Interview

A Success Story Turns 15 Years: ZEISS VISION CENTER

Achievements and outlook – an Interview with Pia Kretz, Head of ZEISS Business Partner Program

3 December 2025

"Our partners are thriving, and ZEISS VISION CENTER are performing exceptionally well," reports Pia Kretz, Head of ZEISS Business Partner Program

Pia, it's been 15 years since the first ZEISS VISION CENTER opened in Chemnitz and Kassel, both Germany. Congratulations. Can you share how it all started?

And, we are also celebrating other anniversaries: 15 years of ZEISS VISION CENTER also in South Africa, and 10 years in Brazil, India and Indonesia.

Back then, when opening the very first ZEISS VISION CENTER, we saw an opportunity to create a new kind of experience—one that combined state-of-the-art technology, expert consultation, all placed in a ZEISS’ premium brand environment. The idea was to set a new standard for vision care, not just in Germany, but globally.

From those first locations, the ZEISS VISION CENTER concept quickly proved its value. Partners and consumers alike responded positively to the unique ZEISS experience. Today, ZEISS VISION CENTER are present in almost 50 countries, with almost 400 stores operating—and many more in the pipeline.

What started as a vision in Chemnitz and Kassel has become a global success story, driven by our commitment to innovation, quality, and partnership.

How are ZEISS VISION CENTER performing today? Do you have current figures to share?

Today, ZEISS VISION CENTER are performing exceptionally well. In Brazil, we have 200 ZEISS VISION CENTER operating. In the past year, ZEISS VISION CENTER have entered several new markets, including Singapore, Peru, Argentina, Vietnam (with centers in both Hanoi and Nha Trang), and Saudi Arabia (Jeddah).

The growth rate has been remarkable, with some regions—such as India—experiencing over 110% increase in the number of centers within the last year alone. In general, expansion continues at a rapid pace, with more than one new ZEISS VISION CENTER opening each week worldwide and 77 projects currently underway.

Our partners are thriving: I have seen ZEISS VISION CENTER participants that generated twice as much revenue as other ZEISS stores in the region. Additionally, consumer satisfaction remains outstanding, with average Google ratings of 4.95 stars, well above industry standards.

What sets ZEISS VISION CENTER apart, and what motivates eye care professionals to open one?

What truly sets ZEISS VISION CENTER apart is the unique experience they offer—both for consumers and for the independent eye care professionals who choose to open and operate them. The feedback we receive from them is consistently insightful and motivating.

One eye care professional shared that she was drawn to the ZEISS VISION CENTER concept because it allows her to manage every aspect of the in-store customer experience using ZEISS’ expert vision solutions. She expressed that the mono-branded ZEISS environment instills confidence, enabling her to provide customers with access to cutting-edge technology and a unique consultation experience.

Another recurring theme in the feedback is the value of the ZEISS brand itself. Many partners mention that the strong brand presence and the state-of-the-art store design help them stand out in their local markets.

What we experience is that eye care professionals also appreciate the comprehensive support and training they receive from us—they say it helps them stay ahead of the curve. We offer them regular community mailings to keep them informed and connected with the latest trends and best practices. We give them priority access to product innovations, and invite them to digital enablement sessions to improve conversion from their digital channels and other ZEISS platforms, such as the store finder.

Ultimately, what we think motivates eye care professionals to open their own ZEISS VISION CENTER is the opportunity to provide a premium, individualized visual health consultation and purchase experience for their customers. The sense of partnership and the ability to grow their business in a future-oriented way are key drivers, as reflected in the stories and feedback we hear every day.

One of the first ZEISS VISION CENTER started in Kassel, Germany. Today, ZEISS VISION CENTER are present in almost 50 countries, with almost 400 stores operating—and many more in the pipeline.
One of the first ZEISS VISION CENTER started in Kassel, Germany. Today, ZEISS VISION CENTER are present in almost 50 countries, with almost 400 stores operating—and many more in the pipeline.
One of the first ZEISS VISION CENTER started in Kassel, Germany. Today, ZEISS VISION CENTER are present in almost 50 countries, with almost 400 stores operating—and many more in the pipeline.

