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Booth & Bruce launches new eyewear buying plan for optical businesses

Practices will be able to swap frames as frequently as they like

Booth &  Bruce frame
Booth & Bruce has launched a premium partner plan, which will see the British eyewear company work more closely and collaboratively with independent practices.

Speaking to OT at Mido (23–25 February), optometrist and company director of Booth & Bruce, Peter Sunderland, explained: “Opticians hold a certain level of stock, but if something doesn’t sell then they can change it for something else.”

The scheme enables practices to change eyewear as often as they like in order to ensure that they consistently have a good range of Booth & Bruce frames in stock.

Mr Sunderland told OT: “They will commit to a 25-piece buy-in and maintain that level in-store. When they sell three frames, they will order three more frames in. Additionally, when it comes to the buy-in at the next trade show, they will already have a stock of 25 frames. This means they can come to my stand and choose 25 new frames with no extra buy-in because they’re paying for their stock as they go. It’s a more sensible way of ordering for opticians.”

Booth & Bruce’s scheme also provides other benefits, such as a credit for the amount of shipping paid and social media support from the eyewear company.

“What we want to do as a brand is work with our clients, rather than demanding minimum buys. We have to be a friendly supplier. Booth & Bruce is owned, designed and run by optometrists. If I can’t be the supplier that I want to be, then I’m failing,” Mr Sunderland said.

Speaking about challenges in the eyewear market, Mr Sunderland said there is “huge competition” and opticians are “bamboozled with choice” when they visit a trade show.

“As a practice owner and as a buyer, you don’t know where to put your money. I think you have to choose a select number of brands and you buy into those brands. That’s why Booth & Bruce is different because if a customer has committed and bought into us, we work with that customer. If they join our premium partner plan, they don’t need to worry about holding the wrong stock,” he concluded.