The new Zeiss Vision Centre by Sigo practice in Western Australia, designed in collaboration with Zeiss but independently owned

The first Zeiss Vision Centre in Australasia has opened its doors in Westfield Booragoon, near Perth in Western Australia (WA), in partnership with WA optometry practice Sigo Eyecare.

With over 200 Zeiss Vision Centres established globally, it was an easy decision to try this successful concept in Australia, said Sigo Eyecare owner Martin Feng. “Being able to open a practice with the latest in Zeiss technology is a privilege. Zeiss has no ownership, yet this concept store enables me to leverage the brand and access the tools and processes to provide a superior patient experience.”

The Zeiss partner programme enables independent eyecare professionals to utilise the brand to elevate and differentiate themselves in the competitive market, said Gail Giordani, head of Zeiss Vision Care Australia and New Zealand. “The concept also opens up access to exclusive Zeiss marketing content, customised business support, staff education and a global community of like-minded business owners to engage with and share learnings.”

Once a partnership is established, the Zeiss Vision Centre is designed by Zeiss global architects in collaboration with the owner to suit the local market demographic, ensuring the store concept and unique Zeiss look is maintained. A centre offers all the latest Zeiss technology, including Zeiss’ nine-step lens-choice journey, My Vision Experience, the Zeiss i.Profiler for objective vision tests and lenses with precision optics of 0.01D, and the Zeiss Visufit 1000 platform for an optimal frame choice, said Giordani, adding that the practice can choose to market Zeiss frames but commits to using Zeiss equipment and its branded lenses.