New format Optika stores planned for the year 2000

Chairman Ian Livingstone said that a working group was examining a new concept that could include sales of non-optical products in a larger store format, at up to 20 town centre sites. 'We feel there is a niche we are not exploiting,' he said. 'We will pilot some of the ideas in existing stores at the end of the year and will use property consultants to scientifically find the ideal locations.' He added that the company would recruit a management team from within, ultimately having two operational teams, with the aim of expanding and eventually floating the group. To date all the non-franchise Optika outlets have been converted to the David Clulow name, with an immediate increase in business of 15 per cent, Mr Livingstone told optician. The company is set to open David Clulow practices in four major cities and this week saw the launch of a Clulow practice at the Bluewater centre in Dartford, Kent, an investment of &\#163;250,000. Mr Livingstone added that the company might consider local partners for David Clulow franchises, to get the correct people in regional locations. These could be experienced practitioners or practice owners, although no firm discussions were under way. Operations director Ayis Virides added that the David Clulow name was being pushed as a fashion brand. This included a PR campaign to national press and the introduction of a David Clulow sunglass range, which could also be sold at department stores on a free-standing basis. 'The concentration on the Clulow name will improve our offer of own-brand stock and unique products,' explained Mr Virides, who added that the company had taken on the Agnès B frame collection, with UK exclusivity until the end of the year. Other plans included working with a 'respected high-street name' on a sunglass line to be sold at both companies' stores.