Dispensing-only retailer Optical Revolution, founded by the former deputy chairman of electrical retailer Tempo, plans to open a second site in the new year.
Last year Michael Kraftman opened a store in Colchester to ‘test the market’ and announced plans to establish a chain of 200 similar outlets. He told OPTICIAN this week that the plans remained after the pilot site proved to be a success.
‘We still have ambitious plans but we want to refine the formula and make sure it is right before we roll it out further,’ he said. ‘There are lots of chains so we have to differentiate. We are very happy with the first year’s sales. However, we are changing a few things.’
Open six days a week, the Colchester outlet employs five dispensing opticians selling a widely price range of spectacles.
Mr Kraftman last year admitted this was not a ‘prime site’ but had invested quite heavily in advertising. ‘Word-of-mouth is now contributing and we are seeing repeat business,’ he said.
‘The market is really ready, there is a gap for our business, and we are picking up on the trend that people want more than one pair of spectacles.’
