MyOptique Group has further strengthened its in-house product selection with the acquisition of Scarlett of Soho.
The deal will now see the Scarlett of Soho collection sold exclusively across the Group’s two market leading UK eyewear websites GlassesDirect.co.uk and Eyewearbrands.com.
Scarlett of Soho takes its name from the 18th century Royal optician Edward Scarlett who popularised the use of arms on glasses and who had a store in Soho. The premium product is made from Italian aged acetate and has patented rivet hinges for durable stability. It has a vintage look and feel and current styles take their name from famous 20th century figures; including Hemingway, Churchill and Hartnell. Each pair includes an inspirational phrase embodying its namesake on the inside of an arm; for example ‘live your story’ on Hemingway.
The new brand’s collection will sit alongside MyOptique Group’s popular in-house brands London Retro, Scout, Harrington and Aspire. The Group’s in-house brands have been growing rapidly, with sales up nearly 75 per cent over the past financial year when they also grew to over a quarter of Glasses Direct sales.
Previously only available via a monthly subscription service through the Scarlett of Soho website, the collection will now be available to buy in the standard way. It will be sold two for £95 across Glasses Direct, and also as a single frame for £79 on Eyewearbrands, a saving of around 50 per cent over the previous subscription charge. It will not be available via subscription although MyOptique Group is considering testing a similar subscription offer across its websites.
Scarlett of Soho is the latest in a series of acquisitions which have propelled MyOptique Group to the leading position in the European online eyewear market, with over 3 million customers who have saved over £150m. This summer the Group announced the acquisition of the leading UK premium online eyewear business Eyewearbrands.com and the German business 4Care which includes the popular Lensbest.de website in its portfolio.
MyOptique Group has been innovating to grow the online market and house brands are an important part of the mix, which also includes Glasses Direct’s free home trial whereby potential customers can try four frames at home for free and its award winning 3D virtual mirror ‘Ditto’.
MyOptique Group CEO Kevin Cornils commented: “We are delighted to have Scarlett of Soho join the MyOptique Group family. The collection was founded on a principle we share of offering top quality for amazing prices by cutting out the high street middleman. By bringing scale and making it available to try with our free home trial and our online virtual mirror, we are able to bring Scarlett of Soho and its high quality collection to a wider audience at even greater value for money.”
Scarlett of Soho co-founder YeeMun Thum added: "Having built Scarlett of Soho as a start-up from the ground up, we’re proud that Scarlett of Soho is joining the MyOptique Group family. Our goal from the beginning has always been to democratise an amazing eyewear experience for the masses, and we believe that MyOptique Group is best poised in the industry to realise this goal.”