Glasses Direct strikes partnership with Daily Express and OK!

by Kate Langtry, Brand Republic 27-Jun-08, 09:00

LONDON - Glasses Direct, the online spectacles retailer, is to use the Daily Express, Daily Star and OK! magazine for its marketing in a co-branding deal with Richard Desmond's Northern & Shell.

The two companies have joined forces to create three co-branded websites and catalogues entitled "Express Sight", "Star Sight" and "OK! Eyewear", all powered by Glasses Direct.

The launch of the new websites will be complete by July 2. The promotion is set to run for 14 weeks and include reader offers appearing regularly in the partner publications.

Jamie Murray Wells, founder of Glasses Direct, said: "We are excited to be working with this dynamic organisation."

Stan Myerson, group joint managing director of Northern and Shell, said: "We are pleased to be able to offer our readers the chance to purchase more affordable eyewear, and Glasses Direct are a great partner to work with."

Glassesdirect.co.uk, which launched in 2004, claims to be the UK's largest internet prescription glasses retailer.