SOURCE: Salt City Optics

Salt City Optics

October 03, 2013 10:10 ET Hits Cyberspace With Niche of Its Own

New Online Source for Prescription Glasses Focuses on Today's Active Lifestyles

SALT LAKE CITY, UT--(Marketwired - Oct 3, 2013) -, the premium online prescription eyewear store, today announced its entrance into the online optics arena with a first-of-its-kind focus on the outdoors and active lifestyles. With brands such as Oakley, Smith, Electric, Von Zipper, SPY, RAEN, IVI, Zeal and Arnette, is taking its charter of providing its customers with simple and exemplary experience and matching it with its passion for the great outdoors.

"Whether you are from Salt Lake City, or any location where the outdoors is a part of everyday life, you will appreciate what we are trying to accomplish with," said Steve Genzler, founder and CEO of "Our employees not only know and understand eyewear; they have a passion for the outdoors and spend time in the mountains pushing our products to the limits. Our approach is to combine our collective history in the optical industry with e-commerce expertise and fanatical customer service to provide a customer experience that is different, and superior, to what currently exists in the market."

Until was launched by action sports industry eyewear and e-commerce veterans earlier this year, athletes had limited choices on where to get eyewear that met their rigorous physical demands -- and most relied on the selection at a local optometrist or depended on the fashion-heavy e-commerce sites that didn't focus on people who are cycling, running, fishing or a host of other outdoor activities. The staff is focused on providing options to an audience that has been largely ignored.

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About is the premium online prescription eyewear retailer offering the best brands in sports, fashion and the active lifestyle. The Salt Lake City-based company's superior customer service guides the customer through the prescription eyewear purchase, making the process simple and familiar. For more information on premium prescription eyeglasses, please visit

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