Poya Eghterafi, president and CEO of EGMA LLC .
DALLAS—Rodenstock, the venerable optical brand known for high-technology ophthalmic lenses and high fashion frames, is being reintroduced to the U.S. market in mid-2015 by EGMA LLC.

In order to efficiently service U.S. customers, EGMA Lens Factory LLC, a leader in the Middle East/North Africa optical industry and manufacturing partner and distributor for Rodenstock, has established a new laboratory and distribution center here. Headed by Poya Eghterafi, president and CEO of EGMA LLC, the new U.S. beachhead will feature a state-of-the-art 15,000 square foot optical lab to manufacture the full range of Rodenstock proprietary free-form lenses as well as AR coatings and photochromics.

“We’re very excited to bring Rodenstock eyewear production to the United States from overseas, and it provides several key advantages,” Eghterafi said. “By ‘reshoring’ we can benefit from competitive rates for skilled labor, proximity to customers, quality manufacturing and transportation costs.”

Also leading the EGMA team as senior vice president of lenses is Alan Yuster, an industry veteran of more than 25 years with key experience in management, sales and operations. Yuster has held several high level positions with leading eyewear technology companies, most notably vice president of lenses for Rodenstock USA in the 1990s.

“For the first time here in the United States, the Rodenstock brand will be closer to the retail customer than ever before,” Yuster noted. “EGMA’s investment in our new, highly automated lab facility will allow us to benefit from improved flexibility and deliver an unrivaled customer service experience and the fastest delivery times.”

Based in Munich, Rodenstock GmbH is best known for its superior range of free-form progressive lens designs, such as Multigressiv, the first digital progressive on the market, and classic fashion eyewear featuring Rodenstock-licensed brands such as Jil Sander and Mercedes Benz Style.

akarp@jobson.com