50 years young

Robert Stanley Opticians is celebrating its 50th birthday this week. On December 1, 1953, Walter Holland and Donald Salmon started trading from a practice in Cowley Road, Oxford.
The business initially concentrated on handmade spectacles and involved working alongside local eye hospitals. They also moved into the camera and photographic processing business. As time went on the practice became a group, and now consists of nine branches throughout Oxfordshire, serving Oxford (three sites) and the surrounding towns of Abingdon, Thame, Wallingford, Wantage, Carterton and, most recently, Grove.
While the founders still take an active interest in the business and its progress, the day-to-day running of the company is in the hands of chief executive John Edwards, who has been with the group for six years.
Edwards trained as a dispensing optician and contact lens optician with Dollond & Aitchison. He progressed through various roles, including development manager before moving to Yardley. He joined Robert Stanley to take on the challenge of 'sympathetic modernisation'.

the personal touch
Robert Stanley Opticians offers 'good old-fashioned craftsmanship and service', making a point of forming personal relationships with patients and playing an important role in the local community.
It has its own laboratory that allows tight control on quality and helps the group to compete on speed when necessary. The group most recently opened a practice within the multi-disciplinary, PCT-funded health centre in Grove. The branch offers eye examinations by appointment and walk-ins, a comprehensive range of eyewear, DSE and diabetic screening. It has been open for six months now, and interest has been growing.
Edwards says he is pleased with the current performance: 'While not our core business, it is important for an independent group to diversify, and growth is essential in today's fairly stagnant market.
'We work closely with the 16 GPs and dentists in the centre and because other healthcare professionals are on-site, such as a pharmacist and chiropractor, we are creating a one-stop shop for patients. As optics becomes more involved with services such as diabetic screening, it gives us an opportunity to be closer to people and offer services that fit the needs of the community.'
Robert Stanley's core business continues to expand. It started with just three employees, but now has 50 members of staff.
Edwards says: 'The high street practices are doing well despite the overall trend to show a drop in sales, particularly among bigger groups. It is crucial that a company finds its strengths and concentrates on extolling its unique proposition. It is not enough to advertise what you think you are good at, you need to go out and keep proving it. I think this is an area where independents have the upper hand over the large multiple groups.'

communicating the message
He cites communication as being key: 'Like a stick of Blackpool rock you have to make sure the message goes right through the whole company. Staff need to understand the challenges the company faces so that they can be part of the solutions for the future.'
Although 50 years old, Robert Stanley Opticians is not standing still. Its website (www.robertstanley.co.uk) has been running for three years and continues to receive on average over 200 visits a day.
Edwards' final thoughts return to the company founders and long-standing staff. 'We are lucky at Robert Stanley's to have had such a solid business base built by Mr Holland and Mr Salmon. People make a business and without the commitment over many years by quality staff we would not be in the position of strength for the future that we now find ourselves.'

Do you remember Walter Holland or Donald Salmon? Email: foundersrobertstanley.co.uk, they would like to hear from you.