Keeler news
Keeler launches new e-Commerce platform to support Spanish market and broader EU expansion
Windsor, UK – October 27, 2025
Keeler is proud to announce the launch of its brand-new e-commerce platform, designed to support direct sales in the European Union, beginning with Spain. This strategic initiative marks a significant step forward in Keeler’s ongoing digital evolution, offering a streamlined, customer-centric experience for end-users seeking access to specialised products.
The platform has been developed to complement Keeler’s existing distribution partner network in the EU. By focusing on under-represented product categories and customer segments—such as veterinary professionals or students—the site opens new channels while maintaining strong ties with local distributors. Each product page prominently features the option to locate a nearby distributor, reinforcing Keeler’s commitment to its partners.
“Our goal is to meet customers where they are and how they want to shop,” says Eddy Ayoub, Head of Sales, Europe & UK/Ireland, at Keeler. “We’ve looked at customer behaviours on our existing eCommerce platforms in the UK and USA and believe this platform will not only allow us to support those who prefer to order directly, but open their eyes to the other ophthalmic products within our equipment range. It’s about supporting the customer’s chosen journey, not changing it.”
The Spanish site serves as the pilot for a broader European rollout, laying the foundation with an e-commerce infrastructure that can scale with future business needs. Benefits to optometrists and ophthalmologists include 24-hour shopping convenience, whilst the fulfilment of orders within the EU ensures faster delivery and reduced administrative burden—particularly for items that might have long lead times or complex customs procedures.
By carefully curating the product range to fill gaps in the current distribution landscape, Keeler is ensuring that the platform serves as a valuable extension of its existing sales ecosystem. And by partnering with sister company Volk, market-leading lens specialists for the medical sector, cross-pollination of sales between the two businesses can be achieved whilst giving customers access to a wider range of complementary diagnostic tools.
This initiative is a testament to Keeler’s ongoing commitment to innovation, accessibility, and customer satisfaction across Europe.
For more information, visit shop.keelerglobal.com
MacuMira and Keeler announce global partnership to expand Dry AMD therapy
Partnership includes manufacturing and launch in Australia and New Zealand, with additional markets to follow.
Windsor, UK and Calgary, Canada, October, 2025
Keeler, a global leader in ophthalmic innovation with more than a century of heritage, and MacuMira Medical Devices Inc, a pioneering Canadian company, today announced a global strategic partnership. Under the agreement, Keeler will manufacture the MacuMira device and lead its distribution in Australia and New Zealand through ParagonCare with a launch at the annual RANZCO (Royal Australian and New Zealand College of Ophthalmology) meeting. MacuMira will continue to offer the therapy directly in Canada, where it has been available since early 2024. The companies also plan to support distribution in additional markets as MacuMira expands internationally.
Dry age-related macular degeneration (Dry AMD) is the leading cause of vision loss among adults worldwide, with few effective treatment options. MacuMira is a unique medical device that uses precisely delivered microcurrent to stimulate retinal pigment epithelium (RPE) cells, enhancing mitochondrial activity to support cellular energy production and preserve or improve visual function in people living with dry AMD. MacuMira’s non-invasive retinal microcurrent stimulation device represents a breakthrough approach, designed to restore visual function and independence for patients through a 32-minute, in-clinic therapy.
“Keeler has a proud tradition of advancing eye care with uncompromising quality, craftsmanship and innovation in eyecare,” said Andy Harbidge, Managing Director at Keeler. “This partnership marks a transformative moment as we align Keeler’s heritage and reach with MacuMira’s groundbreaking therapy. Together, we will bring new hope to patients and clinicians worldwide.”
MacuMira’s therapy is already established in Canada, where thousands of treatments have been delivered safely since early 2024. Clinical evidence, including a randomized controlled trial published in the International Journal of Retina and Vitreous, has demonstrated meaningful improvements in visual acuity and contrast sensitivity.
“This collaboration with Keeler accelerates our mission to change the trajectory of Dry AMD,” said Justin Sather, CEO at MacuMira. “By combining Keeler’s global presence with our novel science, we are redefining how this disease is managed, restoring not only vision but also dignity and independence to patients.”
