Glasses Direct relaunches to take on high street rivals Direct, the online spectacles retailer, is relaunching in a bid to increase its share of the glasses market. The new look launches imminently.

It is unveiling a new logo, made up of different coloured lenses that will change according to the season. It aims to promote the idea that people can have a range of glasses to suit their mood or outfit.

Glasses Direct marketing director Phil Gates says Glasses Direct’s low prices mean “people can easily afford several pairs. Our new identity celebrates release from the tyranny of only one pair.”

The look has been designed by Albion, which won the company’s £2m advertising and brand development business last year (MW November 22).

Glasses Direct was set up by entrepreneur James Murray Wells in 2004 after he was shocked by the £150 cost of reading glasses. He used £1,000 of his student loan to organise a supply of prescription lenses directly from glazing laboratories. It allowed him to sell glasses online at a fraction of the usual cost because he does not have to subsidise loss-making eyesight tests.


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