The national optical group announced last week that Zeiss would be the exclusive supplier of eyeglass lenses to George & Matilda practices.Mr Chris Beer, chief executive officer of George & Matilda, said Zeiss shared the new business’ values and ambitions of creating high-quality eye care, and that a critical part of achieving this vision was through delivering high-quality precision lenses to George & Matilda customers.He added, George & Matilda Eyecare have been very committed to transforming what is a functional industry into one that is more warm, passionate and personable. As the only consumer-facing brand for lenses, Zeiss lends itself to our brand positioning and commitment to putting the customer first. Zeiss managing director Ms Hilke Fitzsimmons agreed the partnership was a natural fit for both parties. George & Matilda Eyecare’s ambition to provide its customers with quality that goes beyond their expectations makes th a perfect fit for Zeiss, she commented. We are incredibly excited to partner with Chris and his team, who have an ambition that matches our own when it comes to building the future of eye care. Mr Beer noted that an important factor in the decision to work with Zeiss was the manufacturer’s ability to provide comprehensive lens education and training across the George & Matilda network. Eye-care expertise will be central to our brand proposition and having a partner such as Zeiss, with a proven track record of innovation and excellence, is a key pillar in our strategy, he explained.George & Matilda launched in May this year with a stated mission of combining the marketing, systs, technologies, and resources of a larger business with the personalised service and local trust of independent optometry through partnerships with reputable practices. Hanks Optometrists’ 11 practices and Peter Hewett Optometry, both located in NSW, were among the optical group’s first acquisitions.Mr Beer said the Zeiss partnership was another major milestone in George & Matilda’s rollout, and that the business was well on track to achieve its growth ambitions. [We have] spent a considerable amount of time and investment in building state-of-the-art supply chain systs, allowing George & Matilda Eyecare to leverage all the benefits that scale can provide, he stated.