Interview: Post-covid cubism

A s one of the country’s most recognised direct to consumer eyewear retailers, Cubitts felt the impact of the coronavirus pandemic and subsequent lockdowns more than most independent practices.

Cubitts founder Tom Broughton says the overnight closure of its practices, which provide 80% of the company’s income, meant going into survival mode. ‘Like a lot of companies, we saw a big spike in online activity, but it was nowhere near enough to offset the decline caused by the stores closing,’ says Broughton. Even as practices could later open as essential services, patients were limited to one at a time, which, for a company that relies heavily on footfall, was a devastating blow.