Full pages featuring "A massive range for less than £40" - at the "UK's most trusted Optician"
[Source: Readers Digest Most Trusted Brands Survey 2007].
I think this is all very flattering for Glasses Direct, the tiny eCommerce upstart founded by Jamie Murray Wells and backed by Index and TAG amongst others.
A concerted campaign by the UK's leading opticians may slow Glasses Direct down a little but a price war is probably the last thing the high street operators need right now.
The fact is that as more and more consumers start to understand that there is relatively little mystery in buying subscription glasses on the web then Glasses Direct with their - "from the factory to the consumer" approach - is likely to keep taking market share.
Jamie has built his business on a lot more than price. The range is expanding rapidly to embrace fashion products and the service and quality that he is offering is superb.
Glasses is demonstrating a most interesting disruptive approach to a market which has paid little attention to price until recently.