Reflecting on the challenges of the COVID-19 pandemic, Eddyanto Hadisurjo is proud of Optik Melawai’s rebound. And he’s not short of perspective, having served as Managing Director of the major optical retail chain for more than 35 years.

Like many businesses, the pandemic’s slowdown became a time for reevaluation, allowing the company to emerge stronger and more strategic in a transformed retail landscape.

“We noticed during the pandemic that we didn’t have many freestanding stores,” he tells The CEO Magazine. “After the pandemic, we realized we needed more of them. People were no longer attached to malls, and with the rise of online shopping, many smaller malls didn’t survive.”

This realization prompted Optik Melawai to close several mall-based stores and focus on freestanding outlets, expanding its presence beyond major cities into second-tier markets.

---

“Our partnership with Optik Melawai is built on mutual respect and shared ambition. The company’s dedication, responsiveness and collaborative spirit have made it an exceptional ally. We deeply value the trust we’ve cultivated and the momentum we’ve achieved together – and we look forward to continuing this journey of success.” – Tony Pessok, CEO, Mondottica

---

Advertisement

To guide this transformation, Hadisurjo looked outside the optical industry for inspiration, examining food and beverage leaders like Starbucks, KFC and Pizza Hut, as well as national brands such as Kimia Farma and Eiger.

“We studied where they were opening and evaluated whether those areas were suitable for us,” he explains.

As part of its modernization, the company also enhanced its technological capabilities. Leveraging AI to make personalized product recommendations became a key focus, alongside improving its point-of-sale system and website.

Doing it differently

Optik Melawai’s commitment to continuous evolution has long fueled its reputation for innovation. During his tenure, Hadisurjo has introduced a series of technological advancements that set the company apart.

“We try to be at the forefront of innovation,” he says. “We were the first to launch the open-store concept, and the first to introduce digital screens in all of our stores, so updates no longer need to be done manually.”

The company also embraced cutting-edge retina-scanning technology through a partnership with Airdoc, integrating AI tools that assess not only eye health but also general wellbeing.

“It can detect high blood pressure, diabetes or even a brain tumor,” Hadisurjo reveals.

“The eye retina scan image is transmitted to Airdoc, where AI analyzes it for signs of disease – and the accuracy is remarkable.”

---

“Marchon Eyewear is honored to have partnered with Optik Melawai for more than 15 years. Eddyanto Hadisurjo’s vision shaped Indonesia’s eyewear retail sector, and his focus on innovation, customer care and employee wellbeing reflect our own values. We look forward to continuing this partnership and reaching new milestones together.” – Matteo Gaeta, Managing Director, Marchon Eyewear APAC

---

Advertisement

Always thinking outside the box, Optik Melawai launched a corporate arm during the pandemic, which has since thrived. The division collaborates with insurance firms and companies that offer eyewear benefits to employees. The process is cashless and streamlined, with payments handled monthly.

More recently, the company introduced a mobile optical store to reach areas without a physical presence – an initiative that also supports its CSR programs.

Strong foundations

With the fourth-largest population in the world, Indonesia represents immense potential for Optik Melawai. The company’s sell out is around two percent of the Indonesian eyewear market, but this is by design – more than 90 percent of the market is not Optik Melawai’s target. However, the company sees enormous room for growth, particularly as awareness and affordability improve.

“Currently we are only targeting the top 10 percent of the market. But due to the continued growth of Indonesia’s average income per capita, it means that every year we can increase our target market by one percent, which means our target market will continue to grow,” Hadisurjo says.

Today, Optik Melawai stocks more than 80 brands across a range of price points and styles, catering to diverse tastes – from fashion-forward labels like Mondottica to global eyewear giants such as Marchon Eyewear. Despite the prevalence of counterfeit products in Indonesia’s optical sector, Hadisurjo maintains that the company’s customers can trust the authenticity of every purchase.

“From the beginning, we’ve focused on quality,” he emphasizes. “We never sell fake products. We’re transparent and provide professional advice.

“In optical retail, no matter how good the lenses are, if the prescription isn’t right, they won’t be comfortable. We’ve remained consistent in offering top-quality products, and our customers don’t mind paying slightly more for that assurance.”

Consistent service

This consistency extends across Optik Melawai’s network, supported by robust systems that ensure uniform tools and service standards in every store.

“We’ve been very consistent even as we’ve expanded,” Hadisurjo reflects. “That’s because we built strong foundations behind our processes.”

After more than three decades, Hadisurjo still finds the work deeply engaging – driven by a passion for helping people see better.

“For Optik Melawai, our mission isn’t just to sell glasses,” he concludes.

“It’s to educate customers – about our products, our service and their eye health. We aim to be the most complete and trusted website for all your eye care needs.”