Dunelm Optical launching new eyewear brand for teenagers

Company to debut 23 new OMG! optical frames at 100% Optical

02 Feb 2016 by Robina Moss

Dunelm Optical has added a teen-specific offering to its collection of brands which will make its debut at 100% Optical this weekend (6–8 February, ExCeL London).

The 23 new ‘OMG!’ ophthalmic frames are aimed at teenagers through to early 20-somethings. The young, progressive brand has been developed by the company in direct response to opticians’ requests to fill the gap between children and adult frames.

Dunelm Optical managing director, Peter Beaumont, explained: “Independent opticians kept telling us the same thing – that there is a real lack of frames out there catering specifically for teenagers. We’ve come up with a brand that taps into the youthful mindset and designed 23 new frames as part of the launch collection, which we’ll debut at 100% Optical.”

Mr Beaumont added: “We’ve got a best-selling range for children in ‘WhizKids,’ and ‘Retro’ has established itself as a fashion-forward brand for teens right through to stylish 40s, but we needed something to bridge the gap between them, and that is OMG!”

The colourful range of individual acetate and metal frames are offered in a wide choice of fashionable shapes and styles for both genders, taking inspiration from Instagram and fashion catwalks. The frames feature smaller eye sizes to suit young faces.

The ‘OMG!’ frames are priced up to £12.95 and will be available to order online on the company’s website this month.


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