NEW YORK—Luxury optical retailer and sunglass brand, Morgenthal Frederics, opened its third Madison Avenue location here earlier this month. The store at 1155 Madison Avenue is the group’s fifth store in Manhattan and the 13th freestanding boutique with other stores in California, Colorado, Connecticut, Florida, Illinois and Washington D.C.

The store utilizes shaker-inspired peg designs, the Morgenthal Frederics bar, wooden wall fixtures and window light boxes, signature to the brand’s other stores. “We’re excited to continue to find locations in Manhattan that are ideal for highlighting the Morgenthal Frederics’ brand,” stated Jeff Press, senior VP of merchandising and designer.

Morgenthal Frederics is part of the Luxury Optical Holdings Group. The first Morgenthal Frederics store was born on Madison Avenue in 1986 when optician Richard Morgenthal purchased the iconic Frederics Opticians. The brand slowly expanded into several other luxury optical shops in Manhattan. It was purchased by the newly formed Luxury Optical Holdings in 2006.