Boots Opticians recently unveiled its new Wigmore Street store in London, which it described as a “luxury destination” for premium designer frames and specialist eyecare.
Following a seven week refurbishment, the company said the store brought together “cutting-edge clinical technology, specialist expertise” as well as “an elevated customer experience”.
The revamped shop displays more than 40 designer brands, including Lindberg, Porsche Design and Gucci, alongside Cartier and Chopard frames which are exclusively available to customers in the Wigmore Street store.
The opticians said that the store reflected its “ongoing investment in innovation” as well as its “role at the forefront of eyecare in the UK”.
Following its reopening, Boots Opticians director of property Gordon Dingwall said the refreshed shop represented “a marked evolution for Boots Opticians” and set “a new benchmark for premium eye care”.
Retail Gazette speaks to Dingwall to find out more about the store, as well as the company’s wider brick-and-mortar plans.
Wigmore Street is famous for being a luxury retail destination.
According to Optometry Today, the revamped store, which was formerly a Dollond & Aitchison before its merger with Boots Opticians in 2009, previously held a royal warrant and supplied eyewear to Queen Elizabeth II and The Duke of Edinburgh.
The refreshed Boots Opticians store has been “designed to feel completely different” from the rest of the opticians’ estate, according to We.are.sdi, the design-led manufacturer behind the flagship’s revamp.
Posting on its Instagram page, Boots Opticians head of property Jodie Stevens explains that the building had been in place for “over 100 years” and that the business had been in occupation to it “for about 45 years”.
Explaining what the site was like before its refurbishment, she says: “In about 2012 we actually refitted the location into a real sterile clinical feel so it didn’t feel like Wigmore Street, it didn’t feel like our customer database.
“So we wanted to transform it back to its heritage and back to what it’s meant to be.”
Speaking to Retail Gazette, Dingwall explains that the brand invested in a premium store since it was “seeing growing demand from customers for more choice, personalised experiences and clinical services in eye care, particularly at the premium end of the market”.
Due to its location and heritage, he notes that Wigmore Street gave it a “unique opportunity” to “bring together world class eyewear brands, advanced clinical services and an expert team in a single destination”.
“It allows us to showcase the very best of what Boots Opticians offers, in a setting that reflects the precision, quality and expertise behind our care,” he says.
Designed using “gold motifs, heritage-inspired patterns and tonal gradients” from the Boots brand identity, it’s safe to say the revamped Wigmore Street store stands out from its other sites.
Dingwall explains that the refreshed store has been “reimagined as a true premium destination” and was “designed to feel more immersive, considered and personal from the moment customers step inside”.
“We’ve invested in the look and feel of the space, introducing heritage-inspired design details, personal shopping spaces, bespoke fittings and premium finishes that reflect both the history of the site and quality of care and services we deliver today,” he adds.
Although Wigmore Street is a “unique location,” the exec notes that the learnings from the store would help inform how the brand continued to invest across its wider store estate, ensuring that its “customers nationwide benefit from enhanced store environments and innovation”.
“Cutting-edge clinical technology”
Despite having a completely new look, it’s not only the design of the Wigmore Street store that has received a refresh.
The revamped site now brings together “cutting-edge clinical technology, specialist expertise and an elevated customer experience” according to the retailer.
Elaborating on this, Dingwall says: “The store has been designed with enhanced clinical and consultation spaces that allow our teams to deliver highly personalised care to our customers.
“A key example is Optomap, which we’re proud to offer as part of our Boots Opticians Ultimate Eye Test at Wigmore Street.”
He explains that the Optomap “captures a wide-field image” of customers’ retina in a single scan, which gives its clinicians “a detailed and unique view of eye health”.
Alongside this, the Wigmore Street site features “contact lens trial areas” and “measuring equipment” that support “more precise assessments and tailored recommendations” for shoppers.
“Together these investments ensure customers benefit from both the reassurance of advanced technology and the expertise of our clinical teams, all with a premium, purpose-designed environment,” the exec explains.
Boots Opticians Wigmore Street isn’t its only shop to have received a refresh of late.
In February, the business moved its Huddersfield, West Yorkshire site from King Street to Victoria Lane. The move was designed to give its customers a “better, more comfortable experience” from the moment they walked through the door, according to the retailer.
In January, the company also revealed the latest enhancements to its Derbion store as part of an ongoing transformation at the site. Changes to the store included improved services, such as optomap as part of its Ultimate Eye Test.
Speaking about the group’s broader brick-and-mortar ambitions, Dingwall explains: “The core focus for Boots Opticians is to continue to invest across our wider estate to ensure our stores remain modern, accessible and fit for the needs of today’s customers.
“We operate a mix of standalone practices and locations within larger Boots stores, which allows us to reach a broad range of communities and offer flexibility in how people access eye care.
“Over the last two years we have redeveloped a significant number of our Boots Opticians stores – refreshing layouts, consultation rooms and dispensing areas to improve both the customer and colleague experience.”
For now though, the Wigmore Street store seems to be a standout site for Boots Opticians – and one that those looking for a premium eyecare experience certainly won’t want to miss.
