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Glasses Direct founder James Murray Wells warned multiples that they would struggle against internet sellers when he spoke at the Independents Day conference in Birmingham this week.

Organiser Nick Atkins attributed the high turnout to his presence. 'We all think of him as a bit of an irritation and some think he is a major irritation, but remember there are big multiples out there who are far more advanced at taking your market share,' said Atkins.

Murray Wells, who described his company as the Swatch of optics, said the multiples would struggle as independents could specialise. 'If you concentrate on the mass market you might as well throw in the towel as businesses like ours will take 80-90 per cent of this market.'

He touched on exam fees, telling the audience that dentists did not charge £100 for a toothbrush and give their professional time for free.

Murray Wells admitted that glasses were a bit of a challenge for the internet as they were a cosmetic device that changed your personality. Nonetheless, his company was growing and now dispensed hundreds of glasses a day. 'Unlike you, I can offer an unlimited shop window, working towards 1,000 frames.'

He said that he wanted to get to the point where people would make multiple purchases. 'I'm not just smashing prices, I'm changing attitudes.'

On the question of PDs, he received a negative reaction. 'You measure them for us,' he said. 'It should be part of the sight test and written on the prescription. It should have been part of the legislation.'

He wanted Glasses Direct to be a household name and planned a massive marketing campaign so that people would know it as well as Specsavers.

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