Hoya Vision Care is entering the Russian market directly with a new subsidiary, Hoya Lens RUS, taking over the business from a longtime distributor. The new entity is led by Evgeny Shumilov, who apparently comes from the dental and health care sectors. The company's products have been sold in the Russian Federation for 11 years, giving Hoya a strong position in the market, but the company says it sees significant opportunities for further expansion by providing better service and further developing the customer base. A few weeks ago, as reported, Hoya set up its own subsidiary for the Turkish market.