Images and further information are available at www.macumira.com
Media Contacts
Caroline Atkins, Head of Global Marketing at Keeler. Email: marketing@keelerusa.com
Matt Van de Ven, COO at MacuMira Medical Devices Inc. Email: info@macumira.com
Interviews with executives from both companies are available upon request.
About Keeler
Founded in 1917, Keeler has built a legacy of innovation and quality in ophthalmic instruments. With a global presence and a commitment to transforming eye care, Keeler sets the standard for precision and reliability in clinical practice. Learn more at: www.keelerglobal.com
About MacuMira Medical Devices Inc
MacuMira is a Canadian medical device company dedicated to restoring vision and improving lives through retinal neurostimulation. With a strong clinical foundation and growing international presence, MacuMira is redefining how Dry AMD is managed worldwide. Learn more at: www.macumira.com
Keeler launches state-of-the-art manufacturing facility in China, driving localised production of ophthalmic equipment in Shanghai
February 2025, Shanghai, China
Keeler, a global leader in the design and manufacture of ophthalmic medical devices, has announced that its world-class binocular indirect ophthalmoscope and slit lamps are now built locally in Shanghai to better serve Keeler’s Asian market.
Whilst Keeler continues to manufacture its extended range of instruments within the UK to serve EMEA, APAC and US customers, Chinese distribution partners and clinicians can now benefit from Keeler’s global expertise closer to home, with full manufacture of its flagship BIO, the Vantage Plus, as well as its KSL-H slit lamp range.
The launch of this new facility marks a major milestone in the expansion of Keeler’s global footprint, allowing the company to better serve growing demand for high-quality ophthalmic devices in China and the surrounding regions. Additionally, it supports the company’s sustainability efforts, resulting in a significant reduction in supply chain and transportation activities. By producing locally, Keeler can improve production efficiency and market responsiveness, reduce logistic costs, enhance the competitiveness of its products and better respond to customer needs.
As part of the localisation project, the dedicated Shanghai team successfully obtained Medical Device Registration certificates and a Medical Device Production License. These certifications demonstrate that Keeler’s products meet China’s rigorous medical device standards, showcasing the company’s ability to produce ophthalmic devices of the highest quality.
Keeler’s new facility includes advanced production equipment and strict production processes to ensure that every piece of equipment meets the highest quality standards. The factory’s layout and environmental conditions ensure safety and efficacy at every step of production. Coupled with a robust quality management system, the facility ensures that every aspect – from raw material procurement to finished product delivery – undergoes strict quality inspection to ensure safety and effectiveness.
Looking ahead, Keeler plans to expand its local production efforts to incorporate new product ranges and the company is actively seeking strategic partnerships with domestic and international companies to foster innovation, drive product development, and support Keeler’s continued international expansion.
Keeler China Operations Manager, Emma Wang said, “We’re delighted to launch our much-anticipated facility in China. It’s a testament to the hard work, dedication, and collaboration that has gone into making this vision a reality. This facility will enable us to provide more efficient, cost-effective solutions while maintaining the exceptional quality standards that Keeler is known for globally. We’re incredibly proud to be part of this important chapter in Keeler’s history, creating local opportunities, improving access to advanced ophthalmic care, and contributing to the growth of the medical device industry in China”.
Keeler’s Chief Operations Officer, Leon Forrest said, “The opening of our new manufacturing facility represents a pivotal moment for Keeler as we continue to deepen our commitment to the Chinese market. This expansion strengthens our position as a trusted partner to distributors and enhances our ability to meet their needs. We’re excited about the future and the opportunities this facility brings for both Keeler and our customers in the region.”
Frost Optical partners with Keeler for exclusive service solutions
February 2025, UK
Frost Optical, a leading provider of ophthalmic equipment and service solutions, is proud to announce an exciting partnership with Keeler, a globally trusted name in ophthalmic diagnostic instruments.. This collaboration solidifies Frost Optical’s commitment to delivering unmatched quality and service to optometrists and optical professionals across the UK.
