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Omg! Dunelm Unveils New Eyewear Brand For Teens

Wednesday 3rd February 2016

Dunelm Optical, the full service supplier of fashion frames, prescription glazing and eyewear accessories to the independent sector, has added a teen-specific offering to its market-leading collection of brands.

OMG! is a savvy range of optical frames ideally suited to teenagers through to early 20-somethings. The young, progressive brand has been developed in direct response to opticians’ requests to fill the gap between children and adult frames.

Peter Beaumont, managing director, explains: “Independent opticians kept telling us the same thing: that there is a real lack of frames out there catering specifically for teenagers. We’ve come up with a brand that taps into the youthful mind-set and designed 23 new frames as part of the launch collection, which we’ll debut at 100% Optical.

“We’ve got a best-selling range for children in WhizKids, and Retro has established itself as a fashion-forward brand for teens right through to stylish 40s - but we needed something to bridge the gap between them, and that is OMG!.”

The colourful range of individual acetates and metals comes in a wide choice of fashionable shapes and styles for both genders, taking inspiration from Instagram accounts and fashion catwalks. Smaller eye sizes make the frames ideal for young faces.

OMG! frames are priced up to £12.95 and will be available to order from mid February.