Thoughtful design, comfort and innovation are hallmark features of eyewear that captivate and retain customer loyalty. Danish brand ProDesign embodies these principles, helping independents deliver stylish and high-quality options for their patients.
Bellarine Eyecare owner and optical dispenser Mr Matt Wilson, and practice manager Ms Johanna Scott, agree that with its clean lines, minimalism and ‘face-first’ designs, dedicating a large portion of their floor space to the ProDesign range was a no-brainer.
When Wilson took over the coastal practice in Ocean Grove, Victoria, five years ago he brought with him the philosophy of growing with his clients.
He noticed a trend, where patients would return for a replacement pair of frames after several years, and because their ProDesign spectacles held up so well, they’d request them again.
“At the end of the day it’s a very reliable frame – and at a good price point range,” Wilson says. “We can fit basically anyone that walks through the door into ProDesign if we choose to.”
ProDesign, distributed to Australian independents through Eyes Right Optical, is a Danish brand known for its designs that blend innovation, style and simplicity.
Beyond reliability and affordability – Scott says that despite there often being such a large gap between patient visits, ProDesign ensures its range is contemporary, up-to date and aligned with patient needs.
“The range continually evolves to work with our patients. This, combined with our patients coming back for ProDesign, means it aligns with what we’re looking for in a range for our patients,” she says.
“The range is all about functionality and facial fit. So, it speaks for itself with its classic shapes.”
Described as the “bread and butter” of the practice’s frame range, Wilson says that a quality over quantity business model has proven effective – and he has cut down the selection of brands on offer to focus on the staple few that he knows are high-performers – and with ProDesign as the centrepiece.
In addition to patient satisfaction, Wilson says ProDesign is a favourite among the optical dispensers.
“We can just trust it. It’s easy, and a go-to for comfort as well.”
For both the optical dispensing team and patients, a standout design element are the acetate frames with nose pads which offer superior levels of comfort. With ProDesign, Wilson says its acetate range has the optional feature of nose pads, which is not a common find in the industry.
“This means you’re always going to find the perfect fit. And we utilise that a lot. Whether it be small or large faces, we know that ProDesign will have something to cover that,” Wilson says.
“Some patients don’t understand why their glasses aren’t comfortable. But when you actually take the time to point out a good fit versus a poor fit, and what we can do to improve that, they’re really appreciative. And now, you’ve got a patient for life.”
While ProDesign has elevated Bellarine Eyecare’s patient retention and satisfaction, Wilson and Scott attribute a significant portion of the practice’s success to the support from local eyewear distributor Eyes Right Optical.
Not only does Bellarine Eyecare have a close working relationship with Eyes Right Optical – but patients often do, as well.
“Often, we’ll tell Eyes Right that we have two or three patients that have found a frame within the ProDesign range, and they want to look at other colours. Most of the time, we can get it overnight from them,” Wilson says.
“Not only that, but the sales rep comes down to see the patient themselves, which is a great opportunity for them to see the ProDesign range’s materials, frame fit, styles, and colours. It’s a very rare opportunity for the patient to view the whole range and it’s not very often that this happens. So, we’re lucky to have that relationship with Eyes Right.”
Scott adds that beyond the Eyes Right Optical sales team, and through to the eyewear distributor’s customer service and management teams, the practice is supported at all levels.
“This reliable, consistent support goes such a long way when you’re practising independently.”
Innovation with a purpose
The team at Design Eyewear Group – the eyewear designer and manufacturer behind ProDesign – say they are proud to create eyewear that is “designed to fit all”, offering comfortable, classical designs that are both progressive and safe, and just as diverse as their customers.
The range is carefully designed with Australian consumers in mind. It is described as having a synergistic relationship with the market – consumers agree with its design principles, and the brand often releases designs as a direct result of market feedback.
The range, created in Denmark since 1973, combines optical expertise, with a strong design focus, according to Design Eyewear Group CEO Mr Lars Flyvholm.
“Our collection is as diverse as our customers, across generations and fashion preferences. Here you will find a representation of the classics, the icons, the safe choices, the progressive details, the bold options, the essentials, along with the fun and playful details,” he says.
“We believe that high-quality eyewear should always be easily accessible, comfortable, and adjustable. Without ever compromising on either finish, materials, or durability. ProDesign gives customers the opportunity to truly express themselves, simply through their choice of eyewear.”
Eyes Right Optical has been a longstanding partner of ProDesign, serving as a gateway to the Australian market for over 21 years – one of the most important markets in the world, according to Flyvholm.
“Eyes Right Optical represents the values of our brand in the market, and they provide us with valuable feedback to products and marketing which we use globally.”
With feedback from Australian consumers, the brand has launched special products and colour variations made specifically for the market. Flyvholm also describes the Australian market as an ideal fit, as consumer preferences reflect the “unpretentious” design principles of ProDesign.
“When we look at trends across the world, we notice that the Australians seem to like very much the typical clean lines associated with Danish design, but with a twist and touch when it comes to the use of colours,” he says.
“By their very friendly and professional customer service and sales approach, Eyes Right Optical has been nominated best eyewear distributor in Australia several times, and it proves that they are the best, and we are proud to have them as our representative.
“Eyes Right Optical is our guarantee that we will be able to continue growing our presence and have even more happy ProDesign wearers in the country.”
Flyvholm says the company believes the world needs reliable high-quality eyewear that is designed from scratch. And with every element of a ProDesign frame serving a purpose, its products offer both durability and style.
“When our designer makes a new flexible temple design – like the latest release ProFlex – the look at the side of the temple may appear just as decoration, but it has a purpose, as it allows the temple itself to be flexible, leaving out the need for a flex-hinge,” he says.
“We believe that consumers will value this general approach even more so in the future, and we will stay true to our heritage, while continuing to develop new technical features, colour combinations and use of different material.”
Meanwhile, Ms Cathrine Haugerud, head of global creative direction at Design Eyewear Group, says the design process is lengthy, considered, with many opportunities for technical innovation and design feedback from key partners within the supply chain.
“We take inspiration from many day-to-day situations, but the most important inspiration is the consumer – the wearer,” she says, “We say ‘face first’, so it is more important that the frame fits very well, making the wearer feel great and look good, than the fact that we are inspired by something very specific.”
She adds: “As Danish designers, we love to innovate, but not for the sake of innovation, or being different – but simply to make the product better, which almost automatically makes it timeless.”
In 2024, ProDesign launched its ProFlex design –which incorporates a flexible temple design.
“This is a product where we bring true innovation in terms of the use and design of the temple into classic eyewear shapes and colour delivering an innovative but still very timeless look and feel,” Haugerud says.
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