![\"Retail](\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png\")
<\/a><\/p>\n<\/p>\n
Boots Opticians recently unveiled its new Wigmore Street store in London, which it described as a \u201cluxury destination\u201d for premium designer frames and specialist eyecare.<\/span><\/p>\n Following a seven week refurbishment, the company said the store brought together \u201ccutting-edge clinical technology, specialist expertise\u201d as well as \u201can elevated customer experience\u201d.<\/span><\/p>\n 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.<\/span><\/p>\n The opticians said that the store reflected its \u201congoing investment in innovation\u201d as well as its \u201crole at the forefront of eyecare in the UK\u201d.<\/span><\/p>\n Following its reopening, Boots Opticians director of property Gordon Dingwall said the refreshed shop represented \u201ca marked evolution for Boots Opticians\u201d and set \u201ca new benchmark for premium eye care\u201d.<\/span><\/p>\n Retail Gazette speaks to Dingwall to find out more about the store, as well as the company\u2019s wider brick-and-mortar plans.<\/span><\/p>\n Wigmore Street is famous for being a luxury retail destination.<\/span><\/p>\n According to Optometry Today,<\/span> 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.<\/span><\/p>\n The refreshed Boots Opticians store has been \u201cdesigned to feel completely different\u201d from the rest of the opticians\u2019 estate, according to We.are.sdi, the design-led manufacturer behind the flagship\u2019s revamp.\u00a0\u00a0<\/span><\/p>\n Posting on its <\/span>Instagram page,<\/span> Boots Opticians head of property Jodie Stevens explains that the building had been in place for \u201cover 100 years\u201d and that the business had been in occupation to it \u201cfor about 45 years\u201d.<\/span><\/p>\n Explaining what the site was like before its refurbishment, she says: \u201cIn about 2012 we actually refitted the location into a real sterile clinical feel so it didn\u2019t feel like Wigmore Street, it didn\u2019t feel like our customer database.\u00a0<\/span><\/p>\n \u201cSo we wanted to transform it back to its heritage and back to what it\u2019s meant to be.\u201d<\/span><\/p>\n Speaking to Retail Gazette, Dingwall explains that the brand invested in a premium store since it was \u201cseeing growing demand from customers for more choice, personalised experiences and clinical services in eye care, particularly at the premium end of the market\u201d.<\/span><\/p>\n Due to its location and heritage, he notes that Wigmore Street gave it a \u201cunique opportunity\u201d to \u201cbring together world class eyewear brands, advanced clinical services and an expert team in a single destination\u201d.<\/span><\/p>\n \u201cIt 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,\u201d he says.<\/span><\/p>\n \u00a0<\/p>\n Designed using \u201cgold motifs, heritage-inspired patterns and tonal gradients\u201d from the Boots brand identity, it\u2019s safe to say the revamped Wigmore Street store stands out from its other sites.<\/span><\/p>\n Dingwall explains that the refreshed store has been \u201creimagined as a true premium destination\u201d and was \u201cdesigned to feel more immersive, considered and personal from the moment customers step inside\u201d.<\/span><\/p>\n \u201cWe\u2019ve 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,\u201d he adds.<\/span><\/p>\n Although Wigmore Street is a \u201cunique location,\u201d 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 \u201ccustomers nationwide benefit from enhanced store environments and innovation\u201d.<\/span><\/p>\n \u201cCutting-edge clinical technology\u201d<\/b><\/p>\n Despite having a completely new look, it\u2019s not only the design of the Wigmore Street store that has received a refresh.<\/span><\/p>\n The revamped site now brings together \u201ccutting-edge clinical technology, specialist expertise and an elevated customer experience\u201d according to the retailer.<\/span><\/p>\n Elaborating on this, Dingwall says: \u201cThe store has been designed with enhanced clinical and consultation spaces that allow our teams to deliver highly personalised care to our customers.\u00a0<\/span><\/p>\n \u201cA key example is Optomap, which we\u2019re proud to offer as part of our Boots Opticians Ultimate Eye Test at Wigmore Street.\u201d\u00a0<\/span><\/p>\n He explains that the Optomap \u201ccaptures a wide-field image\u201d of customers\u2019 retina in a single scan, which gives its clinicians \u201ca detailed and unique view of eye health\u201d.<\/span><\/p>\n Alongside this, the Wigmore Street site features \u201ccontact lens trial areas\u201d and \u201cmeasuring equipment\u201d that support \u201cmore precise assessments and tailored recommendations\u201d for shoppers.<\/span><\/p>\n \u201cTogether 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,\u201d the exec explains.<\/span><\/p>\n Boots Opticians Wigmore Street isn\u2019t its only shop to have received a refresh of late.<\/p>\n 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 \u201cbetter, more comfortable experience\u201d from the moment they walked through the door, according to the retailer.<\/p>\n 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.<\/p>\n Speaking about the group\u2019s broader brick-and-mortar ambitions, Dingwall explains: \u201cThe 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\u2019s customers.<\/p>\n \u201cWe 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.<\/p>\n \u201cOver the last two years we have redeveloped a significant number of our Boots Opticians stores \u2013 refreshing layouts, consultation rooms and dispensing areas to improve both the customer and colleague experience.\u201d<\/p>\n For now though, the Wigmore Street store seems to be a standout site for Boots Opticians \u2013 and one that those looking for a premium eyecare experience certainly won\u2019t want to miss.<\/p>\n <\/div>\n![\"Boots](\"https:\/\/www.retailgazette.co.uk\/wp-content\/uploads\/2026\/04\/659816332_877489095306739_3116918681178890330_n.jpg.webp)
\n<\/picture>\nA building full of history<\/b><\/p>\n![\"Boots](\"https:\/\/www.retailgazette.co.uk\/wp-content\/uploads\/2026\/04\/660302796_877489121973403_1567131441404866225_n.jpg.webp)
\n<\/picture>\n\u201cMore immersive, considered and personal\u201d<\/b><\/p>\n![\"Boots](\"https:\/\/www.retailgazette.co.uk\/wp-content\/uploads\/2026\/04\/658885463_877489218640060_6407682329148918500_n.jpg.webp)
\n<\/picture>\nBroader expansion plans<\/strong><\/p>\n![\"Boots](\"https:\/\/www.retailgazette.co.uk\/wp-content\/uploads\/2026\/04\/662245776_877489025306746_6400204858794238818_n.jpg.webp)
\n<\/picture><\/p>\n