As part of this partnership, Frost Optical is also an authorised dealer of Keeler’s high quality product range, offering customers access to cutting-edge diagnostic and examination tools designed to enhance clinical efficiency and patient care.
Beyond the sale of Keeler equipment, this agreement also grants Frost Optical the exclusive distinction of being the servicing partner in the UK with Keeler-trained engineers. This exclusivity ensures that our customers benefit from:
- Specialist Service and Expertise: Our Keeler-trained engineers bring unparalleled knowledge and technical proficiency, ensuring that every piece of equipment is serviced, maintained, and calibrated to the highest standard.
- Genuine Keeler Parts: Frost Optical guarantees the use of 100% genuine Keeler replacement parts, offering our customers peace of mind and long-term reliability for their equipment.
- Precision Calibration: With access to proprietary Keeler calibration tools, Frost Optical ensures your equipment is fine-tuned for optimal performance, adhering to Keeler’s stringent standards.
- Unmatched After-Sales service and support: Customers benefit from long-term reliability and performance of their equipment, supported by seamless support from installation to maintenance and repair, all provided by Frost Optical’s exclusive engineering team.
- Solution Sales Tailored to Your Needs: Frost Optical specialises in providing customised solutions, ensuring every customer receives equipment and services that best align with their unique practice requirements and goals.
“This partnership represents a significant milestone for Frost Optical and a transformative opportunity for our customers,” said David Brown, Managing Director at Frost Optical. “By combining Keeler’s world-class products with our industry-leading service expertise, we are setting a new benchmark for customer satisfaction and operational excellence.”
Keeler’s reputation for quality, innovation, and craftsmanship spans over a century. Their product portfolio includes advanced diagnostic instruments such as slit lamps, tonometers, and indirect ophthalmoscopes—tools essential for today’s modern eye care practices.
Graham Trevor, Sales Director at Keeler, says “The mutual trust and respect that exists between Keeler and Frost Optical is longstanding, and goes back over 20 years. David and I have worked closely to build a strong working relationship and shared drive for excellence, and both the years of experience and long-term friendships between our teams, helps us deliver our ‘customer first’ promise.”
With this partnership, Frost Optical is proud to be at the forefront of providing these solutions while ensuring seamless after-sales support through our exclusive engineering services. Customers also benefit from unmatched after-sales support, providing long-term reliability and performance for their equipment.
Frost Optical’s dedication to customer success is the driving force behind this collaboration. Our mission is to not only provide outstanding products but also to empower opticians and optometrists with the support and resources they need to thrive in an ever-evolving industry. With Keeler’s trust and training, we are uniquely positioned to deliver on this promise.
Tomasz Kula, Technical Services Manager at Keeler explains further “At Keeler, our priority is to ensure that every piece of equipment in the field performs to the highest standard. Frost Optical’s team has demonstrated exceptional technical skill and commitment to our rigorous training programme, making them uniquely qualified to deliver first-rate servicing and support to eye care professionals.”
About Frost Optical Based in Berkshire, Frost Optical is a trusted name in the ophthalmic industry, specialising in the sales, service, and maintenance of new and reconditioned ophthalmic equipment. With a focus on exceptional customer service and innovative solutions, Frost Optical is committed to being the go-to partner for eye care professionals across the UK.
For more information about Frost Optical’s service solutions and Keeler’s product range, please visit our website at www.frostoptical.co.uk or contact Frost HQ on 01189786990.
Keeler extends EU-based servicing offer, to include Goldmann Applanation Tonometers (GATs)
January 2025, UK
Keeler is pleased to announce the launch of Goldmann Applanation Tonometer (GAT) servicing from within the EU, via the Keeler European Distribution (KED) site in Terrasa, Spain.
For valued distributor partners and ophthalmic professionals based in the European Union, this will mean a faster turnaround and more cost-effective annual servicing or repair of Keeler’s KAT Tonometer’s (both analogue and digital), which currently takes place at their manufacturing site in the UK.
