From humble beginnings, Glasses Frames & Lenses has grown into a trusted online supplier of lenses, complex prescription solutions and premium branded quality frames.

This family-run business specialises in the provision and retail of seriously high-quality prescription lenses that uses the latest technology to create the perfect prescription glasses for its customers.

In order to streamline the shopping experience and make access to their premium prescription lenses as straightforward as possible, Glasses Frames & Lenses selected Williams Commerce as their partner of choice to evolve their brand logo, create a brand new ecommerce design and develop their website taking advantage of the latest technologies available on Magento Open Source.

What we delivered


The online retailer had outlived its original branding, which was looking tired and in need of an overhaul. The business was keen to develop a more engaging, inspiring visual identity that represented the business they had evolved into today.

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Streamlining key functional elements

Lens feature on GFL

A major challenge for this project was around the existing website’s ‘Select your Lenses’ function.

The lens data is very complex, and trying to incorporate this into a user journey that is simple and easy to use required careful specification with the GFL team.

This iterative process during the web build helped secure a much improved user experience for shoppers. A new lens selector tool, built by Williams Commerce, has helped enhance and simplify usability and allows shoppers to quickly access the information and product choices

Project to plan?

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