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Independent group Wardale Williams Opticians has been purchased by Jonathan Foreman, owner of Observatory the Opticians in London, Southwold and Beccles, and Martin Russ, owner of optical business and training consultancy TMR.

Wardale Williams, established in 1947, and with four branches in Suffolk and Essex, was put up for sale when one its partners relocated for family reasons. The remaining three partners have been retained as employees of the new company.

The new owners said they were attracted to the business as it was well established, with a loyal patient database and an excellent team of staff. Since the July acquisition, Foreman and Russ have instigated changes that have already resulted in improved sales, even in the traditionally quiet month of August.

The Ipswich branch has been refurbished in keeping with its location near the fashionable waterfront development. 'This is an ideal location to provide professional eye care combined with fashionable eyewear,' said Foreman.

The three other practices in Sudbury, Haverhill and Halstead will also be redeveloped.

The new owners have introduced more effective recall letters, repainted the shop fronts to make them more up to date, while retaining a traditional image, and staff development is planned.

'This is a great opportunity to put ideas into practice that I have been discussing with other practice owners over the last 16 years, as well as test new ideas,' said Russ.

Marketing plans will be implemented in the coming months and practice software and consulting room equipment will be upgraded.

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