MUNICH, Germany and SHERIDAN, Wyo.—German eyewear manufacturer Rodenstock GmbH, a leading global manufacturer of lenses and eyewear, is entering the U.S. eyewear market in January 2017 with its own sales subsidiary. Rodenstock USA LLC is based in Sheridan, Wyoming, and is headed by American Chris Juergens.

Juergens, formerly with Silhouette Optical Ltd., told VMail that the new business is a joint venture, though he would not provide details. He noted that the new business will focus on Rodenstock’s own brand of eyewear. “As an authentic optical brand, Rodenstock identifies with the perfect combination of design and technology rather than fashion trends, thus catering to the self-confident and discerning consumer,” he noted.

Rodenstock, a German company with 140 years of tradition in optical innovation, supplies independent opticians worldwide with high-quality lenses and frames, designed and engineered in Germany.

“The establishment of a U.S. sales subsidiary marks another step in our successful growth and internationalisation strategy,” Oliver Kastalio, CEO of Rodenstock, said. “We are entering the world’s largest eyewear market with products that stand out thanks to their high quality and German innovation and design.”

Under previous ownership, Rodenstock entered the U.S. market in the 1970s, but retreated at the turn of the millennium after an unsuccessful venture into new lens technology. Now headquartered in Munich, Germany, Rodenstock GmbH has a global work force of approximately 4,500 employees in more than 85 countries. It has production sites at 15 locations in 13 countries.

Juergens worked with Silhouette Optical Ltd for 15 years, first as its executive vice president, and the latter eight years as its president and CEO. He said, “Rodenstock’s 140 year tradition of innovation, quality and excellence is ideally suited to support the independent optical professional’s quest to provide exceptional service to their patients in an increasingly competitive environment.”

Rodenstock USA will address the U.S. market gradually and pursue a selective distribution strategy serving independent optical professionals, with a focus on quality eyewear frames and excellent service, Juergens said.