Welcome!

Search Authors: Liz McMillan, Elizabeth White, Jnan Dash, Shelly Palmer, Carmen Gonzalez

News Feed Item

Visiondirect.co.uk - pioneer of online contact lens sales sees continued growth after 15 years

An overview of the monopoly breaker's foundation, development and continuing success

LONDON, Jan. 17, 2014 /PRNewswire-iReach/ -- Contact lenses were extortionately expensive and unattainable in the UK unless purchased through opticians. Consumers needed and wanted to have cheaper and alternative sources for their replacement lenses. The monopoly of British opticians came to a grinding halt in 1998. An independent operator suddenly emerged and single-handedly managed to impact the UK market.

(Photo: http://photos.prnewswire.com/prnh/20140117/MN48405)

Steffan Rygaard's pioneering company – Vision Direct – exposed the conspiracy of high-street retailers who guarded a monopoly on the price of contact lenses to further their profit margins.

Despite being a half-Dane, half-Briton raised in Zambia, Steffan Rygaard was an ordinary 26-year-old who finished his studies at Exeter University and had worked a few years as a broker in London's Square Mile. Having noticed his colleagues complaining about their jobs he decided to leave the security of his city job for a more uncertain future as an entrepreneur. He didn't realise that he was embarking on a journey that would shake the British optical industry.

Having considered the options at hand, Steffan Rygaard decided that starting a contact lens mail order company was the way forward. He was inspired by the idea of running his own business, helping people, working with databases, and being able to work from home. VisionDirect was born in a single room just big enough for a desk, a bed, a printer and a few boxes of lenses. No fancy offices, no big investors, no fuss or glory – just a single entrepreneur working hard to deliver contacts at lower prices. The market for lenses had already been transformed in countries like Australia, the United States, the Netherlands, Sweden and Denmark – so why not the UK as well?

Having taken every precaution possible to ensure that customer health was safeguarded, VisionDirect issued a press release announcing their presence and stating that highly priced contact lenses were now a thing of the past. Unfortunately, the British opticians' lobby group, the G.O.C, was of a different opinion. The idea that a small Battersea-based company that sold contact lenses at outlet prices could revolutionise the market seemed highly unlikely. Even though customers had to present a current prescription of their contact lenses, as well as the packaging of the lenses they were using, and had to have been wearing lenses for more than six months when ordering to get delivery, this was still not enough for the G.O.C.  Within ten months, Vision Direct was forced to shut down operations after a lengthy court ruling. The decision was made to simply continue the business from a place where the G.O.C did not have any jurisdiction.

One of Steffan's prospective customers was a journalist called Oliver James, who wrote the following as part of a column entitled 'One in the eye for competition' in the Independent in May 1998.

"... I was told of a company called Vision Direct from whom I could buy the lenses by post at half the price, a proof that the privatised companies were making a disgraceful mark-up. Until last week I have been an enthusiastic user of this wonderful service. But then, last Thursday, came the news that Vision Direct has been successfully prosecuted by the General Optical Council (GOC).

I called Vision Direct and, to my surprise, the phone was picked up by the company's founder and chairman, Stephan Rygaard. He was audibly depressed and had spent the day receiving hundreds of letters, faxes, phone calls and e-mails expressing fury. Rygaard had lost the case because the GOC, the opticians' trade body, had managed to pull the wool over a short-sighted magistrate's eyes, convincing him that the act of selling a contact lens has to be clinically supervised. On the technicality that because Vision Direct leave it to the honesty of their public to declare whether they have had a test in the past year, the company was held to be failing to act responsibly. What gives the lie to this argument is the simple fact that in Denmark, Germany and several other nations, direct mail lenses have been acceptable for some time."

The logical step for Steffan was to move his business to a place where the GOC had no jurisdiction. The Netherlands emerged as the best logistical candidate. By taking advantage of European legislation and the continued deregulation over the past decade in optics within two months of being forced out of operations, the company arose from the ashes with a new warehouse and a new phone number. Fortunately for the general public, there were now even more organizations that picked up on the idea of selling contact lenses via mail order. Hence all the GOC had really managed to do was to spite its own members by ramping up publicity for irreversible change.

15 years later, VisionDirect is still in business and still shipping from Amsterdam. The company maintains its mission to give their customers the best bargains it can. Today VisionDirect.co.uk is the largest online retailer for replacement contact lenses, proof that persistence does pay dividends.

By keeping overhead costs minimal, VisionDirect has been able to offer prices up to 80% lower than on the high street, so it is little surprise that the company is still flourishing. Additionally, a fully qualified in-house Contact Lens Optician and a UK-qualified registered Optometrist ensure that customers are in highly capable hands. At the end of 2013 the company had a consolidated turnover of €20million, was represented in most European countries, with over 40 employees and a database of plus 500,000 wearers. Again, testament that VisionDirect.co.uk was worth the effort and that our customer base is loyal to our beliefs.

Follow Visiondirect on Facebook, Twitter, Google+ and our blog.

