London’s reputation for being one of the premier global fashion destinations will be harnessed by the wide range of frame manufacturers and suppliers showcasing new collections at Optrafair London at the Olympia National from April 11-13.
With a bustling Fashion Quarter featuring the likes of Face à Face and Lafont, along with major established suppliers such as Norville, Dunelm and Rodenstock exhibiting in the main hall, the eyewear needs of all practices will be catered for at the event.
Banbury-based Ridgway Optical Supplies hopes to meet both national customers and international clients through its presence in the Fashion Quarter, and confirmed its place at the show after a successful attendance at last year’s Optrafair in Birmingham.
‘Exhibiting at London has great appeal and is a natural progression for us. Our aim is to increase our exposure, not only nationally but internationally too, with a new stand in the Fashion Quarter. We will be showing the Fysh UK, Kliik Denmark, Evatik, Superflex, Reaction, North Shore and Allegro ranges,’ said David Ridgway, managing director, Ridgway Optical Supplies.
Norville will be launching new models in the Barbour International collection at the event. One of the most iconic British brands, Barbour stands for tradition, quality and Britishness and all three traits find their way into Norville’s Barbour ophthalmic frame and sunglass styles. Models in the ranges echo their clothing and accessory counterparts, with subtle silhouettes, muted colours and minimalistic branding.
Norville also plans to release new styles in the edgy Duck and Cover range, the soft and feminine Monsoon portfolio and the Cecil Gee eyewear collection, which is promised to invoke memories of swinging 60s London.
For longstanding British eyewear and accessory manufacturer Dunelm, Optrafair London presents the perfect opportunity to promote its fashion-forward brands such as Janet Reger, Paul Costelloe and Celine Dion.
Dunelm director Peter Beaumont said the new models ‘would continue to a vintage story,’ with silhouettes reminiscent of days gone by. ‘Throwback designs will be updated with innovative new materials and effects, and complemented by an altogether more modern look, full of appeal, sharp shapes and simplistic contours,’ he added.
Being able to tap into fashion trends and then translate them into eyewear ranges is a prerequisite for the director of an eyewear company, but those predictions are seldom shared. Beaumont, however, has always taken a keen interest in predicting future trends for eyewear and believes that frames with high joints will be the shape of the year.
‘However, also expect cat’s eyes, soft and small for everyday wear, and larger and embellished for the more daring. Innovations in materials such as rubber, silicone, stainless steel, titanium and high quality acetate are being fused together for striking effects across a range of collections as texture becomes even more significant,’ he added.
Beyond what it promised to be ‘inspirational products for the contemporary practice,’ International Eyewear will promote its supporting marketing tools in an effort to showcase the 360 degree service it offers.
The company’s Eyestuff children’s collection will be updated with seven new models – each designed for the under-10s and the demands that such a group brings. A new point of sale package has also been created to support the range.
On the other in-house collections scheduled for release at the event, managing director David Baker said: ‘Sumptuous Zoffani is set to launch three glamorous acetate models, each available in two hues. Utilising the finest Italian handmade acetates, with stunning metal decorations, these models captivate the essence of the high-end collection. All are designed as glamorous, yet wearable, shapes suitable for progressive lenses.’
The company also represents German eyewear manufacturer Eschenbach Optik in the UK market and is planning a slew of new releases from Germany, including TITANflex, Brendel and Humphrey’s.
Also at the show is Ronit Furst, whose hand-painted frames with tiny embellishments are the perfect choice for patients who like to show their individuality. ‘Customers tell us their world changes when they wear our joyful, exuberant, colours and that suddenly, everyone who comes towards them is smiling,’ said managing director Helena Finden-Browne.
At Optrafair London the brand plans to introduce more colours and matt finishes, plus new shapes and additions to the men’s collection.
If extroverted, hand-painted frames don’t suit your patient base, then the subtle rimless frames from German manufacturer Flair could well be the answer. ‘Quality, design and service are fundamental company values,’ said a company spokesperson. Styles such as the Flair 160 show the brand’s values for craftsmanship and luxury, with inlaid Swarovski crystals and gemstones and an understated gold hue.
Additional frame manufacturers and suppliers exhibiting at the event include Caseco, Paris Optical and The Eyewear Company. Visit www.optrafair-london.co.uk for a full list of exhibitors.
Register now for free at www.optrafair-london.co.uk