Opticana signingOxford, January 2014 – Adlens®, the technology company specializing in the development and commercialization of easily adjusted, variable focus eyewear, has officially announced their new partnership with Israeli eyewear distributor Rassin E & F, Eyewear and Fashion.

With 15 years industry experience Rassin E & F, Eyewear and Fashion is owned and managed by London based Israeli, Efrat Rassin.

According to the agreement, signed on 18th December 2013 and effective immediately, E & F is the sole representative and distributor of Adlens® in Israel for The John Lennon™ Collection, based on the Fluid-Injection technology, and the new Alvarez technology based line, Adlens® Adjustables™.

“We are excited to launch Adlens’ products in one of the leading new technology hubs in the world” – said Adlens® CEO and Executive Chairman Michael C. Ferrara – “The partnership with the Rassin family will allow us to maximize the potential of variable focus eyewear in the Israeli market”.

Based on the knowledge and experience in both the Israeli and international eyewear markets, Rassin E&F strives to bring innovative products to the Israeli eyewear consumer as part of its vision that eyewear should be experiential and exciting.

Efrat Rassin, founder of Rassin E&F, has commented: “Adlens’® innovative variable focus eyewear has a great potential in solving specific vision problems with a simple and fun technology.”

The John Lennon™ Collection – endorsed by Yoko Ono – is the second generation of Adlens®’ variable focus eyeglasses based on Fluid-Injection technology and covers a range of -4.5 to +3.5 dioptres. It was designed to provide a simple way of achieving instant prescription and immediate dispensing.

Adlens® Adjustables™ – is the second generation of variable focus glasses based on the Alvarez technology. They consist of two wave-shaped plates that glide across one another to change the power of each lens (-6D to +3D).

About Rassin E & F, Eyewear and Fashion.
Rassin E & F, Eyewear and Fashion, is a new London based international company for distribution of eyewear goods. It is managed and owned by Efrat Rassin, a London based Israeli with over 15 years of experience in the eyewear field. The Rassin family is the founder and owner of Opticana –a leading eyewear retailer which was establish in Israel in the early 90’s and is now one of the largest optical chain stores in the country with over 100 shops across the country (including two prestige duty-free shops) offering a vast selection of fashionable, high-quality eyewear and accessories from the world’s leading designers and fashion houses.

About Adlens®
Founded in 2005 in Oxford, England by businessman and philanthropist James Chen, Adlens® is the global leader in variable focus eyewear. Its highly skilled team of engineers, eyecare professionals and designers has developed a completely new category of vision correction. Adlens® is a commercial business with a social soul: for every pair of Fluid-Injection glasses purchased, the company donates a pair of glasses to someone in the developing world as part of its Buy One Give One programme. Distribution of the glasses is administered by Vision for a Nation®, a charitable foundation running an innovative programme to provide universal access to eyeglasses, one nation at a time, starting in Rwanda.

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