Eyes Right Optical has expanded its portfolio after securing the exclusive distribution license for iconic British eyewear label William Morris in Australia and New Zealand.
Managing director and CEO of eyewear wholesaler Eyes Right Optical Mr Mark Wymond said the brand complemented the current portfolio and would cater to mid- to high-end design focused optical practices. The agreement incorporates the William Morris sub collections London and Black Label and, separately, Charles Stone New York, a standalone brand launched in 2013.
The London-based brand was founded in 1996 by Mr Robert William Morris. Design Eyewear Group (DEG) – a Danish company that develops and markets iconic eyewear brands – acquired William Morris in September 2022. As a long-term partner of and exclusive supplier of DEG brands, this means that William Morris will join Eyes Right Optical’s portfolio.
“We’re delighted to take the collection on. We’ve been watching the progression and development of William Morris London from afar and have been impressed with the direction Robert has taken it. When Design Eyewear Group took it on and wanted us to take on the distributorship, we were delighted to accept,” Wymond said.
Design Eyewear Group CEO Mr Lars Flyvholm says the acquisition is an opportunity for the William Morris brands to expand and capture markets.
“Design Eyewear Group strives to have a portfolio of designer brands keeping true to their identity … we feel it was a perfect fit adding on a UK design brand, expanding the choice for our opticians worldwide,” he said.
“Eyes Right Optical has successfully grown the business for the brands of Design Eyewear Group year-after-year via strong communication and exceptional customer service. At Design Eyewear Group we always look for the best synergies to provide the best service to our customers so the choice to change the distribution was part of that.”
Flyvholm continued: “The Australian market is very important for these brands. Being one of our biggest markets already, bringing the William Morris brands to a level of how our other brands are performing is very exciting. From a design and marketing point of view, the very clear British identity will bring a lot of awareness and appreciation among the Australian customers.”
The portfolio expansion provides independent optical practices with diversification of brands and distinguishes them from other practices, Eyes Right Optical stated.
“We’re excited by the London-look of the collections with striking shapes and bold style. The William Morris style and flare is unique and I feel it’s a great product. We are holding stock of the collections at our warehouse in Melbourne, so William Morris and Charles Stone customers can now expect the same excellent level of service they receive with all Eyes Right Optical ranges,” Wymond says.
William Morris has joined the Eyes Right Optical portfolio from August 2023.
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