Introducing FrontierCo Vision, formerly known as SDM


SDM, South Africa’s leading exclusive distributor of eyewear, has rebranded on 10 May 2023 to FrontierCo Vision. This exciting and fresh new-look still offers our loyal customers the same exceptional quality, high-fashion brands, and great client service you’ve come to expect from us.

Paul Bertie, FrontierCo Vision Managing Executive, says, “SDM, now FrontierCo Vision, is part of FrontierCo, a company that owns many top retail brands in South Africa, like GUESS, Aldo and Pringle of Scotland. That’s why we took the decision to change our name as we shift gears from the past 40 years to a bright new future that we know our customers will love.

“FrontierCo Vision’s diverse portfolio is serviced by a seven-person dedicated sales team with stock delivered to customers in 48 hours due to it being locally available at all times. We are continually increasing our brand offering – the most recent brand addition being Adidas Eyewear” says Paul.

“FrontierCo Vision is an extension of our ongoing, long-term commitment to FrontierCo, South Africa and neighbouring countries, where we serve 850 customers including both optometrists and stores. We have invested heavily in our business, empowering our client-facing staff and we are capitalizing on the momentum of the business by embracing this new identity,” he said.

Find FrontierCo Vision’s leading international brands including Tom Ford, Adidas, Polo, Timberland, Ted Baker, Soviet, Pringle of Scotland, REVO, Max Mara and GUESS, at all good optometrists and retail outlets.

Say goodbye to SDM and hello to FrontierCo Vision. Head over to to check out our makeover. We can’t wait to hear what you think, so don’t forget to share your thoughts on social media using the hashtag #frontiercovision.




We're not around right now. But you can send us an email and we'll get back to you, asap.


Log in with your credentials

Forgot your details?