MyOptique Group is revolutionising the European optical industry by providing its customers with a superior direct-to-home service proposition. MyOptique is an online leader across all eyewear categories - prescription glasses, contact lenses and sunglasses – in Europe. Enjoying over 50 per cent growth over each of the last eight years, its value proposition continues to resonate strongly with its customers.
The Group operates six online retail brands – Glasses Direct, SunglassesShop, LensOn, Lensbest, EyewearBrands and Netzoptiker. Together they have served three million customers and have shipped over 280 million contact lenses and 7 million glasses and sunglasses.
MyOptique’s brands share a record of driving innovation to provide the best possible customer experience. Glasses Direct was the first to take prescription eyewear online, to offer customers a home trial, enabling them to try up to four frames at home for free, and to have a virtual mirror. Lensbest was the first to sell contact lenses by mail order in Germany, and to sell own brand contacts as a fully certified medical producer. LensOn was the first in the Nordics to introduce one click reordering for contact lenses.
The innovation continues – in 2015 Glasses Direct was recognised as delivering the best ecommerce experience in the Retail Week Customer Experience Awards, winning Outstanding Digital Experience for Ditto, its new cutting-edge 3D virtual try on service.
MyOptique traces its origins to the funding of Glasses Direct, which was set up in 2004 by Jamie Murray Wells.
The business made its first acquisition in 2011 with the purchase of Sunglasses Shop, which boasts Europe’s largest selection of branded sunglasses.
2011 also saw the launch of the Group’s first eyewear own brand; London Retro which was joined the following year by Scout. Today house brands account for over 80 per cent of eyewear sales.
LensOn, the largest independent online optical retailer in the Nordics, became the Group’s second acquisition in 2012. Then 2015 saw the acquisitions of UK based premium eyewear business Eyewearbrands, which offers Europe’s widest selection of designer eyewear and sunglasses brands, and the full service German businesses Netzoptiker, which has the highest customer review rating in its sector, and 4Care, which sells through its website Lensbest.de, and also runs the wholesale operation Acumed and produces the popular brands Lennox Eyewear and Lenscare.
Today the Group has 250 employees across offices in Europe’s largest online markets: the UK, Germany and Nordics, with localised websites and local language customer service. While the websites have differentiated propositions in order to best serve the specific needs of each customer group (e.g. contact lens buyers vs. sunglasses buyers), they are supported by a central, highly scalable backend infrastructure, which enables them to pull on the largest in-stock eyewear range in Europe. The sites are served by a central warehouse with an in-house lab –another industry first - producing to British Standards and enabling orders to be shipped within three days, all checked by a qualified optician. Today more than two-thirds of sales are outside the UK.
MyOptique is one of the British Government’s ‘Future Fifty’ technology leaders and included in the Deloitte Technology Fast 500 EMEA 2015 list, a ranking of the 500 fastest growing technology companies in Europe, the Middle East and Africa. MyOptique was also named a Bloomberg Business Innovator in 2016.
With the European optical market valued at over £25 billion and with just 5 per cent currently going online - less than half the retail average – the MyOptique Group is poised for continued significant growth as it leads the industry revolution.