DALLAS—Pro Fit Optix International has named veteran optical entrepreneur and executive Rudolf Suter chairman of the board of directors and CEO.

Suter most recently served as CEO of Optixx AG, a Swiss company he founded that developed and marketed free-form lens designs. The company terminated operations at the beginning of May. Additional details were not available at presstime.

In his new role, Suter will be based primarily at Pro Fit’s Dallas headquarters, Alan Yuster, executive vice president of operations for the company told VMail.

“As Pro Fit Optix intends to grow rapidly with its focus on all distribution segments, we are pleased to announce that Rudolf Suter has accepted this position. He brings a global reputation for innovative growth to our company,” said Yuster.

Suter said, “With its extensive product portfolio and focus on DTS (Direct To Surface) and free-form technology, products and superior customer service, Pro Fit Optix is ideally positioned to become a dynamic optical company. We will serve all distribution channels with premium products and the highest level of customer service to our customers. I’m very happy to join the excellent talents at Pro Fit Optix and continue to build an even stronger team for the benefit of our customers.”

Suter, who holds a master’s degree in engineering and economics, started his career in the elevator industry in the late 1970s, which lead to senior management positions at several optical companies. From 1986 through June 1990 he served as general manager of Loh Switzerland followed by positions as principal and president of Satis Vacuum, which he grew to become the leading supplier of anti-reflective lens coating equipment. In 1998, he sold the company and focused on several optical start up companies. He founded Optixx AG of Switzerland in 2002 which has become an important player in the field of free-form progressive addition lenses. As an entrepreneur, Suter has broad experience and success in emerging technologies.

Suter has served the industry as a founder and member of the board of directors at the European Sunglass Association until 2007, a member of EUROM (European Optical Manufacturer Association) until 2001 and The Vision Council.

Pro Fit Optix markets an extensive line of digitally surfaced lenses and represents different lens companies in the American market, including Rodenstock.