The local servicing of Keeler’s GATs builds upon existing equipment servicing capabilities within the EU. Launched in January 2024, the KED facility has been offering repair and calibration services specifically tailored for Keeler’s ophthalmic Ultrasound devices and Cryo surgical equipment. It also hosts a dedicated training centre for both distributor partners and eye care industry professionals, with spaces for theoretical and educational sessions, as well as practical training on all Keeler devices.
David Novell, Sales & Service Centre Manager in Spain, explains “We are delighted to be extending our high quality, local equipment servicing capabilities. Our quick turnaround is not only due to being located within the European Union, it is also because of the efficiency of our dedicated team, who promptly and fully tend to each of our customers’ requests“.
He adds “The quality of our service is backed by the excellent and extensive training we have received from Keeler colleagues at our UK manufacturing site, as well as by our firm commitment to excellence in all that we do. We are working towards offering the repair of a wider range of products in the near future, always with the same level of dedication and quality that a Keeler customer deserves.”
Keeler recommends annual calibration of the Goldmann Annual Tonometer for accuracy of intraocular pressure measuring, to support healthcare professionals in their screening, diagnosis and management of patients with glaucoma. Additionally, the ophthalmology boards of some EU countries mandate regular calibration.
KED is focused on delivering professional, agile, and rapid responses to customers’ needs, together with the highest quality of service. Tomasz Kula, Technical Services Manager in the UK, reported “Our team in Terrassa, Spain, has undergone extensive training to ensure that the service provided at KED for our EU customers mirrors the exceptional care and attention delivered at Keeler UK. Using the same specialised equipment and setup, we are committed to maintaining the highest standards of service across globally”.
The GAT servicing offer is available in two packages: firstly, GAT calibration only; secondly, GAT calibration with replacement parts included.
Keeler’s EU customers are invited to take advantage of faster shipping turnaround and easier customs for calibration services at KED. To celebrate the launch, they can save €50 off both calibration services. The introductory offer ends 1st May 2025.
To find out more or book in a service, they can contact their local Keeler distributor partner, or the Keeler Technical services team direct, by visiting www.keelerglobal.com/support-and-repairs/repairs/
Keeler launches innovative online Resource hub, highlighting its commitment to clinical education and sales support in the Ophthalmic industry
October 2024, UK
Keeler, global manufacturer of ophthalmic instruments and industry pioneer, is proud to announce the launch of a dedicated online resource hub this World Sight Day 2024 (Thursday 10th October). This initiative underscores Keeler’s commitment to helping eyecare professionals end preventable vision loss, by providing comprehensive resources for distributor partners, clinicians, students, and Keeler team members.
This accessible, multi-lingual platform serves as a global hub for educational, technical and marketing needs, featuring an extensive library of resources designed to enhance clinical knowledge and technical skills.
Key educational highlights on the EyeQ Education hub include:
- A range of educational videos offering step-by-step guidance to enhance understanding and practical skills
- A comprehensive image gallery which serves as a resource for clinicians and students to aid in the recognition and understanding of various eye conditions
- Informative clinical education and student focused blogs, regularly updated with the latest insights, trends, and best practices
- An events calendar showcasing forthcoming tradeshows, student events and educational workshops
- Case studies that share real-world examples of diagnosis using Keeler equipment, treatment, and management of various ocular conditions
For valued global distributor partners, the platform also includes an exclusive portal tailored to support their unique marketing and operational needs, with:
- A suite of marketing assets including product imagery, promotional videos, and social media graphics.
- Access to a range of brochures, instruction manuals, and how-to video guides to assist with product education, tenders and sales.
Finally, the Resource hub includes a technical support area which comprises FAQs, maintenance documents, and a streamlined process for booking annual services or technical repairs to provide 360-degree support to a wide range of audiences.
Nicola Bennett, Head of Clinical Education said, “This platform represents our commitment to empowering the eye health community with the knowledge and tools they need to excel. At Keeler, we have amassed a global collective of experience and knowledge over the past 100 years and we can’t wait to share this with everyone!
