{"id":28071,"date":"2023-08-09T16:18:48","date_gmt":"2023-08-09T13:18:48","guid":{"rendered":"https:\/\/www.4eyes.com.tr\/?p=28071"},"modified":"2023-08-09T16:54:27","modified_gmt":"2023-08-09T13:54:27","slug":"william-morris-london","status":"publish","type":"post","link":"https:\/\/www.4eyes.com.tr\/en\/william-morris-london\/","title":{"rendered":"William Morris London"},"content":{"rendered":"<div class=\"row\"  id=\"row-1082067140\">\n\n\t<div id=\"col-1969290119\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_647154535\">\n\t\t\t\t\t\t\t\t<div class=\"img-inner dark\" >\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"446\" src=\"https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/Yabanci-Roportaj.jpg\" class=\"attachment-original size-original\" alt=\"\" srcset=\"https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/Yabanci-Roportaj.jpg 770w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/Yabanci-Roportaj-300x174.jpg 300w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/Yabanci-Roportaj-768x445.jpg 768w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/Yabanci-Roportaj-600x348.jpg 600w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/>\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n<style>\n#image_647154535 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>\n\t\n<h2 style=\"text-align: center;\">A British Heritage<\/h2>\n<blockquote>\n<p style=\"text-align: center;\"><strong><em>William Morris London, which carefully carries its British identity, embraces the optical world stronger than ever after joining Design Eyewear Group last year.<\/em><\/strong><\/p>\n<\/blockquote>\n<p style=\"text-align: justify;\">Since Design Eyewear Group added William Morris London to its portfolio in Fall 2022, the British brand was showcased for the first time under the umbrella of Design Eyewear Group (DEG) at 100% Optical in the UK. William Morris London&#8217;s philosophy and brand attributes are as strong now as when it was launched twenty-seven years ago. It is still a brand that listens, adapts and sets standards. Frequently winning and nominated for awards in the optical world, William Morris London continues to present its ever-evolving original designs with the meticulous effort it puts into each collection and the British pride that runs through its Dna. We present an interview with DEG Ceo Lars Flyholm and William Morris London Founder Robert Morris about how they will develop the brand range going forward.<\/p>\n<p style=\"text-align: justify;\"><strong>What does William Morris London represent in terms of the DEG portfolio? What makes the British brand different?<br \/>\n<\/strong><strong>Lars Flyvholm:<\/strong> Design Eyewear Group has been building a position in the market over the last years \u2013 which is really based around our design heritage, and up until this new merger, this was very much based on our Danish heritage and French design, like Prodesign, FACE A FACE and WOOW. We had a basis and structure which therefore allowed us to take on other brands and build further, and in this search for possible acquisitions we wanted to add something different. We wanted to find a way where there was another design story and heritage which we could add on to this. Britain has an inspiring design heritage and we were attracted by the idea of adding real, authentic British design to our portfolio. William Morris London is a perfect match in terms of adding to the story of being a company focused on design labels. If you look inside the William Morris London company and what Robert and his team have established I think it has a very strong, clear identity, built over many years. From a product point of view and when we look at our portfolio, it was also filling a gap for us in terms of design and price point particularly. We have nine brands already within Design Eyewear Group, all with different targets and price points. Robert has established a very strong presence in the UK market in terms of direct sales. And this matches our organisation and our footprint worldwide \u2013 we have a strong presence in the US, and we feel there is a big opportunity over there to penetrate that market with the William Morris London Collections. The same goes for other export markets.<\/p>\n<div class=\"row\"  id=\"row-863046850\">\n\n\t<div id=\"col-1283357071\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<div class=\"row\"  id=\"row-1556103167\">\n\n\t<div id=\"col-1784338732\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_1185453382\">\n\t\t\t\t\t\t\t\t<div class=\"img-inner image-cover dark\" style=\"padding-top:128%;\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1550\" height=\"1550\" src=\"https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-4.jpg\" class=\"attachment-original size-original\" alt=\"\" srcset=\"https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-4.jpg 1550w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-4-300x300.jpg 300w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-4-1024x1024.jpg 1024w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-4-150x150.jpg 150w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-4-768x768.jpg 768w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-4-1536x1536.jpg 1536w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-4-600x600.jpg 600w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-4-100x100.jpg 100w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-4-120x120.jpg 120w\" sizes=\"auto, (max-width: 1550px) 100vw, 1550px\" \/>\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n<style>\n#image_1185453382 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>\n\t\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_2046233560\">\n\t\t\t\t\t\t\t\t<div class=\"img-inner image-cover dark\" style=\"padding-top:112%;\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"2048\" src=\"https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-5.jpg\" class=\"attachment-original size-original\" alt=\"\" srcset=\"https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-5.jpg 2048w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-5-300x300.jpg 300w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-5-1024x1024.jpg 1024w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-5-150x150.jpg 150w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-5-768x768.jpg 768w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-5-1536x1536.jpg 1536w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-5-600x600.jpg 600w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-5-100x100.jpg 100w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-5-120x120.jpg 120w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/>\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n<style>\n#image_2046233560 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>\n\t\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n\n\t<div id=\"col-886685828\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p style=\"text-align: justify;\"><strong>Could you tell us about the advantages of this merger for DEG?