LONDON, April 29, 2016 /PRNewswire/ --

Hand-crafted Italian frames and Carl Zeiss lenses for ANY prescription, and all extras for an unrivalled £150  

British eyewear brand, KITE, is launching a new flat price of £150 for its entire range of eyewear, including all glasses and sunglasses, regardless of prescription.

     (Photo: http://photos.prnewswire.com/prnh/20160429/361589 )
     (Photo: http://photos.prnewswire.com/prnh/20160429/361590-INFO )

This new pricing model, launched today by KITE founders, entrepreneur-optometrist, Asad Hamir, and brothers Adarsh and Amar Radia, the entrepreneurial team behind Dishoom, aims to offer total transparency into the cost of their complete eyewear package, in an industry where prescription eyewear can cost up to £1,000.

A 2014 Which? survey showed that 9% of people visiting opticians felt pressured into buying extras, and one quarter of people felt that extras made the cost more than anticipated. KITE wants to remove this complexity to achieve a clearer pricing structure for quality frames and lenses packages.

KITE co-founder, Adarsh Radia, says: "The current common pricing structure in the British eyewear market is unfair and confusing. Cost is one of the highest drivers behind eyewear purchase, yet on the UK high street today high prescription customers can spend up to £1,000 when all extras are accounted for, often making the final cost prohibitive"

Radia adds, "Higher spec lens technology is priced at a huge premium, and consumers are paying more than they should for extras such as thinner and lighter lenses as well as various coatings, which we believe should come as a standard."

A 2015 OFCOM study revealed that people spend on average two hours on smartphones a day and new research by The Vision Council estimates that around 2/3 of Americans now suffer from digital eyestrain.

KITE co-founder and optometrist, Asad Hamir, says: "The near constant use of screens is leading to widespread digital eyestrain and affecting overall eye health. We've partnered with the world's leading lens technologists, Carl Zeiss to give our customers the highest quality affordable eyewear for the digital world. Our lenses are designed to help the eye muscles to focus on a smartphone screen, with a blue coating that reflects light from our screens for more comfortable viewing."

Under the new scheme, KITE customers receive an eye test and eye health check and complete package of hand-made eyewear with Carl Zeiss prescription lenses, case and cleaning cloth.

http://www.kitegb.com

SOURCE KITE