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“A cool brand isn’t afraid to break the rules” says Oliver Beaumont, Product Development Director for Dunelm Optical.

Saturday 10th November 2018

Oliver explains; “In today’s marketplace, ‘hip’ optical brands afford social status and serve as a tool for building a favourable identity. Our consumers value and purchase our brands because they are cool, and the Retro collection leads the market as a dynamic, on-trend collection of optical eyewear and prescription sunglasses.”

New for Autumn and available all-in glazed; Retro 387 is available in Cocoa (C1), Navy (C2) and Classic Noir (C3). It’s a first-class example of a contemporary frame with clean lines and a ribbed texture across the brow which exudes an understated yet cool vibe. A full rimmed, metal frame with acetate tips and square in shape, Retro 387 is a modern interpretation of the classic 50’s horn-rimmed silhouette.

Oliver Beaumont goes on to say “Customers like a back story relating to their purchase and Retro 387 is a variant of horn-rimmed glasses which became one of the defining styles of the 1940’s and 1950’s and are reported to be the best-selling style in history. Dunelm’s modern interpretation with the distinctive look of Retro 387 is a runway-ready take on the classic horn-rimmed silhouette, which complements any ensemble and embodies cool”.

Finally, Oliver comments that “Cool, is to be different, yet still enables achievement of the purpose of the product. The Retro collection delivers in both outstanding technical quality coupled with cool design, which is both popular and meaningful to our customers and is an important way of differentiating our products amongst our brands”.


Retro 387 C3 Classic Noir