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Glasses Direct , is a UK Internet Business that supplies discount-priced spectacles. It was founded by James Murray Wells in 2004 when it created its sector. It has recently received investment from two major venture capital firms. It is also notable for the legal/regulatory attempts to close it down by several major bricks and mortar competitors.

Overview

Glasses direct is a company that sells spectacles and can make them to offer, often for lower prices than would be expected elsewhere.

Business

In 2004, its first year of business, Glasses Direct sold 22,000 pairs of glasses, and had an annual turnover of £1m.

In 2007 Glasses Direct had over 30 members of staff and claimed to receive an order every ten minutes, with over 100,000 customers served.

In July 2007 Glasses Direct received $6M of new venture capital from Index Ventures and Highland Capital Partners. The company stated that much of the money would be spent on marketing, with the aim of transforming the spectacles market to one where people were more likely to own multiple pairs, matching particular occasions or looks, due to lower prices, comparing this to the model used successfully by the wristwatch company Swatch. Saul Klein, a partner at Index Ventures, also suggested that expansion of Glasses Direct to markets other than the UK was likely.

In 2008, the company underwent significant internal changes, which resulted in a considerable number of the workforce being retrenched. This included the departure of the marketing director, the COO and other senior members of staff.

Marketing

Current methods of marketing for the company include use of Google's AdWords service on its UK portal and pay-per-click internet affiliate marketing. Glasses Direct has also been successful in achieving newspaper and television coverage through a public relations campaign, see for the company's own summary of coverage and links to articles.

Controversy

In 2005, Wells claimed that several high street retailers were trying to force him out of business after they made allegations that selling glasses over the internet was unsafe.

In 2006, Glasses Direct's founder James Murray Wells sought election to the General Optical Council, claiming that a representative from the internet was needed.

References

1. ^ "James Murray Wells (Glasses Direct) | Growing Business". Growing Business<! . http://www.growingbusiness.co.uk/YfQdNns.html . Retrieved 2009-08-18 .  
2. ^ Daisy Goodwin. "The Times: Online optician is making high-street chains see red". Timesonline.co.uk . http://www.timesonline.co.uk/article/0,,2095-1441455_1,00.html . Retrieved 2009-08-18 .  
3. ^ "YoungBiz — Linking the classroom to the real world!". Youngbizuk.co.uk . http://www.youngbizuk.co.uk/Students/CaseStudies/TeenTreps/JamesMurray-Wells.html . Retrieved 2009-08-18 .  
4. ^ "Cheap prescription discount glasses online". Glassesdirect.co.uk . http://www.glassesdirect.co.uk/release_000/our_story.htm . Retrieved 2009-08-18 .  
5. ^
6. ^ http://www.google.co.uk/search?q=spectacles Google search] for "spectacles"
7. ^ "Join Glasses Direct Leading Glasses Affiliate Programme". Glassesdirect.co.uk . http://www.glassesdirect.co.uk/release_000/affiliates.php . Retrieved 2009-08-18 .  
8. ^ "Online opticians — supplying discount prescription glasses". Glassesdirect.co.uk . http://www.glassesdirect.co.uk/release_000/press.htm . Retrieved 2009-08-18 .  
9. ^ "The man who found specs appeal on the web | Business | The Observer". Observer.guardian.co.uk. 2005-03-27 . http://observer.guardian.co.uk/business/story/0,6903,1446134,00.html . Retrieved 2009-08-18 .  
10. ^ "Dotcom visionary accuses High Street rival of dirty tricks | Mail Online". Dailymail.co.uk. 2006-09-24 . http://www.dailymail.co.uk/pages/live/articles/news/news.html?in_article_id=406688&in_page_id=1770 . Retrieved 2009-08-18 .  
11. ^ "Glasses Direct chief touches optical nerve as high street closes ranks - Business News, Business - The Independent". News.independent.co.uk. 2006-11-19 . http://news.independent.co.uk/business/news/article1996225.ece . Retrieved 2009-08-18 .  

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