In the four decades since Robert and Peter Granoff opened Reading Glasses To Go on Lovers Lane, their fresh vision for the eyewear industry has helped transform how we shop for glasses.
The father-son duo’s store was the first in the world devoted exclusively to reading glasses.
“It’s wild to think we’ve seen the success we have in all this time,” said Peter. “My father and I started this business when I was in my late 20s. He was a serial entrepreneur and was frustrated by the mass-market options for reading glasses. I don’t even think I really knew what reading glasses were. But we quickly built a better alternative to the dusty drug store shelf standard.”
With Robert’s business acumen and Peter’s enthusiasm and eye toward the future, ReadingGlasses.com launched in the year 2000. In the early days of online shopping, this put them on the map as the first and largest online retailer devoted exclusively to reading glasses.
E-commerce wasn’t the only way this business adapted fast and embraced technology. Robert and Peter traveled the world, attending optical industry events and building relationships with top manufacturers. Eventually, they got into the prescription glasses game, where Peter designed 18 signature lines.
“Over the years, we opened up to 20 stores,” said Peter. “We franchised around New Orleans, Tampa, Tulsa, and beyond. Our original store lasted all the way through COVID.”
In 2005, Goo Goo Eyes on Lovers Lane opened its doors and began offering a luxury shopping experience complete with a customer lounge and coffee bar.
“Now, we’re able to offer our customers an incredible selection of high-end glasses and the level of service they deserve,” said Peter. “We’re still evolving our online shopping experience as well. With virtual try-on, Rx lenses, and other customer resources, we hope to exceed customer expectations no matter where they purchase.”
True to his cutting-edge nature, Peter also hinted at some AI improvements in the future.
“We’re testing a number of capabilities in the off-hours,” he said. “So, we’re looking at new ways we can use it to further improve things for our customers as well.”
As a highly respected legend in the eyewear industry, Peter has quietly evolved the business over the past 40 years. In a world where hindsight is 20/20, this University Park business can look back and celebrate its legacy as a truly transformative organization.
“I have to say we were very blessed to begin right here in Park Cities,” said Peter. “I call it Disneyland in a way. This community has been integral to our success.”
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