GlassesUSA (Tel Aviv, Israel), the online retailer specializing in prescription eyewear, reported the closing of $12.5 million in new financing led by Viola Private Equity, a member of the Viola Group. The funding will further GlassesUSA's business growth and accelerate their expansion in the global market of online eyewear, both B2C and B2B.

GlassesUSA was founded in 2009 by CEO Daniel Rothman, COO Eldad Rothman, and CTO Roy Yamner. Leveraging their vast experience in online branding, marketing and operations and backed by a team of 70 employees, GlassesUSA has built a global e-commerce company ranked for three consecutive years as a top 500 global retail site and coined "one of the fastest growing sites" by Internet Retailer.

GlassesUSA says it aims to guarantee high quality prescription eyewear at a fraction of the offline price on a global scale and with supreme customer satisfaction.

Daniel Rothman, GlassesUSA CEO said, "The optical industry has not undergone a major change in decades. Like in many other retail industries in which ecommerce has made a significant change, we believe the optical industry is being disrupted in a similar way. Through an advanced online sales platform, efficient supply and distribution, high quality products with competitive prices and top-quality customer service, GlassesUSA will play a major role in shaping the growing online optical industry. Glasses will no longer be an expensive medical product purchased every two years, but a fashion accessory purchased seamlessly online in a variety of colors and styles, just like shoes or any other accessory."