A surprising move in the eyewear industry, The Optical Gallery recently announced its merger with Ashton Riley Optical and the subsequent rebranding of it’s flagship store Ashton Riley Eyecare. The strategic merger appears to be a well-calculated step, with The Optical Gallery having positioning itself as a player in both retail and eyecare excellence after being nominated for ‘Best Fashion Practice of 2023’ at the Optician Awards.
The British brand Ashton Riley Eyewear stocked in over 600 independent opticians across the UK and known for its family-oriented, independent approach with affordable yet quality designs, wanted to move things to the next level with its flagship store in Cheam Village. The Optical Gallery said they saw this as not just a business opportunity but as a chance to make a positive impact, keeping the exceptional staff on board and working with designer/owner Brett Waugh as a partner.
Navigating the realms of designing eyewear versus providing eyecare and managing an optician entails traversing two distinct lanes. This is precisely why the merger has been a brilliant union, seamlessly conquering both sectors of retail, distribution, and eyecare excellence. By combining Brett Waugh design knowledge and experience with opticians’ advice from diverse experiences, the merger aims to positively shape the future of the brand.
The introduction of Relyks Optical, a second brand under the Ashton Riley distribution, adds another layer to the transformation. True to its ethos of affordability, Relyks Optical positions itself as a luxury brand with intricate details, embodying timeless elegance.
The flagship store in Cheam Village was initially conceived as a testing ground for new designs, offering a unique opportunity for direct interaction with the public. This hands-on approach, uncommon in the eyewear industry is assured that direct public feedback will still be a major part of the Ashton Riley designs going forward. Cheam Village will undergo a remarkable transformation, evolving into the third ‘Gallery’ under The Optical Gallery umbrella, introducing an array of independent brands from Sabine Be Eyewear to Kirk & Kirk and becoming the third hub of eyewear excellence under The Optical Gallery.
