PLEASANTON, Calif. -- November 20, 2002 -- /Xpress Press/ -- A new fashion product is blurring the lines between modern art and commercial design while protecting expensive eyewear at the same time.

LensLifter (www.LensLifter.com) is a hip alternative to traditional eyeglass cases. Used by retailers since 1999 to display their products, it is now available for sale to consumers in six designercolors.

Made of flexible polymer, LensLifter won't harm the glasses it holds or the surface it rests on. The first compact eyewear storage solution for homes
and offices, LensLifter adjusts to any surface -- countertop, nightstand, or next to a PC.

While consumers and eyeglass retailers are being won over by the product's practical, streamlined design; gift stores and designer boutiques are finding that LensLifter makes a great gift for the fashion-forward.

Ron Boeder, President of product design firm exo Design, came up with the idea for LensLifter after misplacing dozens of expensive designer sunglasses over the years.

"I took one pair of $300 sunglasses back to the store where I had purchased them, and they told me that I'd have to mail them back to the manufacturer and pay $80 for a replacement lens," he said. "That was the final straw. I decided to design a product myself that would protect my investment in eyewear."

At first, the product was only sold to retailers as a display unit. Shortly thereafter, shop owners reported that customers wanted LensLifters for their homes and offices and exo Design began selling wholesale units for consumer sale.

"Retailers love LensLifter's multifaceted use. Sales staff can display glasses on the LensLifter, use it as a temporary resting place while customers are trying on multiple pairs -- then sell one or more to
their customers when the glasses are purchased."

According to Dick Boren, Vice President of Sales, the product, which retails for under $10, is proving to be the perfect up-sell product for eyewear retailers. He reported that some sunglass manufacturers are
considering putting their logos on LensLifters and including one with each purchase. "It's a novel promotional item and certainly keeps eyeballs focused on the brand," he stated.