High-street multiple Dollond & Aitchison opened its flagship store on Regent Street today (April 28).
High-street multiple Dollond & Aitchison opened its flagship store on Regent Street today (April 28).The two-storey outlet, which is over 3,500sq ft, is open seven days a week and claims to offer the latest in innovative eye care technology and stylish frames.
Inspired by the design features of fellow De Rigo owned retail group General Optical in Spain, the practice comprises five testing rooms, a contact lens centre and 'features fixtures specifically designed to showcase and reflect the brand hierarchy'.
Frame collections, which include brands such as Givenchy, Escada and Police, are positioned mainly on the ground floor in 'zones' within backlit contemporary fixtures.
D&A commercial director Andrew Bailey said these areas more accurately target the market and differentiate the store from its competitors which 'tend to present collections randomly on general fixtures across any walls'.
'Illuminated displays create a zone for the ranges, including our plano and prescription sunglass range, putting them in a category in their own right,' he said.
The store is the fifth D&A practice to use Optomap technology for 'state of the art imagery of the back of the eye for early detections' and will also feature the 'Styleyes' service for personalised fashion advice concerning face shape and colourings.
'The Regent Street branch shows ambition for the overall relaunch and rebranding of D&A alongside TV and press advertising demonstrating that the company is becoming more accessible to greater numbers of people,' said Bailey.
D&A chief executive Andrew Ferguson added that the flagship store represented a key part of the company strategy to offer customers the very best in eye care and quality service.
'Our debut in Regent Street conveys our brand and brings to life our credentials as one of the most established opticians in the UK,' he said.