Launching this initiative on World Sight Day further emphasises our dedication to supporting distributors partners and students in their mission to end preventable vision loss. And this is only the beginning – we hope to further elevate this all-encompassing site with our very own Learning Management System (LMS) to help drive clinical education alongside CPD accredited qualifications in the New Year.”
As part of Keeler’s ongoing commitment to learning, the Resource hub is underpinned by a series of training sessions hosted by industry professionals such as Hamza Mussa, Senior Optometrist in the UK and creator of The Crazy Optom on social media. Each session, bookable via the platform, includes theoretical and practical courses on device usage, maintenance and new product demonstrations. Sessions are fully equipped with inclusive training formats to improve skills and knowledge, while encouraging collaborative learning and engagement.
Discover more at: https://resourcehub.keelerglobal.com
Keeler launches state-of-the-art service and training facility in Barcelona, broadening its support offering across Europe
January 2024, Terrassa, Barcelona
Global manufacturer of ophthalmic instruments and industry pioneer, Keeler, has announced the launch of its brand-new service and training centre in Barcelona, Spain.
Already established as a service centre for ultrasound equipment, the company has successfully added cryo surgical systems and probes to its offering for EU customers. The new facility will provide comprehensive services including repairs and calibration, as well as incorporating cutting-edge cryo and ultrasound technologies into its services, guaranteeing the highest standards of care utilising technologies developed by its UK office for enhanced precision and efficiency. These services align with the company’s dedication to innovation in eye care, promising to deliver professional, quality, agile, and rapid responses to customers’ needs.
This development will bring multiple benefits to European customers including reduced repair times on cryo and ultrasound products by up to 70%, the removal of complex import processes and delays, reduced delivery times on fast moving parts and a smoother transactional process.
Following a significant investment in the building, equipment and team, the centre also boasts a new, dedicated training area for partners, distributors, and end users. Keeler’s Regional Managers will provide crucial training across two spaces: one for theoretical and educational aspects and the other fully equipped with Keeler’s portfolio of medical devices and presentation equipment for practical training. These training sessions led by Keeler’s industry professionals will offer refresher courses on device usage and maintenance, as well as sharing vital information on new products.
The establishment of this new facility in Spain is set to have a positive impact on the local community, improving accessibility, efficiency, and speed of response, while fostering economic growth in the region. Keeler also intends to grow its dedicated team in Terrassa by 30% in 2024, playing a significant role in providing employment opportunities to the area.
Throughout the project, the team have managed to effectively implement sustainable design practices, aligning with Keeler’s commitment to environmental responsibility. The centre has successfully incorporated eco-friendly materials, energy-efficient technologies, and waste reduction strategies to minimise environmental impact. The improved proximity to European customers has also removed the need to ship replacement devices while processing repairs and shipping routes have transitioned from air freight to road, reducing CO2 impact per kilogram by over 90%.
Project Manager, David Novell said, “Our aspirations for this project have been centered on achieving a seamlessly operational and sustainable facility in Spain. We are delighted to announce the successful integration of innovative cryo and ultrasound services, ensuring that the facility becomes a benchmark for advanced eye care.
By offering swift repair and calibration services, we will significantly reduce customer waiting times. This approach not only guarantees service of the highest standard, but also ensures that clinical centres have access to products promptly. This will in turn positively impact patient well-being by avoiding delays in ophthalmological tests and allowing for the prompt availability of diagnostic results.
We want this new facility to extend beyond a centre for eye care services, instead creating a hub that actively supports and integrates with the local community. The inclusive nature of our training elements will contribute to a skilled and knowledgeable network, fostering long-term partnerships whilst encouraging collaborative learning and engagement.
Our vision is to establish a facility that not only meets, but exceeds industry standards, positively impacting the local community and the broader field of eye care. I would like to extend my appreciation to everyone involved in this project – their commitment, expertise, and collaborative efforts have been invaluable throughout the development process.”
