The Optical Company has launched Level 28, an innovative optical retail brand, which will offer a gallery-like retail store, dedicated eye examinations using state of the art equipment and an online presence. The physical and online stores will showcase high quality, fashion forward eyewear exclusively designed for Level 28 by international designers.
According to Colin Kangisser, CEO and shareholder of The Optical Company, the collections will be cost effective and targeted at the growing millennial customer base; yet expansive enough in style to appeal to a wide range of demographics.
Mr. Kangisser said the decision to establish a new brand was part of a broader strategy to create a stronger national presence for The Optical Company.
“The Optical Company has and will continue to develop as a leading optical provider in Australia, with its unique vertically integrated retail brand strategy including comprehensive optometry services,” said Mr. Kangisser. “In order to complement our large existing brand portfolio and to reach out to a diversified customer base including the growing millennial market, we recognise Level 28 as another part of our business.
He continued. “Level 28 has been developed from our studies of optical trends both internationally and locally and we are confident that with our experience in the optical industry, in both private and listed businesses, we will make Level 28 a great success in Australia as with our other brands.
“It is the one and only concept store which we believe appeals to a wide demographic by offering a wide range of eyewear.”
An entirely new look has been created for Level 28 stores that will appeal to the savvy millennial market, with fixtures, fittings and lighting purpose-designed to showcase sunglasses and spectacles within a contemporary environment. Crisp brand collateral, including signage, spectacle cases and lens cloths, and packaging will all be designed to reflect the brand.
The rollout is expected to begin in the last quarter of 2017.