Specsavers's founder and group chairman, Doug Perkins, has set the goal of raising its UK market share further from 27 to 29 percent this year, partly through the opening of an additional 70 stores, which will create about 1,000 new jobs. Perkins notes that Specsavers can compete in price and choice with supermarkets, which are regarded as the biggest threat to traditional opticians. Voted by Reader's Digest as Britain's most trusted optician in 2002, Specsavers is also now the 3rd largest optical retailer in Holland. A major expansion is planned in the rest of Europe in the near future, but company officials decline to comment on markets or timing.