Opticana is a leading retail chain in the field of optics and hearing, with 80 branches throughout the country.
The company was founded in 1988 by Meir and Sarit Rassin.
Opticana, the leader in the field of optics in Israel, views eyewear as a means of self-expression for its user and gives each customer a pleasant and enjoyable retail experience.
Opticana provides the most advanced optometry and audiology services in Israel.
The stores sell eyeglasses, sunglasses, contact lenses and hearing aids.
The chain employs more than 550 people, including 150 professional optometrists licensed by the Ministry of Health.
According to industry estimates, the chain holds 22% of the optical market in Israel.
Opticana chooses the trendiest contemporary styles inspired by the leading international fashion capitals.
The Opticana chain hold a range of more than 40 different brands of eyeglasses and sunglasses with collections renewed four times a year and include international brands.
At Opticana you will find the most sought after brands including: Gucci, Raven, Prada, Versace, Jimmy Choo, Vogue, Miu Miu .. and more
In addition, the most prestigious fashion houses in the world, including Cartier, Flair and Esprit chose Opticana as their exclusive representative in Israel.
Hundreds of models can be found in Opticana’s branches with various collections for men, women, teens and children.
Alongside the international brands, Opticana with its deep knowledge of the Israeli consumer tastes, preferences and unique needs, and exclusively imports the brands Koya, Koya Exclusive, Koya Haute Couture, Seven and Rap.
The uniqueness of these brands is expressed in their frames’ perfect fit to every face shape.
In addition, the wide selection of models allow every customer to find the best model based on their personal style and taste.
The Hearing Division
In 2007, the company established the Hearing Division.
The division was founded on the basis of many years of experience in the field of para-medicine and with a growing awareness of the demand by a large number of Opticana customers for hearing aids as a complementary product to the optics range.
Opticana possesses vast knowledge and professional tools which give it a significant advantage in providing a comprehensive solution for its customers.
As a company with the highest awareness and service capabilities in Israel for many years, Opticana has succeeded in understanding the existing needs in the hearing aid sector and has become a key player in the industry. The company is committed to making the field legitimate, accessible to the Israeli clientele while providing a pleasant retail experience.
Opticana is one of the leading hearing aid suppliers for Clalit Health Services.
Members of Clalit’s Mushlam insurance plan are entitled to receive a hearing aid without an extra charge according to the conditions of their policy
To date, Opticana has launched 15 professional hearing centers located in various branches throughout the country, each of which is staffed by certified speech therapists.
The Opticana hearing centres include advanced equipment and quiet rooms that meet the strictest standards, including ISO 9001. The hearing centres provide comprehensive hearing test services, hearing rehabilitation counseling, personal fitting and selling of hearing aids and accessories
Opticana is an authorized distributor of the best hearing aids in the world and keeps up to date with the latest technological innovations in the hearing aid industry.
An accomplished company
Opticana leads the optics industry in Israel!
As a business we strive for achievement, leadership and success and set ourselves challenging goals and objectives.
Achievements led by passion and love
It's essential for us to understand the person behind the glasses!
We consider each client a welcomed guest, and express this by providing service with joy and love.
Respect What You Do
We respect the needs of all customers, the company’s values, goals and professionalism by ensuring fair procedures and methods.
Opticana’s Top Standards
We set a high standard in all our endeavors to provide the best service and product.
Yes We Can
Yes! Yes! Yes! - We believe in positive media that empowers the present.
We will do our utmost to give the customer the best service and product , in order to create high satisfaction and loyalty.
The drive for success - “Self Dependence”
We are determined to achieve our goals and objectives by focusing on "Self Dependence" and perseverance of business practises.
Innovation, development and learning
As part of our business, we strive to bring the "next thing" in technology, fashion and service! We have the thirst for knowledge and the desire to improve, with a constant strive for growth.
We feel connected and committed to our achievements and vision, connected to our values and act accordingly.
Opticana has set itself the goal of being the best in every field in which it operates, employing people with a high level of personal skills.
Opticana employs optometrists who are licensed by the Ministry of Health.
The Opticana training department is responsible for providing professional training to optometrists who undergo many training sessions both in Israel and abroad, and participate in conferences that are considered best in this field.
Every week, optometrists, branch managers and service personnel from all over the country undergo training in the company’s headquarters, where they keep up-to-date with the latest innovations in the field.
As a result, Opticana has achieved great accomplishments and has positioned itself as the leading optics chain in Israel.
Opticana views glasses as a means of self-expression and gives each customer a pleasant and enjoyable retail experience.
One of the most important emphasis is a constant improvement in customer service.
Opticana believes in a quality, professional, available and comprehensive service to customers.
We invite our customers to consult with our best experts to their absolute satisfaction and with no time restraints.
Opticana's codes of service: Providing professional solutions to customers, providing personal, tolerant and courteous treatment, meeting defined service time frames and providing a pleasant and satisfying purchasing experience.
Opticana keeps up to date with the technological changes in Israel and abroad and stand at the forefront of progress, with the constant aim of upgrading and streamlining. In this framework, Opticana employs analysts and research & development personnel for all marketed lenses throughout the chain.
Furthermore, the Opticana factory holds the most advanced instrumentation in the world.
All production lenses in Opticana are manufactured at SEIKO in Germany, a brand founded in Japan in 1881 and entered the field of optics in 1942.
SEIKO is the leader in the field of lenses and coatings, moving forward with production and development of innovative technology. The brand is a standard of precision and professionalism hence the natural connection with Opticana.
Opticana’s Portable Store
Opticana’s portable store is staffed by qualified and professional staff, including optometrists in the Ministry of Health, training and sales representatives with a high level of service awareness.
The portable store is equipped with the most advanced optometry equipment and serves as a 1 stop store, offering a wide and up-to-date collection of sunglasses, eyeglasses and contact lenses.
Opticana’s portable store offers its services throughout the country, reaching places of employment / settlements / kibbutzim / military bases / retirement homes and in exceptional cases even the customer's home. The existence of the portable store is the result of Opticana's values for maintaining high availability and personal attention. Accordingly, in Opticana, we set the highest standards for customer service.
The portable store offers special and attractive prices.
About Meir Rassin, Owner and Chairman of Opticana:
Meir Rassin is a second generation optometrist with a bachelor's and master's degree in optometry from the University of Cologne in Germany.
In 1975 he began working for the Air Force’s medical committee at the Medical Center of the Air Force.
During his work, he achieved a major breakthrough in vision correction for pilots and through his guidance, new standards were set for fitting contact lenses to pilots.
Following ten years of specializing in optometry services in a private clinic and achieving great reputation, Rassin embarked on a new path and founded Opticana to lead the optics market in Israel with uncompromising professionalism.
About Elroe Turgeman, CEO of Opticana:
Born in 1980, a Certified Public Accountant with BA in Economics and Accounting from Bar Ilan University.
He held his internship at Kesselman & Kesselman C.P.A.s
(PWC) and previously held financial positions in other organisations.
He began his employment at the company in 2013.
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