Edward Beiner joined New Look Vision Group Inc. as President of the U.S. Luxury division in March 2020. A pioneer of the optical industry for nearly 40 years, Beiner brings an intimate understanding of the luxury eyewear market in areas of retail, design, manufacturing, wholesale and distribution. An optician by trade, Edward’s first optical boutique opened in 1981 and has since expanded to 13 locations throughout Florida, not including an e-commerce site with national and international reach. In 1999, he not only launched his namesake brand Edward Beiner Lunettes but also revolutionized the pre-made reader category by designing and manufacturing MySpex, the first foldable, fully branded premium ready-made readers. His wholesale network attracted partners from around the world, including an exclusive distribution partnership with Luxembourg-based Gold & Wood and Italian based Vidivici. His continued passion and leadership for creating the best customer experience is undeniable, as his collection of boutiques has made the Top 50 Optical Retailers list by Vision Monday for the last ten years in a row, as well as, winning the Vision Expo’s Annual OPTimum Retail award in 2019.