VIU opens in London’s Soho

OT  visited the new practice to find out more about its eyewear offering and clinical services

store interior
Swiss eyewear brand VIU has opened its first UK practice in Soho, London offering patients its own-brand frames and sight tests.

Each VIU practice has an interior with bespoke design features, with the Soho-based practice showcasing black anthracite stone and dusky pink walls that are inspired by the fast-moving way of life in London.

Chief marketing officer at VIU, Mario Muttenthaler, told OT: “The business launched in 2013 and has grown exponentially in the German speaking markets. It started in Switzerland, moved into Austria and Germany then to the Nordics. The next obvious step was the UK.”

VIU opens in Soho

The brand, which has 52 stores in Europe, stocks Swiss designed eyewear that is handmade in Italy and Japan.

Store manager at VIU Soho, Adrian Gordon, explained: “We’re able to provide great quality product at a fair price because we’re able to cut out the middle man. All of our frames are designed in-house. Our stores have a gallery feel and all of our products we call characters because the frames represent an emotion.”

On visiting the practice, patients will have a consultation with an optical assistant before being handed over to the optometrist for a sight test.

“Our optometrists are also involved in the sales process, helping patients select the glasses that best suit the patient’s face and their prescription,” Mr Gordon added.

Image credit: Laurence Derbyshire