Dunelm Optical releases OMG brand targeted at teens

Catering for what Dunelm Optical said was demand from independents for eyewear that sat between the children’s and adults markets, is the company’s latest brand OMG.

Peter Beaumont, managing director, explained the concept: ‘Independent opticians kept telling us the same thing: that there is a real lack of frames out there catering specifically for teenagers.

‘We’ve come up with a brand that taps into the youthful mindset and designed 23 new frames as part of the launch collection. We offer frames for children in WhizKids, and Retro has established itself as a fashion-forward brand for teens right through to stylish adults, but we needed something to bridge the gap between them, and that is OMG.’