Ebony has a plan for independents

Owner Martin Atkinson and business partner Lindsy Atkinson started out in South Africa in 1995 to supply designer-style frames at a fraction of the price. Mr Atkinson explains that the European base was a natural extension, a move that was also influenced by the strong pound.
Ebony has a hands-on approach to marketing. ÔWe are not just order takers; we get involved. The degree to which we get involved is up to the individual practitioner,Õ he says.
One hundred styles are on offer in three size and colour options, in monel, stainless steel and beta titanium.
Mr Atkinson says the aim is to streamline purchasing, reduce stock holding and improve the variety and quality of frames practices hold. ÔThe independent can carry a wide selection of shapes, colours and materials and still maintain the margins of a multiple Ð but with a far superior product. And the dispenser can manipulate the model stock to their liking, which of course a multiple cannot do.
ÔI would go in on a regular basis and change whatever stock needs changing; put new models out; take out any frame that isnÕt selling Ð because thatÕs no good to him or me Ð and refresh our display. It keeps EbonyÕs section smart.Õ
This type of marketing means Ebony looks after the stock and the package enables the practitioner to compete with the big multiples, he adds.
u Ebony Optical can be contacted on 01780 721717.