11 March 2026
The refurbishment journeys of three optometry practices were showcased during a panel discussion at 100% Optical (1 March, Excel London).
Retail Experience Design founder and creative director, Dean Waugh, talked with directors from Park Vision, Edwards & Walker Opticians and David Burghardt Vision Care about their experiences of a practice redesign. Kirk and Kirk chief executive, Jason Kirk, outlined the design qualities he appreciates when walking into an optometry practice.
After the presentation, Waugh shared with OT that the design not only influences how a practice looks – but how it performs as a business.
“The aim of the session at 100% Optical was to move beyond hearing about the impact of good retail design from a designer alone, so we invited some leading industry voices to join us on stage,” he said.
“By bringing independent practices into the conversation, they were able to share their first-hand experiences and the compelling data behind them, demonstrating the impact design can have on retail sales, clinical appointments and attracting new patients,” Waugh said.
Below OT shares insights on each of the practice refurbishment journeys.
1 David Burghardt Vision Care: transforming a 400-year-old stone cottage
David Burghardt Vision Care director, Richard Spencer, told delegates that he worked with Retail Experience Design on a redesign and extension to his Lincoln practice.
He highlighted that the exterior of the stone cottage – which is more than 400 years old – remained unchanged, while the interior was updated to become modern but welcoming.
“We wanted people walking through the front door to feel like they were walking into a living room, but with beautiful frames on display,” he said.
Working in a listed building has some challenges, Spencer shared.
“There are low ceilings, steps as soon as you walk in through the door and oak beams scattered around – it’s a bit of an assault course,” he said.
“The main thing for us is that we wanted to improve the flow through the practice,” Spencer observed.
Rather than having an array of frames, there is a considered approach to what is displayed within the practice.
“When we dispense now, it's all hand-selected frames. There's only four or five frames from each collection on display,” Spencer shared.
“It makes it a much more relaxed atmosphere. The patients enjoy the one-to-one experience without being overwhelmed by product,” he said.
2 Park Vision: a unique and functional boutique practice
Park Vision optometrist director, Michelle Beach, discussed the refurbishment of her boutique optometry practice in Nottingham.
She shared that a key focus was designing the practice so that it could remain clutter-free.
“I didn't just want a beautiful space that looks great and then when we start using it, there's clutter everywhere,” Beach said.
She shared that while six years have passed since the redesign was completed, the practice still looks like it did when the work was finished.
“Park Vision is not the biggest space but there are hidden drawers and cupboards behind mirrors. There is a space for everything,” she said.
“We have kept the place tidy. New patients still walk through the door and say ‘Wow, it is beautiful in here’,” Beach highlighted.
In the two years following the redesign, the practice experienced a 58% increase in total profit.
3 Edwards & Walker Opticians: approachable opulence
Edwards & Walker Opticians owner, Dr Pretty Basra, shared that she wanted to bring her Doncaster independent practice into the modern era.
She highlighted that the patient journey was disjointed in the previous layout of the practice.
“I knew that I wanted there to be more flow. Working with Dean, he has worked with optical practices before, so I didn't have to explain every single part of the patient journey,” Basra said.
Basra emphasised the importance of getting the design of her practice right.
“It's a huge investment, and once you've invested, you want to see the return on that investment. You want it to represent your brand, your values, your vision and your business,” she said.
Edwards & Walker Opticians welcomed more than 300 new patients following the redesign.
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