Transitions Optical, Inc. has honoured Loblaw Optical as the winner of the Transitions Retailer of the Year award in Canada. Loblaw Optical was recognized on Tuesday evening during the 18th annual Transitions Academy event in Orlando as part of the Transitions Awards program.

“Loblaw Optical’s dedication to the Transitions Optical brand over the years has been astounding,” said Christine Underhill, business manager, Transitions Optical, Canada. “Loblaw Optical’s continued education initiatives and drive for success has been unparalleled. We congratulate Loblaw Optical on the team’s accomplishments throughout the past year and thank them for their continued partnership with Transitions Optical.”

Moe Benaim, senior category manager, optical, Loblaw Optical, accepted the award on behalf of the retailer.

“Winning the Transitions Retailer of the Year award in Canada was a primary goal of our team for 2013, and to win it, just means the world,” said Benaim. “At Loblaw Optical, we strongly believe in doing what is best for our patients and their eye health, and for us, that means developing our partnership with Transitions Optical. We are fortunate to have a great team of opticians and staff who believe in the Transitions® product. Day in and day out our staff helps patients find the best eyewear for their lifestyle, and Transitions Optical has helped us fulfill that goal.”

Product Education
Loblaw Optical is extremely committed to employee education and hands-on product training. The company ensures that staff members have a chance to experience Transitions® lenses for themselves by offering each employee a free pair. This firsthand product experience is not only beneficial for employee education, it is promoted through in-store signage mentioning that staff members wear Transitions lenses, helping to encourage product questions and conversations. Opticians are encouraged to recommend Transitions lenses based on the patient’s lifestyle, and have been active in educating on Transitions® VantageTM lenses as the newest, revolutionary lens technology. Loblaw works closely with Transitions Optical to ensure employees are well-versed on the entire family of Transitions lens products. Employees receive individualized training through in-store education. A Transitions Optical representative and other industry experts often join weekly conference calls as well to talk about the family of Transitions lens products, and additional training available.

Lens Bundles
During 2013, Loblaw Optical packaged Transitions lens products with an anti-reflective (AR) coating, which allowed opticians to easily suggest the best products to patients, without focusing on price. Opticians were given an easy way to price the lenses, and it was easier to recommend Transitions lenses to patients. “We found that packaging Transitions lenses with an AR coating gave the optician an opportunity to speak directly to the product’s benefits and features, rather than focusing on the cost of the lenses with the patient,” said Benaim.

Loblaw Optical has 141 locations and more than 500 optical employees. The retailer can be found on Facebook at Other finalists for the 2013 Transitions Retailer of the Year award in Canada included Costco Optical and Lunetterie New Look Eyewear. Visit for more information on becoming the next Transitions Retailer of the Year in Canada.


In 2012, Transitions Optical expanded its Awards program to recognize and reward a Canadian Retailer of the Year for supporting the Transitions® lens brand and actively promoting healthy sight within their practices and the community.

To be considered for the Transitions Retailer of the Year award, retailers must have 10 or more locations and have a partnership agreement with Transitions Optical. Nominees are evaluated on their commitment to photochromic growth; alignment to Transitions Optical and participation in programs and promotions; marketing initiatives; education and training efforts; and community involvement. Retailers can apply through self-nomination and submit nomination forms and presentations at


Since Transitions Optical, headquartered in Pinellas Park, Fla., was founded more than 20 years ago, the company has been driven by an innovative spirit and a commitment to partnership. As the leading provider of photochromics to optical manufacturers, Transitions Optical offers state-of-the-art light management technology in virtually every major lens design and material encompassing a family of everyday adaptive lenses and performance sun lenses.

Everyday lens options include Transitions® Signature™ lenses, the most responsive lens with full indoor clarity; Transitions® XTRActive® lenses which provide superior darkness outdoors; and the revolutionary Transitions® Vantage™ lenses, the first and only photochromic lenses to darken and polarize outdoors

Transitions Optical’s performance sunwear line includes a range of products customized in partnership with other best-in-class brands. Understanding that the right equipment can provide an advantage, the products are all designed to improve depth perception, clarify colour and increase contrast for specific outdoor activities.

Transitions Optical is dedicated to promoting healthy sight worldwide and to supporting its partners and optical professionals with tools, programs and resources to aid in their individual efforts and help strengthen industry growth. For more information, visit, or contact Transitions Optical Customer Service at (800) 848-1506 (United States) or (877) 254-2590 (Canada).