Glasses Direct goes upmarket

Internet-based retailer Glasses Direct appears to have moved away from its low entry price approach to favour more upmarket specs.

Its long-vaunted £19 complete pair offer has been replaced by a two-for-one offer at £39 on a specific range with many more designer brands at higher prices.

The move has been noted on optical forums and on the Money Saving Expert website. Many of those posting on theoptom.com suggested Glasses Direct was trying to move upmarket and others made the point that it was now more expensive than Specsavers.

When asked by Optician if the move was a change in strategy, Glasses Direct managing director Jamie Murray Wells said: 'Glasses Direct has always beaten the high street with a rounded value proposition comprising free home trials, a money-back guarantee, advice from DOs, fast delivery, friendly customer service, a growing range of designer and non-designer glasses and sunglasses that will ultimately overtake anything a high street store can offer.'