Time to worry - and fight back, says Provis

Hamilton: route to market would remain the independent sector

Provis, the Scottish maker of low-cost daily disposable lenses, has introduced a new contact lens it says will help the independent sector fight off the threat from supermarket sales.

Founder Ron Hamilton said the daysoft UV 58 per cent daily disposable lens offered independent opticians a lens that could compete with the leading brands, and was available at a low price but only to dedicated independent opticians.

He said the mid-water content lens would complement the company's existing high-water content daysoft 72 per cent lens.

The 72 per cent lens currently competed with Bausch & Lomb's daily lens.

The 58 per cent lens would have characteristics of handling and initial comfort of leading brands such as Focus Dailies and 1-Day Acuvue.

'I am firmly of the belief that our prices to independents are as good as best prices offered to supermarkets. We are levelling the playing field.'

Both lens products are available in wider power ranges than their competitors, have a patented edge design and a UV blocker. All Provis lenses are priced at £5.12 for a month's supply or £13.44 for three months.

This was less than half the price of 1-Day Acuvue and about 50 per cent cheaper than Focus Dailies and SofLens, he said.

Hamilton said the launch of the daysoft 58 per cent was brought forward by Provis when it saw the impact of the Section 60 Order covering the supply of contact lenses.

'With the advance of the supermarkets I just thought it was silly to stand back,' said Hamilton. He went on to say that he feared some practices were in danger of being 'seduced' by those manufacturers who say there is nothing to worry about.

'I would say to opticians - worry. This is the most fundamental thing that has happened in the last 10 years.

'I think it is a bit over-presumptuous [of the manufacturers] to have two routes to market, two retailing groups competing.' He said Provis's route to market was the independent sector and would remain so.

'Let's be realistic about it. If an optician gives anyone a box of any lenses they are endorsing that product. Within a week that patient is going to be visiting a supermarket and now has the opportunity to buy contact lenses either for price or convenience.'

 www.daysoftuv.com