ZEISS VISION CENTER by Dr. Batal Vision in Jeddah, Saudi Arabia: the largest ZEISS VISION CENTER worldwide, covering an impressive 480 square meters.

From a strategic perspective, which was the biggest highlight of the last fiscal year?

The ZEISS VISION CENTER in Jeddah by Dr. Batal Vision is a milestone for us. It’s not only the first of its kind in Saudi Arabia, but also the largest ZEISS VISION CENTER worldwide, covering an impressive 480 square meters. We officially opened the doors last November after more than a year of careful planning and concept development.

What makes this project so special is the way we combined ZEISS’ signature design language with local cultural elements—creating a space that feels both globally premium and locally relevant. For us, this wasn’t just about size; it was about setting a new benchmark for customer experience in the region.

What does an independent eye care professional need to know if she or he wants to open their own ZEISS VISION CENTER?

First of all, it is about joining a community of like-minded people, a global network of highly qualified eye care professionals.

ZEISS VISION CENTER are specialist retail stores that are owned and operated by independent professionals who enter into an exclusive, long-term partnership with ZEISS. This partnership gives you access to an end-to-end networked technology ecosystem, premium ZEISS products, and a distinctive, timeless shop design.

Central to the concept is the My Vision Experience by ZEISS—a systematically structured consultation process that helps you correctly identify every customer’s individual vision needs. This process is supported by expert knowledge and the use of modern measuring instruments and digital apps, ensuring that each consumer receives a transparent, well-informed, and holistic improvement of their vision.

As an owner, you and your employees will receive comprehensive training to match the requirements of the My Vision Experience by ZEISS, as well as ongoing education on ZEISS systems, instruments, and lens solutions. This ensures that you will maintain a consistently high standard of quality in your services.

Looking ahead, what innovations or new solutions can customers expect?

Looking ahead and beyond ZEISS VISION CENTER, we are introducing several exciting innovations and solutions that will shape the future for both partners and consumers. For example, we are expanding the use of Business and Digital Health Checks. These consultative tools provide data-driven insights into the growth of partner stores and enable ZEISS to offer tailored support that accelerates growth and customer success.

Additionally, we are introducing a new, modular ZEISS Brand Space Design. This flexible system allows partners to integrate ZEISS branded spaces into their optical stores—or clinics. Yes, you did hear right!

In the area of eye clinics and hospitals, ZEISS is opening new ZEISS VISION CENTER in collaboration with leading medical partners around the world for instance in Mexico City, Mumbai, Jeddah, Temuco, Quito, Lima, and Beirut. Beyond these retail touchpoints in clinics, we are opening the first ZEISS VISION CLINIC in Mexico City—a brand-new concept, proving our dedication to holisitic visual health. This clinic offers holistic visual health services, combining ZEISS’ expertise in both vision care and medical technology to create a seamless patient journey. The ZEISS VISION CENTER concept is also being adapted for medical environments, with dedicated ZEISS areas for sales, consultation, and refraction within clinics. This approach enables shared spaces and workflows, enhancing consumer experience and supporting the integration of advanced ZEISS technologies.

Furthermore, ZEISS is integrating a new brand proposition that goes beyond vision correction and focuses on comprehensive, lifelong visual health. This mission—to protect and improve the vision and lifetime visual health of the world’s consumers—is being embedded across all new ZEISS VISION CENTER projects, communications, and training initiatives. The new proposition is brought to life through initiatives like the ZEISS EyeCare Network, which connects opticians, optometrists, and ophthalmologists for seamless, lifelong eye care.

In summary, customers and partners can look forward to enhanced branding and digital tools, new medical destinations, and a brand proposition that puts lifetime visual health at the center of everything we do at ZEISS.

We are very curious to see what's next. Pia, thanks a lot for these interesting insights. We wish you continued success with all your ZEISS VISION CENTER projects!