Keeping it Simple
As a business, Ace & Tate makes glasses and while this may sound simple, that is the whole point. Their mission is to inject common sense into the industry by making well-designed, quality eyewear that is accessible to everyone, says CEO Lex van de Vliet when RLI got the chance to catch up with him.
The goal of the Dutch-based company is to lead the future of branded optical retail by becoming Europe’s most loved eyecare brand. This means clinical expertise and personalised eyecare, paired with frames that help people look and feel their best.
Currently operating 84 stores across nine countries, the business recently launched a new store in the second biggest city in Ireland; Cork. It is the first of many Ace & Tate locations to offer expert eye health services, using OCT scans for all customers. This allows them to offer hospital-grade eye health checks within a retail setting and highlight potential issues much earlier than standard tests.
“Our aim is to deepen the relationship with our customers and better cater to their needs,” explains Lex van de Vliet, CEO of Ace & Tate. “We would like to take care of their entire vision journey; from their first pair of glasses, to contact lenses and advanced eye health checks.”
In total, the brand is looking to launch a total of 10 new stores this year, following its Cork debut. In terms of location, they are looking to grow their current markets first before potentially adding a new market later.
With a strategy that is built on a seamless blend of design and care, this operating ethos is portrayed both inside and outside of their sites. Inside the stores, care means bringing optical expertise into a welcoming, aesthetic environment. They also ensure that care continues through a frictionless digital journey – from easy online booking to transparent pricing and great customer service. Ultimately, they are here to make their guests feel good and look their best, by providing everything they need to support them with their vision, journey and confidence.
Born as a digital-first, direct-to-consumer brand, e-commerce has always been the foundation that allows them to offer a frictionless omni-channel journey. As for social media, they have adapted to its increased importance in the modern world by prioritising social-first content that is community-driven and collaborative, using their platforms to amplify creator’s voices and build genuine connections with their audience.
“Having surged in everyday use in recent times, we see AI as a possible enabler for scalability in the future. I am particularly excited about the prospect of what AI can do in terms of preventative care. While we are currently focused on the rollout of our stores, we see a future where AI can help us analyse those detailed images even faster and more consistently,” says Vliet.
Discussing sustainability, the CEO explains the business is under no illusions that true sustainability does not exist for any company making physical products and they have always been radically honest about that. They are instead focusing on taking responsibility.
“The key takeaways from our latest report are all about systemic action and we have achieved full transparency across our Tier 1 and 2 frame suppliers, transitioned 100 per cent of our sun lenses to recycled Tritan™ Renew and completed Life Cycle Assessment for every single frame we make, to truly understand our footprint. We are doubling down on circularity through our ‘Reframe’ initiative and aiming for Net Zero by 2050,” Vliet comments.
Ace & Tate is uniquely positioned to attract a younger, mindful and style-oriented community. In a time where consumer spending is under pressure, the company stands out because they offer exactly what customers need; high-quality eyewear and eyecare without the confusion. They continue to engage their customers by ensuring every touchpoint is frictionless and by treating a pair of glasses as a form of self-expression rather than just a medical device. By fast expanding their eye health services, they are showing both new and existing customers that they are eye health specialists as much as they are a design brand.
When asked about the key elements that have led to the company’s success over the years, Vliet highlights that they have simplified an industry that was unnecessarily complex. They have stripped away the hidden costs and confusion of the traditional optical model. By combining great design with accessible, expert care, they have made looking after your eyes as straightforward as it should be.
“As we look to maintain and expand our brand, we plan on bringing expert care and thoughtful design to even more people, in our signature Ace & Tate way. Outside of opening new stores this means we need to expand our products and services across our store network. This will be most of what we will be doing this year, with the aim to offer expert care in the right way. We are incredibly excited for what comes next and we look forward to welcoming PJ Lobster to the family.”
