Silhouette, the Austrian designer and manufacturer of rimless eyewear, has announced the launch of its first range of ophthalmic lenses.
The lenses will be previewed at Optrafair (1–3 April, Birmingham NEC), alongside the launch of the Silhouette Vision Sensation programme. The initiative focuses on creating individually tailored premium progressive lenses perfectly matched to Silhouette frames, rather than the production of stock lenses.
By manufacturing both frames and lenses under the same roof, Silhouette is aiming to eliminate the issues its retail partners have often experienced in the past when dealing with two separate suppliers. Ordering will take less time, according to the company, and it will mean just one point of contact for both lenses and frames.
Silhouette is guaranteeing delivery within 96 hours anywhere in Europe and the UK.
The company’s move into the lenses market will transform it into a single-source supplier of eyewear, helping to streamline and simplify its ordering process, it said.
The expansion into lenses is the next step forward, according to the company. The Silhouette Vision Sensation lenses will be designed and manufactured in the company’s newly built lens laboratory in Linz, Austria.
Silhouette highlights that the launch will help tackle common misunderstandings that often happen between suppliers of lenses and suppliers of frames. It will be producing bespoke, tailor-made lenses that are designed specifically for use within its frames and delivering them as one simple package, straight to its partners.
Silhouette chief executive, Jan Rosenberg, said: “Silhouette is well-known for its bold business decisions and its commitment to continuous innovation. A perfect marriage of frame and lens is vital to this and we have now taken this step.”
“We are building on our existing position and establishing ourselves even more decisively as an expert in all matters related to an individual unlimited visual experience,” he emphasised.
Mr Rosenburg explained: “It's always been standard in our industry that the lens supplier doesn't know the design parameters of the frame and the frame supplier doesn't know the parameters of the lens supplier. We are now taking an innovative step by bringing two previously separate areas together.
“The most important advantage is that we know the parameters and requirements of both sides and can therefore create spectacles that are perfectly tailor-made for the wearer.”
The starting range of lenses will initially include transparent ophthalmic lenses and lightly tinted versions in five colours, each available in three variants. These will be available in 10% or 20% tint, or with a colour progression.
The new service will be supported by the Silhouette Vision Sensation app. It will enable opticians to choose from over 400 different lens shapes and customers will be able to see how the lenses will look in their personal prescription before they buy.