14th July 2015 


Dunelm Optical has launched a number of new initiatives aimed at further improving the high level service it provides to independent opticians.

The leading supplier of prescription eyewear and accessories now offers free postage and packaging for all in glazed prescription frames for the first time in its 46 year history. Billed as a key selling point, the new offer, which also comes with an added value of up to £2 discount off the frame, has been created following feedback from opticians.

Peter Beaumont, Managing Director of Dunelm Optical, said: “We’ve listened to our opticians who objected to paying for postage, and responded with this new incentive. The convenience of ordering a frame and prescription from one place, free of charge and with a bonus discount, is great for opticians and takes away any previous barriers to ordering.”

In addition, Dunelm has introduced a new suite of marketing collateral for opticians, including posters, point of sale stands, show cards, brochures and video footage of Dunelm’s different collections to play on TV screens in reception areas, inspiring patients with different eyewear solutions. The company’s ecommerce website has also been relaunched so that making orders online is easier and more convenient than ever before.

And ramping up its operations at its HQ in Durham, the company has recently invested in new state-of-the-art machinery that will significantly speed up the delivery of dry cut lenses available to opticians. This is in line with the introduction of the new Spectre lens to its prescription lens offering, a new freeform solution that can cater for any prescription scenario.



For more information, please contact Nina Hands on 0113 397 9892 or email nina@contentsoup.co.uk.