Owned by Super Pharm: Sunglasses for men, by David Beckham in the 'Iruka' chain (Photo: Foreign Relations)
The optics industry in Israel is experiencing upheavals as well as other large industries during the Israeli and global period.
The significant decrease in income during the crisis period (2020) was caused by the closures that resulted in low demand, the closing of stores due to the low traffic and lack of manpower and the inability to prepare for production or imports due to general economic uncertainty.
With the analysis of the data in the summary of the year 2022, it seems that the optics market is coming to life and is starting to show signs of rising to revival.
The latest developments, which include the purchase of the 'Iroka' chain by the Super Pharm chain and the entry into Israel of the leading international sunglass chain sunglass hut, belonging to the international optics giant "Luxautica", (entry attributed to the Fox group), may undermine the balance of power in the market and stimulate the revenues until the transition to the numbers we knew before the Corona period.
From the analysis of the data of the optics market in Israel, it is estimated that in the last year (2022), the revenues of this market amounted to approximately NIS 1.91 billion, a figure that indicates an increase of approximately 9% compared to the year before it (2021), and this against the background of the continued recovery of the economy from the Corona crisis .
Ray-Ban, one of the brands of the international optics giant 'Luxautica', under the Israeli control of Fox Group (photo: courtesy of Ray-Ban PR)
A significant decrease, a surprising increase and alignment
If we refer for a moment to the Corona period, which had a significant impact on a wide variety of fields, it can be seen that in the optics market in Israel, in 2020, there was a significant decrease in revenues (over 20%), when a significant number of stores closed their doors, even though the industry was declared essential, due to Poor customer traffic and economic unviability.
In 2021, there was a significant increase of about 17% in market revenues, with total revenues of NIS 1.75 million, which was the beginning of the exit from the crisis.
And now, as mentioned, another increase of 9% more than in 2021, which was fruitful in itself, which brings the total revenue to a slightly higher level than in 2019, which preceded the crisis and closed with revenues of NIS 1.9 billion.
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The revenues of the optics market in Israel are returning to the numbers known before the Corona period (photo: courtesy of CofaceBDi)
Returning to the familiar demands
According to Tahila Yanai, Co-CEO of CofaceBDi
: "It seems that the optics market has returned to the level of demand from before the Corona epidemic and is managing to generate a lot of interest among players in the market and outside of it."
Yanai also added that: "The latest developments, which include the purchase of Iroka by "Super Pharm and the Fox Group, which received the franchise to establish an international sunglasses chain in Israel, may undermine the balance of power in the market. We would add that other fashion chains are considering a possible entry into the optical market, which is in high demand."
Today in Israel, there are approximately 1,140 optical stores operating, approximately 500 of which are branches of chains, a number that constitutes approximately 44% of the total number of stores in this market.
The number of optical shops in the central area is estimated at about 365 shops, which constitute a quantitative share of about 32% of the total number of shops in the market.
Geographical distribution of optical stores throughout the country (photo: courtesy of CofaceBDi)
We can see far: we will see about a billion shekels
It is estimated that the revenues from the sale of eyeglasses in 2022 amounted to approximately NIS 936 million, and accounted for approximately 49% of the market revenues.
Also, the revenues of the sunglasses market stood at approximately NIS 726 million in 2022. The rest of the revenues came from the sale of accessories, lenses and contact solutions.
Among the prominent players in the market are the chains:
' which operates 122 branches,
which operates 72 branches,
'Super Pharm Optic'
which operates 72 branches, '
which operates 66 branches and '
' which operates 60 branches.
In total, the five main chains in the market operate 392 branches, which make up about 35% of the total number of branches in the market, and their revenues make up close to 45% of the total market revenues.
Distribution of the optics market revenues by categories (photo: courtesy of CofaceBDi)
Fox produces competition
It should be noted that in November 2022, the Competition Authority approved the purchase of the 'Iroka' chain activity by Super-Pharm.
The amount of the deal is estimated at NIS 75 million.
'Super Pharm Optic' mainly sells eyeglasses and contact lenses, while the 'Iroka' chain specializes in selling sunglasses - now they are joining forces.
In June 2022, Harel Wiesel's Fox Group announced that it had received the franchise to establish stores in Israel for the international sunglasses chain Sunglass Hut, which belongs to the world's largest optical company Luxautica, which owns a number of leading brands in the world, including: Ray-Ban, Oakley, Persol, Vogue and more.
During the launch of the chain's flagship store, the first store in Israel that opened this month (January 2023) at Dizengoff Center, Fox Group stated its intention to open 20 branches this year (2023), when according to the agreement, it is obligated to open 49 branches in the next 7 years.
Managers in the industry express concern that the opening of the chain will create a significant advantage for the Fox Group due to the priority it is expected to receive in the sale of Luxautica brands.
Sunglass Hut: The chain's entry into Israel is expected to undermine the balance of power in the optical market in Israel (Photo: Shuka)
The data analysis refers to the optical market in Israel, which includes stores specializing in the marketing of eyeglasses, sunglasses, lenses and contact solutions.