Fittingbox, the French-based leader in virtual try-on software, is setting up a U.S. office in New York to work more closely with the 31,000 independent opticians that operate in the country. It will be run by Sylvain Jaboeuf, who has been in charge of other distant markets. The company already works with major U.S. accounts such as U.S. Vision, as it does with big chains and buying groups in Europe such as Tesco in the U.K., Optic 2000 in France or Visilab in Switzerland. Fittingbox will exhibit for the first time at International Vision Expo in New York later this week.