Eyewear retailer Glasses Direct has teamed with newspaper and
magazine publisher Northern & Shell to launch a white-label
offering. Nine Northern & Shell publications, including
newspapers Daily Express and Daily Star and OK! magazine, will be
involved in the promotion, which sees the launch of cobranded
websites and catalogues titled Express Sight, Star Sight and OK!
Eyewear. Glasses Direct will power the sites, the first of which
went live on 25th June.
The promotion is set to run for 14 weeks and will include
money-off deals and other offers appearing regularly in the
partner publications. A spokesperson for Glasses Direct said that
the catalogues are “a secondary means of buying” and
will not be mass-mailed; they can be requested online or
downloaded as PDF files. The companies do not expect to trial
Glasses Direct founder Jamie Murray Wells said in a statement
that he was targeting the readership of Northern & Shell as it
provides “a perfect demographic” (“affluent
shoppers” aged 30-plus, according to Northern & Shell’s
website) for his company.