Executive Spotlight: Alex Wilkes on Evolving National Vision for What’s Next

In recent conversations with TheStreet and Investing.com, National Vision CEO Alex Wilkes shared how the company is responding to changing customer expectations, creating more connected experiences and investing in capabilities that better serve customers.

What does it take to transform a company for its next chapter? For National Vision, it means making eyecare and eyewear easier to access, simpler to shop for and more connected, building a stronger business for the future.

Customers today expect more than a traditional optical retail experience. They are looking for greater choice in how they shop, engage and manage their vision care needs. With the capabilities, expertise and scale to deliver across the full customer journey, National Vision is well-positioned to meet these evolving customer expectations while continuing to deliver quality eyecare.

In recent conversations with TheStreet and Investing.com, CEO Alex Wilkes shared how National Vision is translating its strengths in value, access and trust to create a more connected customer experience and help shape the future of vision care.

Recent results offer an early look at that progress. In the second quarter of 2026, sales growth remained positive, while average customers spend increased as they bought more premium frames and lenses, and National Vision improved profitability and outpaced the broader industry in eye exam growth, according to the latest Vision Council data.

But for Wilkes, the story goes beyond the numbers. It's about building a better experience for customers and patients while strengthening the business for the future.

Meeting customers where they are

For Wilkes, evolving National Vision starts with understanding what customers want.

Customers want more choice, including branded frames, premium lenses and products that go beyond standard frames. National Vision is evolving its offerings to address the breadth of customer interests, including introducing a new premium lens from NikonEyes® and an expanded assortment of smart eyewear. But expanding choice doesn't mean moving away from what has always mattered.

"Affordability and trust remain central to who we are and how we operate," Alex told Investing.com, describing a strategy designed to preserve National Vision's foundation in access, value and trust while building for the future.

Making the customer experience easier and better connected

During his conversation with TheStreet, Wilkes painted a picture of how integral technology is in making the customer experience easier and more engaging. He underscored how tools like digital measurements and virtual try-on technology make choosing eyewear easier and help customers feel more confident in their decisions. But the modernization goes far beyond customer-facing tools. Some of the most important changes have happened behind the scenes, including the recent revamp of National Vision's e-commerce platform. This change creates a foundation for a more seamless and connected customer journey across digital and physical channels. It enables customers to engage with our brands whenever and however they want.

Investing in what's next

Beyond expanded product offerings and digital investments, National Vision has made other strategic adjustments to better serve today's consumer. Eyeglass World just underwent a brand refresh, and across retail brands, National Vision is tailoring store offerings to better match the needs of customers in individual markets.

These changes are all part of a much bigger opportunity Wilkes sees for National Vision: continuing to evolve alongside the people we serve.

Hear more from Alex Wilkes:

TheStreet: Watch Alex's conversation with Chris Versace.

Investing.com: Read Exclusive: National Vision CEO on traffic, ticket growth and the digital shift.

About National Vision Holdings, Inc.

National Vision Holdings, Inc. (NASDAQ: EYE) is one of the largest optical retail companies in the United States with over 1,200 stores in 40 states and Puerto Rico. With a mission of helping people by making quality eyecare and eyewear more affordable and accessible, the company operates four retail brands: America's Best, Eyeglass World, and Vista Opticals inside select Fred Meyer stores and on select military bases, and an e-commerce website DiscountContacts.com, offering a variety of products and services for customers' eye care needs. For more information, please visit www.nationalvision.com.