Which online retailer has launched an Australian store after becoming the fastest growing business in its category?
Clearly.com.au opened the doors to its first Australian site on February 21.
The NASDAQ listed company is the largest online optical retailer in the world and is the latest international fashion brand to turn its attention to the Australian and New Zealand markets.
Founded in Vancouver in 2000, Clearly provides designer and private label glasses, sunglasses and contacts at affordable prices.
Clearly managing director Geoff Henshaw said Australia has long been in its sights.
“Our model has been working successfully in Australia and New Zealand for the past five years.
"In fact, the brand is the fastest growing online optical retailer in the region, making us now the number three player behind Specsavers and OPSM.
"Building on this success, we have decided that now is the time to take our Australian and New Zealand operation to the next level.”
A major part of this push includes the launch of a flagship store on Sydney’s George Street.
Consumers visiting the store will be able to try on frames and then place orders online inside the store, with prescription eyewear shipped to them in a matter of days.
The store is dominated by a giant mirror ball which also showcases the glasses and sunglasses.
The atmosphere of the store also changes depending on the time of day.
During daylight hours, the store is complete with a custom-designed scent, subtle lighting to enhance the central glitter ball fixture, and a specially composed zen-like soundtrack.
At night, the store transforms into a light and sound installation, playing high-energy dance music with an animated light installation bouncing coloured lights off the mirror fixture as it spins on a rotating platform.
Clearly.com.au will look to future openings around Australia & New Zealand.