Product Profile

New Relyks model Lancelot

Clarity of vision

At Eyewear Direct, we are really pleased that our value-led proposition has been well received in the independent optical market, writes Brett Waugh

Timeless styling and premium materials: all-new Relyks eyewear

With a growing number of NEG member customers each month, we aim to ensure that the quality of all our frames and sunglasses is as high as possible. This enables our independent optician partners the opportunity to deliver a better product at a better price to their patients.

We have grown substantially in the last two years, meaning we have been able to introduce more collections and additional new frames. We now have six brands on offer: Ashton Riley, Hook LDN, Bloc, Invu, New Balance and Relyks. With a wide range of price points and a comprehensive coverage of styling, we have frames for all practices.

Total clarity is our company mantra; sharing more information with customers enabling them to make well informed decisions on their frame offering. This partnership approach has led to a much wider level of dialogue with customers,

New Relyks model Geraint

feeding back directly into the creation of new frames. We always welcome ideas and feedback, as our objective is to create great products that practitioners can dispense with pride and confidence.

LEGENDARY STYLING Relyks is an entirely new collection launching this month, offering timeless styling combined with premium materials and precision manufacturing. Relyks is incredibly wearable and delivers a quality of frames normally reserved for much higher priced frames. Premium acetate, titanium, rivet hinges, patterned cores, branded metal end caps all feature – brought together with an exceptional finish. The collection delivers exceptional quality and styling at a very accessible price.

Created with a vision to produce wonderful quality frames for patients who value attention to detail, quality and timeless style, Relyks offers subtle yet iconic detailing that sets the collection apart from its peers. Quality rarely seen at this price point, with styles designed to fit beautifully, means patients will enjoy wearing their Relyks frames.

As a family business, we have once again looked to the family to create our new brand name. Relyks is the reverse of my daughter’s name, Skyler. Using the most famous relic of all, the holy grail, in our logo references the enduring nature of the designs. This has been carried through onto the metal end tips.

Proud to be British, the initial launch of 20 acetate and titanium frames has been named after the great British legend of Camelot: Arthur, Lancelot, Guinevere, Excalibur and so on. All frames are available in two colours.

Continuing the theme of British legends, our next release of premium wooden frames with adjustable acetate temple tips has been named after the myth that was Robin Hood. Six styles will be available, each in two colours.

OUT ON THE TOWN Ashton Riley delivers quality acetate, stainless steel and titanium frames providing all-day style so the wearer can move seamlessly from work to play. Recently added titanium rimless and semi-rimless frames have been a huge success, providing great value for money.

Designed in and inspired by the UK, all the frames take their names from towns and cities around the country, like bestsellers Cardiff, Oxford and Newtownabbey. New styles and colours are added all the time, meaning there is always something new.

Ashton Riley Compact frames are designed to fit a smaller face, without having to compromise on style or quality. Appealing to teenagers and adults alike, these frames deliver the high quality expected from the Ashton Riley brand.

Designed and inspired by London: Hook LDN

More styles now available from Invu

HOOKED ON MUSIC AND FASHION The Hook LDN collection is inspired by, and designed in, London. The high quality, style led designs are influenced by our passions for music and fashion – which have always gone hand in hand. Now more than ever, eyewear forms a major part of people’s personal style. This unique collection of optical frames and sunglasses capture the essence and fun side of fashion and music.

Created by a music company and worn by hundreds of musical artists and celebrities, the collection features premium acetate and stainless steel frames and sunglasses in a mix of classic and fashion forward designs in unique colours.

The Hook LDN collection has grown from four styles of optical frames and sunglasses to more than 30. Many of the frames lend themselves equally to ophthalmic frames and sunglasses and so can be ordered as either at no extra cost.

NEXT GENERATION POLARISATION We are now in our second year distributing Invu eyewear, and we recently added to this success with a new sunglasses collection and additional frames in the two-in-one offering. The two-in-one optical frames and magnetic clips are made from TR90 and Ultem, bringing together high-quality production and the Ultra Polarised SelfHealing lens.

Invu frames fit perfectly with our aim to deliver excellent value to our customers. Invu is currently available in 90 countries and is a market leading polarised sunglasses brand. The next generation polarised lens technology is an intelligent, multi-layer light management system. This unique multi-layer lens selectively filters out reflected glare and offers clear, glare-free vision with high contrast and exceptional colour perception.

BLOC PRESCRIPTION PARTY Bloc Rx was designed and manufactured specifically for opticians. Working closely with the team at Bloc, we have ensured the collection of sports optical frames and sports prescription sunglasses are exceptional value for money, well made and deliver exactly what the consumer requires.

Durable TR90 optical frames combine sports style with practical needs. The prescription sports sunglasses are complete sets of sunglasses, prescription clip, interchangeable lenses and case. This is the complete solution at an affordable price. Opticians can now cater for all their patients’ sports needs without spending a fortune.

GETTING THE BALANCE RIGHT New Balance stands for more than sportswear: it champions those who are fearlessly driven by their passions, who are fearlessly independent and doing right by people and the planet. The men’s, women’s and teens eyewear lines are ergonomically designed with E-lock temples, offering the perfect blend of function and fashion. The lightweight and strong styles celebrate the evolution of athleisure style.

New Balance aligns with our own principles on transparency and quality, and is a brand customers know and trust. New Balance was one of only six companies to step forward and be featured on a new map that links brands to their suppliers’ environmental performance in China. For the first time, factory pollution data for suppliers can be viewed in almost real time by the public.

In 2017, New Balance ranked 16th of 267 companies in the Corporate Information Transparency Index, which evaluates brands according to how well they address supply chain environmental responsibility in China. In 2018, they climbed to 11th overall. We believe that, together, we can drive meaningful change in the eyewear sector. WORKING TOGETHER The Eyewear Direct Lens Service is now available to NEG members, providing package solutions for frame and lens ordering – saving our customers both time and money. Our lenses are produced by a leading lens manufacturer and glazed by one of the top labs in the UK. So you know you will get both the service and quality you expect from Eyewear Direct.

As a preferred supplier to NEG, we are working in partnership with many members already – as we are keen to work with many more. If you are not yet benefiting from the products and services we provide, we would love to come and present our collections to you. Please speak to your area manager or contact us directly by calling 0207 1933 3334 or emailing enquiries@eyewear-direct. net. Equally, please get in touch if there is something you’d like us to add to our offering; we would love to get your input.

Brett Waugh is managing director of Eyewear Direct. ■

E-lock templaes feature on New Balance frames

New Balance sunglasses for 2022

Durable TR90 frames by Bloc