100% Optical

Family at the heart with Ashton Riley

OT  viewed the latest collection from the colourful brand, named after managing director, Brett Waugh’s son, at 100% Optical

The Ashton Riley brand is named after managing director, Brett Waugh’s son.

Lee Williams, sales manager for Ashton Riley, gave OT an insight into the eyewear brand at 100% Optical in February.

The brand’s logo, a gorilla, was also chosen based on a favourite toy of Waugh’s son.

Williams explained that the brand was created four years ago as part of Eyewear Direct, but following the pandemic, and with new finance in place, the decision was made to strike out under the Ashton Riley brand.

“The aim is to work with independent practices and offer first and foremost a range that is good quality and at an excellent price point,” Williams said.

The main collection of Ashton Riley fits into the middle of the market, he said, adding: “a sweet spot for a lot of practitioners with a demographic that want something at a reasonable price.”

The collection features chunky designs, modernised takes on retro styles, and pops of colour.

Williams described the collection as offering colourful, unique styles, along with more traditional looks that suit the more conservative approach of the British market. December 2023 marked the fifth anniversary of Ashton Riley Eyewear.