Eyewear brand Kite has launched a flat price structure for its entire range of eyewear, including all spectacles and sunglasses, regardless of prescription and coatings.
The move is in response to what the east London company said was an unfair and confusing UK eyewear market for patients.
The company stated that the new single vision price of £150 – £250 for varifocal – would introduce transparency over the cost of its complete package, which includes Carl Zeiss lenses and Italian handmade frames. An eye exam is included in the price.
The company cited a 2014 Which? Survey which showed that 9% of people visiting opticians felt pressured into buying extras and 25% of people felt that extras made the cost more than anticipated.
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