Working Assembly to lead the transformation. The agency was tasked with modernizing a trusted national retailer while protecting the credibility and customer trust LensDirect has built over decades.

The new identity draws inspiration from LensDirect’s New York heritage while introducing a more refined and contemporary visual system. The transformation includes a refreshed color palette, elevated photography and storytelling, a modernized digital presence and an experience designed to better showcase the breadth and quality of the company’s offerings.

“LensDirect gave us a rare opportunity to help shape the future of a brand with an authentic, multigenerational story,” said Jolene Delisle, founder and CEO of The Working Assembly. “The challenge was to take a meaningful creative swing while respecting the history and trust that already existed. ‘See Your Way’ captures the independence, optimism and deeply personal nature of vision while creating a platform that can carry LensDirect confidently into its next era of growth.”

The launch follows a period of significant expansion for LensDirect. The company recently introduced Lolos, a children’s eyewear brand designed for real life with kid-friendly durability and accessible pricing, and Diablo, a performance eyewear brand featuring advanced VoltPRO HD lenses for enhanced clarity, contrast and protection.

These launches reflect LensDirect’s broader evolution into a more elevated vision care destination – spanning contact lenses, prescription eyewear, performance eyewear, children’s eyewear and its rapidly growing lens replacement service, which allows customers to place new prescription lenses into frames they already own and love.

In the coming months, LensDirect also expects to announce expanded vision insurance offerings designed to make its products and services accessible to millions of additional consumers.

“This new brand respects where we came from, but it is firmly focused on where we are going,” added Alovis. “We are investing in better products, stronger technology, expanded insurance access and a more thoughtful customer experience. We have the capabilities and reach of a national retailer, but we still operate with the care, accountability and long-term perspective of a family-run business. That is something we never want to lose.”

The refreshed LensDirect experience will launch across the company’s digital platforms, marketing, packaging and customer communications beginning October 6th, 2026. 

About LensDirect

LensDirect is a family-run vision care company offering contact lenses, prescription eyewear, lens replacement and specialized eyewear for adults and children. With roots tracing back to a pushcart on Delancey Street and generations of family-owned optical stores in New York City, LensDirect combines deep optical expertise with the convenience and accessibility of a modern national retailer. Through its in-house optical laboratory, innovative digital tools and commitment to customer service, LensDirect helps people see clearly – their way.

For more information, visit LensDirect.com.

About The Working Assembly

The Working Assembly is a New York-based branding agency that partners with companies at pivotal moments of growth and transformation. The agency helps ambitious organizations build distinctive brands through strategy, identity, design and storytelling.

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SOURCE LensDirect.com