Glasses Direct Emailing Newsletter

Glasses Direct is a UK-based online prescription eyewear retailer founded in 2004 by James Murray Wells, who set out to challenge the high street by selling quality glasses direct to the public at significantly lower prices. Built on the principle that prescription eyewear does not need to carry a premium price tag, the brand grew rapidly and became one of the best-known names in online optics. This emailing from Planit promoted the Glasses Direct brand to a targeted audience of catalogue and email shoppers.

A Pioneer in Online Prescription Eyewear

Glasses Direct launched at a time when buying prescription glasses online was virtually unheard of in the UK. Founder James Murray Wells started the business using the remainder of his student loan after discovering how cheaply frames and lenses could be manufactured compared to what consumers were being charged on the high street. Within its first year the company sold 22,000 pairs of glasses and reached a turnover of around £1 million, demonstrating a clear appetite for affordable prescription eyewear. By 2009 the business had grown to 70 employees and was fulfilling a sale every three minutes.

Range and Value

Glasses Direct built its reputation on offering a broad selection of frames at prices well below typical high-street opticians. The range has spanned entry-level options from around £15 for two pairs up to designer and premium styles, giving customers across different budgets access to prescription eyewear. Lenses, coatings and fitting are handled through a home trial and postal return model, making the whole process convenient for customers who already have a valid prescription.

Growth and Recognition

The business expanded steadily through the late 2000s and early 2010s, eventually attracting significant investment. Founder James Murray Wells sold Glasses Direct to private equity firm Cipio Partners in 2013, by which point the company had more than 150 employees and annual sales of approximately £29.9 million. In 2016 the parent group MyOptique was acquired by global lens manufacturer Essilor International in a deal estimated at around £120 million, underscoring the scale and reputation the brand had achieved.

Frequently Asked Questions

What is Glasses Direct and what does it sell?

Glasses Direct is a UK online retailer specialising in prescription glasses, sunglasses and contact lenses. It offers a wide selection of frames at prices typically much lower than traditional high-street opticians, supplied directly to customers by post.

Who founded Glasses Direct and when?

Glasses Direct was founded in 2004 by James Murray Wells while he was a university student. After discovering the large gap between the manufacturing cost of prescription glasses and what opticians charged, he launched the business using funds from his student loan.

How did Glasses Direct manage to offer lower prices than high-street opticians?

By selling online and removing the overhead costs associated with physical retail premises and in-store staff, Glasses Direct was able to pass on savings directly to customers. The company worked with manufacturers to source frames and lenses at competitive wholesale prices.

Who owns Glasses Direct?

Glasses Direct was sold by its founder to Cipio Partners in 2013. In 2016 the parent company MyOptique Group was acquired by Essilor International, one of the world's largest ophthalmic lens manufacturers, for an estimated £120 million.

What was the Glasses Direct emailing about?

This archived emailing was produced by Planit on behalf of Glasses Direct. It was distributed to a catalogue and email audience to promote the Glasses Direct brand and its range of affordable prescription eyewear direct to the consumer.

Can I still order from Glasses Direct?

This brochure entry is archived. To find the latest information on Glasses Direct's current range and ordering process, please visit the Glasses Direct website directly.

Note: this brochure is from our archive and may no longer reflect the current offerings of Glasses Direct. Details such as pricing, range and availability may have changed since this emailing was produced.