Eyedeal Eyewear Direct

Eyedeal Eyewear Direct: prescription glasses and reglazing from Bewdley

Eyedeal Eyewear Direct is a family-run optical business that combines retail optics with lens manufacturing. The company presents itself as having more than 25 years of experience in the sector, first on the High Street and now also online, and states that it accepts NHS vouchers. Its operations are based in Bewdley, described on the site as a historic market town, where the family laboratory produces the lenses.

According to its own account, the business was launched in 2010 after its founders worked for large optical companies. Before moving online, it ran High Street practices in Cradley Heath and Stourbridge and offered home dispensing services. The current online service is presented as a nationwide extension of that activity.

Glasses, sunglasses and reglazing

The catalogue is organised into designer brands, in-house brands and sunglasses, and the site also offers a reglazing service for customers' own frames. Complete new pairs are sold with free single vision lenses, and the company advertises delivery from £15.00 as well as free shipping on all UK orders.

• Complete prescription glasses and sunglasses, including designer models.
• Reglazing of frames supplied by the customer.
• Free single vision lenses with all new frames.
• NHS vouchers accepted.

Designer and own-brand frames

Eyedeal Eyewear Direct describes itself as an authorised dealer of luxury designer brands and also sells British-made own brands, which it says are offered at wholesale prices. The brands named on the site are Ray-Ban, Michael Kors, Oakley and Superdry, with separate sections for optical and sun models of several of them.

The product listings shown at the time of writing included the Ray-Ban Wayfarer Ease with free single vision lenses, the Ray-Ban Balorama 4089 and the Oakley Holbrook 9102, each displayed with a regular price and a sale price. These are catalogue listings and their prices and availability may change.

Lens production in the family laboratory

A central part of the company's proposition is vertical integration: it states that all of its lenses are now produced in its family-run optical laboratory in Bewdley, that work is not sent to other countries and that 99% of its products are sourced from the UK. This in-house manufacturing supports both the sale of complete pairs and the reglazing of existing frames.

Safety eyewear and specialist sections

Beyond fashion and prescription eyewear, the site includes a dedicated safety eyewear section alongside its designer, in-house and sunglasses catalogues. It also publishes sections on lens information, lens selection and frequently asked questions, aimed at helping customers choose the right lenses for their prescription.

A personal approach and a long High Street history

The company frames its identity around continuity and personal service, stating that it has always taken a relaxed, personal approach and that it knows its patients personally. It also refers to its long-standing High Street customers in Cradley Heath and Stourbridge, where it built its reputation before launching the online service.