Latest News Standard Optical's CEO Aaron Schubach: VM's Conversations With Top 50 Retail Leaders By Marge Axelrad Thursday, June 18, 2020 12:24 AM NEW YORK—A major re-examination of its business in mid year of 2019 and subsequent investments in several new technologies, new types of communications with patients, and a rebranding which included its physical stores and its overall marketing and social media, helped Utah's optical retail leader, Standard Optical, as last year was ending and 2020 was beginning. Then the coronavirus pandemic hit. For Aaron Schubach, CEO of the company with a 100+ year history in the optical business, the work and overhaul of so many of the company's tactics in the previous year has been what has helped the store manage through the swift closure of its locations due to COVID-19, stay in touch with patients for urgent care, and, since then, see the successful re-emergence of its business since store reopenings began. Schubach is interviewed by Vision Monday's Marge Axelrad, SVP and editorial director, in the first of a new video series, VM Conversations with Top 50 Retailers. He candidly reviews the in-depth re-evaluation of its business last year, discusses the thought process behind it and shares several of the initiatives that the team at Standard Optical/Opticare of Utah went through in order to recalibrate its presence. The one-to-one video sessions, which will be shared over the coming weeks, will explore what's been happening with several senior executives whose businesses are listed among the most recently reported VM Top 50 U.S. Optical Retailers report.