Dunelm Optical is expanding its frames portfolio

The debut Ascari collection will launch in April and has been designed to be “a widely accessible collection” of 14 optical models, according to the company.

Taking its inspiration from Italian references, the new Ascari brand has been developed following consultations with opticians who requested a cohesive brand that is readily identifiable by an older, fashion-conscious customer base. 

Dunelm Optical managing director, Peter Beaumont, said: “In Ascari, we’ve designed a well-structured, trend-led eyewear collection that appeals to the style-conscious whilst remaining eminently wearable for a core customer group.”

Ascari’s range of individual acetates and metals comes in a mix of shapes, sizes, fashionable colours and materials for men and women, and will be priced up to £12.90. 

The collection will debut at Optrafair (9–11 April, Birmingham NEC), along with Dunelm Optical’s new teen range, OMG!, on stand K80.

For more information, visit the Dunelm Optical website.