Sola goes for new look with Transitions and Skoda

Optics by Sola is hoping to tap into the coloured ophthalmic lens market by offering the Transitions Look range.
Transitions has appointed Sola as the sole distributor of the photochromic lenses which change from one bold shade to another in varying light conditions.
Babita Bangar marketing manager at Sola said: ÔWe opted for an exclusive distribution model to reflect the high value nature of the product. Transitions Look are at the high fashion end of the market and command significant margins when marketed in the right retail environment.
ÔWhile they wonÕt be right for every practitioner, we are certain that niche opticians in specific locations will be very excited by this offer.Õ
Colour changes from indoor light conditions to outdoor conditions Ð from blue to green, pink to purple and yellow to orange. The range is already successful in the US and Sola claims the lenses are capturing the imagination of the fashion market this summer.
To create a complete package Sola has teamed up with International Eyewear which will supply a range of frames suited to the Transitions Look lenses.
Practitioners offering the lenses will also be able to take part in a promotion which gives them the opportunity to win a Skoda Fabia car.
ÔWe wanted to launch the Look range of Eyewear with an incentive that would really inspire practitioners and reflect the idea of change Ð which is certainly something that the Skoda brand has done in recent years,Õ Ms Bangar added.
u For more information contact Babita Bangar at Sola on 0121 332 4421.