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News, Lenses, Frames, Business

European-styled frames supplied ‘risk free’

A new company is about to enter the Australian optical market with a ‘risk free’ business model.

Spectacle Warehouse Australia Distribution (SWAD) is a Melbourne-based supplier that will provide optometrists with a wide range of frames for display and which are ordered online.

Dheeran Makadia, SWAD director
Dheeran Makadia, SWAD director

Dheeran Makadia, director of SWAD, said the new business offered European-styled frames with no upfront cost, no long-term commitment and no ‘dead stock’ issues. SWAD is promoting two brands under the distribution arrangement, Merci Merci and Alternance.

“We provide 200 frames at no charge to independent optometrists,” Makadia stated. ”The practice will have the full range on display and as a patient/customer is dispensed, the staff would place the order for frame and lenses via our online portal.”

He explained that the SWAD laboratory would then manufacture a new set of frames and lenses for that customer and dispatch the complete pair to the optometrist’s store.

According to Makadia, in addition to no up-front costs or long-term contracts between the supplier and the optometrist, other advantages included a free trial period, no dead stock because the practice only ordered what it sold, increased margin and bottom-line profit.

“We offer high-quality lenses and freeform elite multifocals with European-style frames,” he added. “Our online web portal means we can process full-glazed bundle glasses delivered to your door in only 7–10 business days and at an exceptional price.”

Makadia is a qualified optometrist and worked for eight years at a number of large organisations including Specsavers, Boots and Vision Express.

“In 2011, I was selected by Specsavers Australia to be director of the flagship store in Little Collins Street and in 2014, I decided to start my own independent practice, Spectacle Warehouse Australia, so the new business is quite exciting,” he said.

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