Direct Sight

Direct Sight is a pure-play online optician selling prescription glasses, sunglasses and contact lenses. Frames span £19 metal basics to £149 titanium or designer-label styles, with most falling £39-£79; lenses are added at £10 for standard single-vision up to £120 for 1.74 high-index or varifocals. The site also stocks blue-light, sports and safety eyewear, plus lens accessories, all shipped from its UK lab. The company positions itself on “high-street quality without high-street prices” by glazing every order in its own Nottingham laboratory and skipping physical stores. A virtual try-on tool, free home trial of four frames, and next-day dispatch for stock lenses are standard; reglazing of customers’ existing frames is offered from £25. Permanent promotions such as 2-for-1 on £59+ pairs and free scratch-resistant coatings keep average order values low. Core buyers are value-driven 25-45-year-old professionals and parents who need up-to-date prescriptions but refuse to pay £200+ on the high street. They prioritise convenience, NHS voucher acceptance and transparent lens pricing tiers, and are comfortable uploading prescriptions or using smartphone scans. Style-wise, the brand leans toward classic, work-appropriate silhouettes rather than runway fashion. Direct Sight competes with other cut-out-the-middleman online opticians and budget high-street chains. It differentiates through faster UK-based glazing (24-48 h), inclusive single-vision lens prices, and the ability to reglaze old frames—services many discounters either surcharge or cannot match.