SDM Eyewear

28 Durban Street, Johannesburg


In May 2008 Ethos Private Equity, jointly with management, acquired control of the House of Busby and the group was delisted from the JSE. SDM Eyewear is South Africa's premier distributor of eyewear - home to both sunglasses and optical collections. Since 1982 they have followed global fashion trends and translated International eyewear experiences within a creative and successful global context to suit local requirements. Today, while many of the bigger International eyewear distributors are closing their warehouse facilities and operating purely on an import-order basis. SDM are growing their home base by carrying stock locally, thereby offering customer's instant stock availability.

At the core of SDM's success is a dedicated group of people who work together to create an exceptional level of customer service and who constantly envisage new ways for to meet the challenges of this ever-changing industry. SDM's collective eyewear experience across senior management translates to over 100 years!

SDM's Repertoire includes:

  • Designer Brands
  • Reading Glasses
  • Private Label Eyewear
  • Eyewear Accessories
  • Children's Sunglasses
SDM Eyewear network operates 24 hours a day - nationwide. SDM has streamlined its portfolio to address distinct consumer groups and have positioned themselves at the entry-level designer gateway concentrating on maximizing unit sell-through and creating a solid foundation for brands at retail.

Private Label Business

Sunglasses has become a fashion perennial both across the disposable fashion and label icon scenarios. SDM source, style and are accountable for the holistic management of the private label brands from inception to tagging. To date, SDM Eyewear supplies over 26 private label brands to South Africa's leading departmental stores, fashion boutiques, discount stores.

SDM Eyewear Brands:

  • Guess for the ageless fashion conscious individual
  • Nine West for the contemporary global fashion phenomenon
  • Ted Baker for the adult contemporary market
  • Polaroid a mass designer brand targeting a broad-based consumer
  • Vera Wang appeals to high fashion but timeless adult sunglass and optical wearers
  • Harley Davidson for the die-hard biker seeking a comfortable optical / sunglass experience
  • Skechers, the affordable high fashion sunglass collection for the younger, edgy customer
  • Shadows Eyewear - for the price sensitive consumer wanting to in vogue with the latest eyewear fashion
  • Xtra-Vision reading glasses - Appeals to the classic and fashionable dresser who requires help with reading

SDM Eyewear Distributes Private Label for many instantly recognisable names such as:

  • Woolworths
  • Edgars
  • Mr Price
  • Truworths
  • Markham
  • Foschini
  • DisChem
  • Total Sport
  • Exact
  • Sportsmans Warehouse
  • Jet