For more information regarding Keeler, please contact marketing@keelerusa.com
November 2023, Malvern, USA
Keeler, a world leader in ophthalmic diagnostic, digital, surgical, and clinical products is proud to announce our partnership with Long Grove Pharmaceuticals®.
Long Grove Pharmaceuticals® was established in 2019 by Water Street Healthcare Partners, a strategic investor focused exclusively on the health care industry. Long Grove Pharmaceuticals® acquired the rights to AK-FLUOR® in both 10% and 25% formulations from Akorn Pharmaceuticals in May 2023. To ensure the consistent availability of AK-FLUOR® prior to its relaunch as a Long Grove Pharmaceuticals® product, Long Grove reached a distribution agreement with the FDA Office of Drug Shortages through the Regulatory Discretion Process and has made available the existing AK-FLUOR® inventory manufactured by Akorn Pharmaceuticals.
“We are excited to supply AK-FLUOR® to our customers within the United States by partnering with Long Grove Pharmaceuticals®,” says Keeler, John Risley, Sales Director “Our key focus is to work together and be able to bring this product to customers who have had a hard time sourcing this since it has been on the FDA drug shortage list. “Our new relationship with Keeler is aimed at easing the procurement burdens of this essential ophthalmic drug.,” said Peter Karas, Chief Commercial Officer of Long Grove Pharmaceuticals®. “Our goal is to provide the market consistent supply of this medication now and after it’s relaunch as a Long Grove product.”
For more information regarding Keeler, please contact marketing@keelerusa.com
Keeler USA brings global expertize closer to home with handcrafted ophthalmic equipment, assembled locally in the US
October 2023, Malvern, USA
Global manufacturer of ophthalmic instruments and industry pioneer, Keeler, has announced that its world-class binocular indirect ophthalmoscopes are now assembled locally in the US.
Whilst Keeler continues to manufacture instruments within its UK base, US dealers and clinicians can now benefit from Keeler’s global expertize closer to home with final optical assembly of its Vantage Plus and All Pupil II being completed in the US. The change has resulted in a significant impact to the company’s sustainability efforts with the reduction in supply chain and transportation saving approximately 12.1 carbon tonnes every year.
Keeler has been manufacturing ophthalmic instruments since 1917, working collaboratively with customers to ensure its instruments meet the rigorous demands of daily practice. By utilizing local American production line capabilities and resources, this development has resulted in several benefits to customers including shorter lead times, improved repair times and the benefit of 40+ years’ experience in technical support. By combining optical precision, ergonomic design and lightweight, durable materials on site, Keeler’s American team can implement rigorous quality assurance processes and quickly address any issues, ensuring that these instruments meet the highest standards of precision and safety.
Eugene Van Arsdale, Vice President Business and Channel Management USA said, “We’re proud to announce this exciting development which showcases our commitment to sustainability and the strategic growth of our manufacturing capabilities in Malvern. By building our binocular indirect ophthalmoscopes locally, we’re able to enhance our quality processes, reduce lead times and respond more effectively to our customers, addressing their unique clinical requirements. This change has also led to the creation of several new jobs in the local area, building on our foundation of experience and expertise.”
For more information regarding Keeler, please visit: www.keelerglobal.com
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About Keeler
Keeler Limited, is a Halma company specializing in diagnostic and magnification products for professionals in the Optical and Healthcare Industries. First established in 1906 by Philadelphia born Charles David Keeler, the family orientated business is recognized as a leading industry expert that focuses on providing the market with revolutionary eye care solutions. Keeler is proud to manufacture and assemble all its instruments in the UK and the US, combining optical precision, high quality illumination and ergonomic design, to provide customers with the best choice of equipment. Visit the Keeler website at: www.keelerglobal.com
About Halma
Halma is a global group of life-saving technology companies. Named as one of Britain’s Most Admired Companies, its group of over 50 companies provide innovative products and services that help solve many of the key problems facing the world today, including products for hazard detection and life protection. Halma is a market leader in specialist electronic, safety and environmental technologies. Visit the Halma web site at www.halma.com