Company profile

Brett Waugh established Eyewear Direct to work in closer collaboration with customers. Here, Brett talks about the company ethos and its brands Listening to customers’ needs

The idea behind the launch of Eyewear Direct was to create a more open and engaging relationship with customers. With this in mind, I decided to build the business around three simple concepts: 1) total clarity; 2) value; and 3) collaboration.

1. Total clarity. This entails providing our customers with more information about the frames and sunglasses we offer. In turn, this enables our customers to make better decisions about what they do – and do not – buy.

2. Value. We work across a range of price points and always over-deliver on value for money. Our customers and their patients are consistently delighted with the quality of the frames for the price they pay.

3. Collaboration. The world is changing; the market is changing. So, building strong, collaborative relationships with both customers and suppliers ensures we can all be successful into the future. This includes one-for-one swaps, no minimum order quantity, volume promotions and shares in our brand, Ashton Riley.

With 20 years’ experience designing, manufacturing and supplying optical frames and sunglasses to independent stores and large chains, we have a huge amount of knowledge that we bring to everything we do. From our central office in Surrey, we are working on new designs every day –ensuring that we continue to bring exciting new products to our customers. With orders being despatched the same day, we endeavour to deliver the highest standards of service.

Listening is a major part of what we do. We want to produce optical frames and sunglasses that end-consumers want to buy. It means we must be innovative in design, but more importantly we must listen to the feedback from our customers. We introduced hundreds of new lines in 2020, a year that was decimated by Covid-19. Yet Eyewear Direct grew. This was because we listened to what our customers were asking for, and delivered on that. Every day we have discussions about new product ideas that are a collaboration of our design team and customer feedback. We want customers to tell us how we can be a better partner, and help opticians grow their business too. We now offer five brands in the UK: Ashton Riley, Hook LDN, INVU, Redele and Sunwise Rx.

ASHTON RILEY Ashton Riley delivers quality acetate, stainless steel and titanium frames –providing all-day style ensuring the wearer can move seamlessly from work to play. Though our unique share scheme, stockists of Ashton Riley build up shares in the brand meaning that the success of Ashton Riley is something everyone benefits from. 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.

HOOK LDN Hook LDN is inspired by and designed in London, and specialises in creating high quality, style led designs that are influenced by our passions for music and fashion. Music and fashion have always gone hand in hand. Now more than ever, eyewear forms a major part of people’s 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, Hook LDN includes premium acetate and stainless steel optical frames and sunglasses. The collection is a mix of classic and fashionforward frames complemented by unique colours. It has grown from four styles of optical frames and sunglasses to more than 30 styles – such as Parklife, Colston and Supernova.

INVU 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.

INVU distribution with Eyewear Direct began in December 2020, adding a high quality yet affordable prescription sunglass collection available with a discount when part of a frame and lens package. The Two in One optical frames and magnetic clips made from TR90 and Ultem bring together high quality production values; likewise the Ultra Polarised Self-Healing lens. INVU fits perfectly with our aim to deliver excellent value to our customers.

REDELE EYEWEAR Redele Eyewear was founded in 2012 by the young, free-spirited rule breaker Alessandro De Vecchi. After five successful years, the brand’s creative team relocated to Los Angeles. The new collection is a celebration of the brand’s newly-established Southern Californian roots. It draws influences from the Los Angeles icons of yesteryear, plus the new creative community of today.

Uncompromising on quality and forward thinking on design, the patented TR2R material is ultra-lightweight and is combined with beta titanium temples to create exquisite frames. Unbelievably light and playful colours ensure there are options for those looking simply for comfort, or those looking to make a statement. 2020 saw the introduction of Mazzuchelli acetate frames to the collection. The luxury feel, combined with amazing designs, created instant best-selling styles. 2021 sees the launch of TitanBlock, the new beta titanium collection incorporating an innovative hinge system.

SUNWISE RX Sunwise Rx sunglasses provide performance prescription eyewear at a price everyone can afford. A selection of direct glaze and prescription insert sunglasses ensure there is a solution to every patient’s needs. Each sunglass comes inclusive of everything required to deliver the patient a comprehensive sports Rx sunglass. This includes prescription lens gaskets, inserts, inter-changeable lenses, and a cleaning cloth/pouch.

WORKING IN PARTNERSHIP Working with our partners at Deepcove Optical, Eyewear Direct also offers frame and lens packages – saving our customers both time and money. Practices can order finished frame and lenses in one, cutting down re-ordering time and ensuring that best-selling frames are always in stock. This offers an estimated cost saving of 20 per cent, with time saved and admin reduced.

As a Preferred Supplier to NEG, Eyewear Direct is working in partnership with many members already. We are, however, keen to work with many more. We will continue to build our portfolio of products and services to ensure we become a valuable partner to NEG members.

If you would like any more information, please speak to your area manager or contact me directly on 0207 19333334 or 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.