SAN FRANCISCO—San Francisco Equity Partners (SFEP), a private equity firm focused on expansion-stage companies in the consumer industry, has acquired Zoom Eyeworks, Inc., a leading designer and marketer of nonprescription reading glasses and sunglasses.

The change of ownership, a statement said, provides Zoom Eyeworks with the financial and strategic resources to capitalize on the growing demand for its brands.

Based in Berkeley, Calif., Zoom’s product portfolio includes reading glasses, sunglasses and accessories. Zoom’s brands, which include Zoom, Dr. Dean Edell and ICU, are sold in approximately 15,000 locations throughout the drug, food, convenience and specialty retail channels.

“We see an enormous opportunity to market nonprescription readers as a fashion accessory and create meaningful brand identity in the category,” said Scott Potter, managing partner at SFEP. “The market for nonprescription reading glasses is poised for disproportionate growth and will benefit from highly favorable demographic trends. Zoom’s retail presence and brand portfolio present an opportunity for us to fundamentally change the readers category.”

Partnering with SFEP in the transaction are Pacific Community Ventures and Simon Equity Partners, the private investment arm of the Simon family, founders of Simon Property Group (NYSE: SPG). Simon Equity has previously partnered with SFEP to build consumer brands including Method Products, a natural homecare brand, and Yes To, a fastest-growing natural personal care brand.

“We are thrilled about our partnership with San Francisco Equity Partners,” said Jeff Linden, president of Zoom Eyeworks. “SFEP has a great track record of building companies and turning what are perceived as commoditized consumer products into unique brands that drive considerable mass market appeal. With their guidance, industry relationships and financial resources, we foresee a very bright future for Zoom.”

SFEP is a private equity firm focused on growth investments in the consumer products, consumer services and business services industries. It was founded in partnership with LMS Capital, which has a 40-year history of private equity investing in Europe and the U.S.