Independent ophthalmic lens manufacturer CR Labs is marking 50 years with a new Sydney facility, continued investment in technology, and recognition as an Endeavour Awards finalist.
Superyachts drift past and the Sydney Harbour Bridge frames the skyline from CR Labs’ soon-to-open base at Jones Bay Wharf – a location CEO Adam Fletcher feels is both strategic and symbolic for the company his father founded in 1976.
Set within Pyrmont’s waterfront precinct, the new facility places the independent Australian lens manufacturer at the centre of its fastest-growing market while strengthening its ability to deliver faster, more localised service.
“It’s a central location with exceptional access to the city, couriers and the airport, which made business sense,” Fletcher says.
While CR Labs has operated nationally for decades, the move north reflects a shift in demand. New South Wales has emerged as the company’s largest growth market, prompting a more permanent presence.
Scheduled to open in June 2026, the Sydney lab will complement – rather than replicate – the company’s Melbourne manufacturing base in Dandenong. Complex lens processing will remain centralised, with finished components sent to Sydney for fitting and rapid distribution.
For independent practices, Fletcher says the change is designed to reduce delays and improve responsiveness, particularly for time-sensitive orders.
“The Sydney lab will focus on fitting stock lenses – lenses we don’t grind. All grinding of progressives and multi‑coated semi‑finished lenses will stay in our central facility in Melbourne to avoid duplicating manufacturing, then the finished lenses will be sent to Sydney for fitting, he says.
“We will be servicing the local Sydney market with same-day turnaround fits, and in some instances one-hour turnaround times for urgent jobs.”
There’s also an environmental element. By reducing the need to transport lenses between states, CR Labs will minimise its operational footprint.
“We’re conscious of the environment at CR Labs. To send a job from Sydney to Melbourne when it could be handled locally – it’s more efficient and more environmentally friendly,” he says.
The waterfront location will also fit into a broader plan to host training and collaborate with industry organisations and education providers.
Technology focus
The Sydney launch coincides with continued investment in advanced manufacturing, an area Fletcher describes as critical to maintaining CR Labs’ competitiveness in a market dominated by multinational corporates with large R&D spends.
He says CR Labs operates on a five-year equipment renewal cycle, ensuring its production capabilities remain aligned with the latest developments.
As an independent business, the company is not tied to a single machinery brand. Instead, it selects technologies from multiple global manufacturers based on performance, allowing it to adapt quickly as new systems emerge.
“For us, staying at the front of technology in terms of processing is paramount to our success,” he says.
“In lens manufacturing there are only two or three global leaders, and unlike our corporate competitors who are often locked into a single supplier, our independence lets us choose the best from each.
“Right now, Schneider is at the absolute forefront of processing, but we also use substantial Satisloh product, so we can pick and choose who has the best solution for each part of the process. That’s what keeps us ahead – we’re not shoehorned into one supplier, and our decisions aren’t driven by budgets but by manufacturing expertise.”
This same selective approach is applied to product development too.
CR Labs emphasises evidence-based innovation, with new products required to meet strict validation standards before entering the market.
“We’re always working on new products – we’re a fact‑based company. Every lens we bring to market has to be backed by evidence, testing and science. The days of launching a design on marketing claims alone are over; people want proof these products do what they say,” Fletcher says.
“Right now, we’re working very closely in neurology, with products due toward the end of the year to help people suffering from brain injury or trauma. It’s a global opportunity, not just an Australian one, and we’re equally active in paediatrics with new children’s eyecare products being validated with several specialist groups.
“We’re also expanding our work in migraine with Avulux, developing two new light‑sensitivity products designed to reduce migraine frequency, help prevent attacks, or at least lessen their impact, further building on the success we’ve already seen with Avulux.”
Independent strength
Recognition as a finalist in the 2026 Endeavour Awards, hosted by trade magazine Manufacturing Monthly, perhaps serves as further validation that Fletcher is positioning CR Labs well for the future.
The nomination followed a detailed review process, including input from CR Labs’ R&D team and feedback from the independent practices it serves.
The acknowledgement comes during a milestone year for the business. Founded five decades ago by Fletcher’s father Ray Geake, CR Labs has operated through significant industry consolidation, with independent optometry now representing a much smaller share of the market.
“When I started with the business, the greatest proportion of the market was independent, around 80%. Now it’s closer to 27%,” Fletcher says.
Despite that shift, the company has maintained its focus on supporting the independent market, a strategy that’s embedded in CR Labs’ DNA.
Fletcher says local manufacturing capability has become increasingly important in this context, particularly in light of recent global disruptions affecting freight and supply chains. Maintaining control over production can help mitigate those risks while ensuring consistent service.
“What we pride ourselves on is being able to get a first-class quality job back to the patient in a timely manner,” he says, noting the Sydney expansion is further evidence of this.
“We know what we do and how we do it, and from an innovation standpoint our technologies speak for themselves in the success patients experience when they put on our lenses.”
Looking ahead
As CR Labs approaches its 50th anniversary, the milestone will be marked with events across multiple states beginning in September, bringing together staff, partners, and customers from across Australia.
As the company expands its footprint and product development, Fletcher says it will continue to invest in its people and market presence. A newly appointed marketing manager will support engagement with independent practices, helping them promote their services while strengthening CR Labs’ brand.
“We need to create our Australian lenses and have a presence in the market. A lot of our independent practices use our teams to help promote their businesses as well, so it’s a win-win,” Fletcher says.
Across five decades, the company has adapted to changing technologies, shifting market dynamics, and evolving customer expectations. That trajectory, Fletcher suggests, will continue to be shaped by a balance of independence, innovation, and practical outcomes.
“We work for sustainability, we work for survival – and we focus on getting the best outcomes,” he says.
