How Eyewear Brand Glasses Direct is Disrupting the Market


THE eyewear industry is witnessing remarkable growth. According to a new report by Grand View Research, the global market will reach £264.96 billion by 2030, with the e-commerce segment in particular expecting a growth rate of 9.7%. That’s because new players are continuously entering the market to meet the evolving needs of consumers. These customer demands include ease of access, improved functionality, discounts, and more buying options.

One such leader in the eyewear industry is Glasses Direct. The online prescription glasses retailer has been making waves since its inception, offering a range of services that reshape how people shop for eyeglasses. Below, we take a closer look at how Glasses Direct is disrupting the eyewear market.

Innovations in the eyewear market

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Innovation has always been at the heart of the eyewear market, and new technologies and designs are constantly underway. As we noted previously, the eyewear market has seen the emergence of sustainable and innovative brands like Hemp Eyewear, known for producing the world’s first plant fibre eyewear. It’s in this dynamic landscape that Glasses Direct emerged as a trailblazer.

Glasses Direct was one of the early adopters of augmented reality in the eyewear market, all the way back in 2009. Their Glasses Direct Video Mirror, created by FittingBox, was among the first augmented reality apps that allowed customers to try on glasses virtually. By utilising live video from a shopper’s webcam and facial recognition software, Glasses Direct enabled customers to see how various frames would look on them without needing to visit a store physically.

Streamlined customer journey

One of the critical ways Glasses Direct disrupts the market is by providing customers with a streamlined and efficient shopping experience. The brand understands that choosing the right pair of glasses can be daunting, given the myriad options available online. To address this challenge, Glasses Direct’s free Home Trial packs allow customers to select up to four frames, which are then delivered to their doorstep for a seven-day trial period. This service can be used any time after customers have explored the Glasses Direct Video Mirror and Virtual Mirror online.

The Free Home Trial allows individuals to assess fit, weight, and size from the comfort of their homes. This removes the rush and pressure often associated with choosing eyewear, ensuring customers are confident in every purchase made from Glasses Direct. If customers change their minds after making a Home Trial purchase, Glasses Direct offers completely free, no-quibble returns, eliminating any concerns about online shopping.

Continuous catalogue refresh

Glasses Direct is not only known for its innovative services but also for its commitment to staying current with the latest eyewear trends. In February 2023, the brand unveiled its new collection of designer frames, featuring sought-after luxury brands such as Persol and Prada and trendy designs from popular brands like Hugo Boss and Tommy Hilfiger.

But Glasses Direct’s brand of innovation goes beyond luxury frames. The brand also caters to various audiences and supports multiple advocacy organisations. For instance, in the same month of February 2023, they introduced the “Pink Ribbon” collection in partnership with the Pink Ribbon Foundation to support those affected by breast cancer. In the previous year, Glasses Direct collaborated with MindOut and released Pride-themed glasses, further emphasising their dedication to positively impacting society. These emphasise how Glasses Direct values community, which the brand having additionally given away free glasses to NHS staff in 2020 to support the health industry’s neverending hard work.

Through these efforts, Glasses Direct remains at the forefront of the rapidly evolving eyewear market. For more business news, check out our other articles at Aberdeen.

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