Deepcove Optical onboards new business development manager

Shaun Bace joins the company with a focus on expanding Optiswiss, Deepcove, and Superchromic lenses in the UK market

1 min read

Roland Allen and Shaun Bace both wear suit jackets and jeans with white trainers. They stand together at a high table on the Deepcove and Optiswiss exhibition stand

Deepcove Optical

Kimberley Young

27 January 2026

Deepcove Limited has welcomed Shaun Bace, a new business development manager focusing on growth in the UK.

In his new role, Bace will focus on expanding Optiswiss, Deepcove, and Superchromic lenses in the UK market.

Bace has extensive experience from the optical industry, most recently at Norville in business development and purchasing. He has also held leadership roles at Jai Kudo lenses, overseeing market expansion and managing strategic accounts.

Roland Allen, managing director of Deepcove, welcomed the new team member, sharing: “His deep industry knowledge and proactive approach align perfectly with our mission to deliver outstanding value and to support independent opticians across the UK.”

A key part of the role will involve working closely with independent optometry practices previously supplied by Norville, to support their transition to the Deepcove product range.

The company added that it is dedicated to working with independent practices: “With Shaun’s expertise, we look forward to further strengthening these relationships and driving growth in the UK market.”