SDM was established in 1982 and today SDM is one of the key distributors of branded eyewear and optical frames in South Africa and neighbouring territories.

SDM Eyewear was acquired by the Busby Group in 1998. In 2018, CAVICO group bought Busby. Following a re-structure in 2020, the group is now called FrontierCo and encompasses SDM Eyewear, as well as other international apparel, footwear and luggage brands.

This acquisition allows our business to have access to many facilities that other companies may not ordinarily have – updated ERP system that will allow the smooth flow of our ordering system, from the time the order is placed until it’s dispatched – all relevant departments will be able to monitor/track each step of the way and inform the customer accordingly.

Our brand managers and sales team have extensive knowledge of the eyewear industry, allowing SDM to provide our customers with International brands that are trendy and stylish. Our dedicated staff in warehousing, customer service, admin and marketing play an integral role in the smooth operations of day to day business activities.

SDM proudly distributes international brands such as Guess, Tom Ford, Ted Baker, Swarovski & Timberland as well as being the exclusive licensee for POLO and Soviet Eyewear.

Every eyewear collection SDM distributes or develops, reflects our passion, drive and determination to support our customers.

Our objective is to partner with the best global brands and use our expertise and infrastructure to establish a strong brand presence within the South African market.

Customer Centricity

We are focused on always improving the customer experience, from the first contact through to a comprehensive after-sales support system.
We are obsessed with our customers!


We are constantly looking for ways to improve our business processes. Warehouse efficacy, online ordering systems and trade tools.
We ensure that every process and functionality is assessed regularly, in order to maintain an efficiency driven culture.
We are a focused eyewear company. We understand our product and strongly believe in the distribution of eyewear as our continued focus.
We understand trends and fashion that will shape the eyewear business in the future, and with this in mind, we continue to source the latest fashionable eyewear for our consumers.
We are the preferred choice as a distributor for branded eyewear in South Africa.

SDM Eyewear is one of South Africa’s premier distributors of eyewear – home to both sunglasses and optical collections. Since 1982 we 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 our home base by carrying stock locally, thereby offering our customer’s instant stock availability.

Our culture subscribes to a philosophy of brand partnership with our Retail partners and brand stewardship within the SDM operation. We have an intricate and intimate knowledge of the local eyewear industry, watching the market and taking cognizance of the fine links between image and performance.

The SDM team sees the trends first – we are exposed to styling and technical innovation within our international brand portfolio and we travel to the trade fairs five times per annum, maintaining strong relationships with the best international suppliers.

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 us to meet the challenges of this ever-changing industry.

Our collective eyewear experience across senior management translates to over 100 years!

Our clients include leading department stores, leading sunglass boutiques, sports outlets, high fashion boutiques and leading optometrists. With dedicated sales and marketing teams who nurture individual brands making SDM Eyewear not only one of the biggest but the best Eyewear distributor in the local market. We have an understanding in the intricacy and energy of managing top fashion brands.

SDM’s Portfolio includes

• Designer Brands – Optical and Sunglasses
• Reading glasses
• Private label eyewear
• SDM House Brands
• Eyewear accessories