Sola saves &\#163;100K in NEC withdrawal

Steve Wright, commercial director, said the decision not to take up its 96sqm stand was prompted by its re-branding under the Optics By Sola banner. Under the scheme, Sola will introduce services, training and dispensing aids aimed at educating patients in the benefits of different types of lenses and products. Mr Wright said Sola wanted to take the whole issue of lens categorisation to patients and educate them to select and wear different lens types. This year, he said, would see a raft of new initiatives, campaigns and promotions to do just that. Commitment to the Optics By Sola idea prompted the pull-out said Mr Wright: 'We didn't think Optrafair was the best place to build a brand.' He went on to say that the money saved by not attending would allow Sola to take on extra staff, introduce and support new programmes and cut the price of its lenses to practices. 'People will read into our decision whatever they will. We believe we can do bigger and better things with the money we will save, it's the right decision for us.'