Written by Jens Håkanson on behalf of Steffan Rygaard

Media Contact:  Jens Hakanson, Visiondirect.co.uk, 084-474-5454, [email protected]

News distributed by PR Newswire iReach: https://ireach.prnewswire.com

SOURCE Visiondirect.co.uk

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Windstream, a leading provider of advanced network and cloud communications, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Windstream (Nasdaq: WIN), a FORTUNE 500 and S&P 500 company, is a leading provider of advanced network communications, including cloud computing and managed services, to businesses nationwide. The company also offers broadband, phone and digital TV services to consumers primarily in rural areas.
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover how hardware commoditization, the ubiquitous nature of connectivity, and the emergence of Big Data a...

ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ --  IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's platform-as-a-service. The new platform enables developers to build ap...

SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada. Our partner network encompasses some 300 of the world's leading systems integrators and security s...
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential.
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com), moderated by Ashar Baig, Research Director, Cloud, at Gigaom Research, Nate Gordon, Director of T...
"BSQUARE is in the business of selling software solutions for smart connected devices. It's obvious that IoT has moved from being a technology to being a fundamental part of business, and in the last 18 months people have said let's figure out how to do it and let's put some focus on it, " explained Dave Wagstaff, VP & Chief Architect, at BSQUARE Corporation, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Nigeria has the largest economy in Africa, at more than US$500 billion, and ranks 23rd in the world. A recent re-evaluation of Nigeria's true economic size doubled the previous estimate, and brought it well ahead of South Africa, which is a member (unlike Nigeria) of the G20 club for political as well as economic reasons. Nigeria's economy can be said to be quite diverse from one point of view, but heavily dependent on oil and gas at the same time. Oil and natural gas account for about 15% of Nigera's overall economy, but traditionally represent more than 90% of the country's exports and as...
The Internet of Things is a misnomer. That implies that everything is on the Internet, and that simply should not be - especially for things that are blurring the line between medical devices that stimulate like a pacemaker and quantified self-sensors like a pedometer or pulse tracker. The mesh of things that we manage must be segmented into zones of trust for sensing data, transmitting data, receiving command and control administrative changes, and peer-to-peer mesh messaging. In his session at @ThingsExpo, Ryan Bagnulo, Solution Architect / Software Engineer at SOA Software, focused on desi...
"At our booth we are showing how to provide trust in the Internet of Things. Trust is where everything starts to become secure and trustworthy. Now with the scaling of the Internet of Things it becomes an interesting question – I've heard numbers from 200 billion devices next year up to a trillion in the next 10 to 15 years," explained Johannes Lintzen, Vice President of Sales at Utimaco, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
"For over 25 years we have been working with a lot of enterprise customers and we have seen how companies create applications. And now that we have moved to cloud computing, mobile, social and the Internet of Things, we see that the market needs a new way of creating applications," stated Jesse Shiah, CEO, President and Co-Founder of AgilePoint Inc., in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Gridstore™, the leader in hyper-converged infrastructure purpose-built to optimize Microsoft workloads, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Gridstore™ is the leader in hyper-converged infrastructure purpose-built for Microsoft workloads and designed to accelerate applications in virtualized environments. Gridstore’s hyper-converged infrastructure is the industry’s first all flash version of HyperConverged Appliances that include both compute and storag...
Today’s enterprise is being driven by disruptive competitive and human capital requirements to provide enterprise application access through not only desktops, but also mobile devices. To retrofit existing programs across all these devices using traditional programming methods is very costly and time consuming – often prohibitively so. In his session at @ThingsExpo, Jesse Shiah, CEO, President, and Co-Founder of AgilePoint Inc., discussed how you can create applications that run on all mobile devices as well as laptops and desktops using a visual drag-and-drop application – and eForms-buildi...
We certainly live in interesting technological times. And no more interesting than the current competing IoT standards for connectivity. Various standards bodies, approaches, and ecosystems are vying for mindshare and positioning for a competitive edge. It is clear that when the dust settles, we will have new protocols, evolved protocols, that will change the way we interact with devices and infrastructure. We will also have evolved web protocols, like HTTP/2, that will be changing the very core of our infrastructures. At the same time, we have old approaches made new again like micro-services...
Code Halos - aka "digital fingerprints" - are the key organizing principle to understand a) how dumb things become smart and b) how to monetize this dynamic. In his session at @ThingsExpo, Robert Brown, AVP, Center for the Future of Work at Cognizant Technology Solutions, outlined research, analysis and recommendations from his recently published book on this phenomena on the way leading edge organizations like GE and Disney are unlocking the Internet of Things opportunity and what steps your organization should be taking to position itself for the next platform of digital competition.
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
As the Internet of Things unfolds, mobile and wearable devices are blurring the line between physical and digital, integrating ever more closely with our interests, our routines, our daily lives. Contextual computing and smart, sensor-equipped spaces bring the potential to walk through a world that recognizes us and responds accordingly. We become continuous transmitters and receivers of data. In his session at @ThingsExpo, Andrew Bolwell, Director of Innovation for HP's Printing and Personal Systems Group, discussed how key attributes of mobile technology – touch input, sensors, social, and ...
In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect at GE, and Ibrahim Gokcen, who leads GE's advanced IoT analytics, focused on the Internet of Things / Industrial Internet and how to make it operational for business end-users. Learn about the challenges posed by machine and sensor data and how to marry it with enterprise data. They also discussed the tips and tricks to provide the Industrial Internet as an end-user consumable service using Big Data Analytics and Industrial Cloud.