Optical wizards of Oz seek partners in UK

Representatives of an Australian company dedicated to help independent opticians compete against the multiples will arrive in the UK looking for new partnerships next month.

The company, called C@, was listed on the Australian Stock Exchange at the end of 2005, and currently aims to help small outlets challenge the marketing dominance of the big players in Australia's $1.3bn optical market.

It has been established by Caerphilly-born Andrew Gay, who studied optometry at City University, London, and travelled to Australia to work when he was 25 and has stayed ever since.

He will return to Britain in April hoping to find optical retailers interested in forming a similar group in the UK.

'We will undertake a pilot scheme in the UK from mid year because our marketing package and linked lens and frame ordering system is as applicable in the UK as it is in Australia,' said Gay.

'Importantly, we will focus on how well our exclusive ranges are suited to the UK market and how quickly a UK placed order can be turned around through our laboratory in Perth, Western Australia, and shipped back to the British customer.

'If British independents show the same enthusiasm as their Australian counterparts we would mirror our Australian operations by setting up a dedicated production facility in the UK.'

The C@ banner will be placed before the traditional practice name when an optician joins, with the goal of creating a national brand while maintaining a local identity. In practical terms the company will manufacture its own products across all price points, and in return for their purchase pay for advertising the C@ group to the public. For products sourced elsewhere C@ has stated that it will form a buying group for members to get the best deal available.

The Australian optical sector was rocked three years ago when Milan-based Luxottica bought the 461-outlet OPSM chain. C@ estimates that independents comprise three-quarters of Australia's total of around 2,400 practices, but command only 50 per cent market share.

C@ has created its own 'competively priced' range of frames, lenses and contact lenses. The company is initially offering its pilot stores access to more than 330 frames, including 11 of its own brands.

The business floated in December after a prospectus which stated C@ hoped to raise $2.5m was published.