When Ben Franklin Technology Partners awarded Reading lens manufacturers American Polarizers with their Innovative Application of Technology award in May, they were recognizing a company that has diversified its offerings into many fields over a long career. Since 1960, American Polarizers have used a laminating technology and a manufacturing process that can be applied to photography, window manufacturing, light filters and optical products. But that’s the sequel. The first American Polarizers movie was in 3D.
For years, American Polarizers have specialized in 3D projection and creating 3D eyewear. In hospitals, doctors can watch surgeries remotely, using 3D glasses to see up close. Some sporting events like the NBA Finals and even chess tournaments are broadcast in 3D, using AP glasses. And while the company makes it clear that 3D lenses and projections are their specialty, the company has focused on other applications as the market for 3D glasses was not large enough to sustain a business. Until now.
“We are really good at optical lamination, puting different materials together to make projection filters for 3D projectors, we do eyewear for 3D systems,” says President Nick Bentley. “That is sort of the hot buzz word now, everybody is going 3D. We have been doing this for years actually and its funny how everyone is just discovering this. We look forward to getting a lot of that business.”
With every film Hollywood churns out these days being released in 3D, it would appear that a veteran of the 3D eyewear business would have the world on a string. But as it turns out, being a part of a fad doesn’t suit Bentley or his team that well. His company makes high-end 3D glasses for a specific audience and, while he says his eyeglass business has felt pressure from China, he won’t sacrifice on quality to compete. American Polarizers didn’t become an award-winning diversified brand by riding every big wave that came along. After all, their biggest seller is tinted airplane windows. Like a true diversification specialist, Bentley believes the real money is in under-served markets and being the only guy with a solution and the willingness to fail.
“I scratch my head on it because there is a big scramble where everyone is trying to get into the 3D eyewear business now, where everybody is rushing for the door and it might become a race to the bottom where everyone is slashing price,” says Bentley. “Me personally, I like my niche markets, going after things that other people aren’t willing to go after or don’t know how to service. That has been very healthy for our business.”
Source: Nick Bentley, American Polarizers, Inc.
Writer: John Steele