<br \/>\n<\/strong><strong>Lars Flyvholm:<\/strong> So to summarise the advantages, there were 4 key elements that made really good sense in this merger&#8230; We have added the British design heritage, via a brand that also has a very strong identity as William Morris London. We also added a product which fitted into our portfolio with the right price and target point. Finally, we identified a real growth opportunity in markets where Design Eyewear Group has already established a very strong presence.<\/p>\n<p style=\"text-align: justify;\"><strong>Do you plan to preserve the collection portfolio as it is?<br \/>\n<\/strong><strong>Lars Flyvholm:<\/strong> Yes, we will offer the core William Morris London collection and the luxury William Morris line &#8211; the Black Label. Alongside them, there is also the Gallery Collection, created in partnership with the William Morris Gallery. These are the three core collections with the strong British identity. Then there is also Charles Stone New York \u2013 which has a positioning that is young, fashionable and fresh and this we consider as a second brand. We have been working with Robert and his product team in the UK and our Danish team to look at where the opportunities are here for growth and expansion. Certainly, there are plans to expand the Gallery collection in the near future, with of course a sunglasses range, which has not yet been created within this brand. The Gallery collection will see a special mini launch in August as well as an additional launch for the collection in January 2024.<\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n<p style=\"text-align: justify;\"><strong>William Morris London was launched at 100% Optical in the UK for the first time since the merger with DEG. Could you tell us about what your UK customers think about this merger?<br \/>\n<\/strong><strong>Robert Morris:<\/strong> Yes, this is the first time that opticians here in the UK have had an opportunity to see the two companies side by side which I think is really great, it\u2019s important \u2013 and it\u2019s great to see that when people look at it they can really see it makes sense. There have been some really interesting conversations at 100% Optical. There are plenty of independent opticians who are buying William Morris London who might not be working with FACE A FACE or Prodesign, so they are interested to hear how Design Eyewear Group can channel that business into their stores. And vice versa. It\u2019s important also for them to see how Design Eyewear Group have created a number of concepts to help and support independent opticians which William Morris can now offer on a broader scale. Design Eyewear Group is a real partner to the optician.<\/p>\n<p style=\"text-align: justify;\"><strong>Lars Flyvholm:<\/strong> We have some programmes for example where we offer the opticians ways to dedicate a part of their shop to our brands within the store. We can do this with a mix of our brands. There is a financial incentive within this board programme which allows them a one to one exchange so for example if you have 60 frames from 3 of our brands you will have a rep visiting you 4 times a year \u2013 and they will be able to exchange what is not selling and optimise the board. This flexibility \u2013 and of course the financial incentive \u2013 is something that we\u2019ve had since 2020 at Design Eyewear Group and people find it really flexible and they love the chance it gives them to try new brands. Of course, the William Morris and Charles Stone brands are now included in this programme. We also offer a loyalty programme \u2013 we call it the Ambassador programme \u2013 where if you buy more or work with more brands your benefits increase. I would also add that we are lucky that we have had no issues at all since Brexit, given our infrastructure. Everything is running very well for us. Our logistics for all brands are run out of Denmark.<\/p>\n<div class=\"row\"  id=\"row-676868264\">\n\n\t<div id=\"col-714333847\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p style=\"text-align: justify;\"><strong>Could you tell us about William Moris London&#8217;s brand history and its current position?<br \/>\n<\/strong><strong>Robert Morris:<\/strong> We started out as a distribution company in 1996 called William Morris Eyewear. It was from there, that we decided to create our own brand from scratch, and that was William Morris London. From there, we saw a further demand for a more luxurious product and so we created William Morris Black Label, with a more premium price point. Traditionally, I would say around 80% of our customers have taken both William Morris London and Charles Stone New York, but this can vary from practice to practice. 90% now take William Morris London and Black Label as part of that offer.<\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n\n\t<div id=\"col-1826381777\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_868455052\">\n\t\t\t\t\t\t\t\t<div class=\"img-inner image-cover dark\" style=\"padding-top:107%;\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1600\" src=\"https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-15.jpg\" class=\"attachment-original size-original\" alt=\"\" srcset=\"https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-15.jpg 1600w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-15-300x300.jpg 300w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-15-1024x1024.jpg 1024w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-15-150x150.jpg 150w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-15-768x768.jpg 768w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-15-1536x1536.jpg 1536w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-15-600x600.jpg 600w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-15-100x100.jpg 100w, https:\/\/www.4eyes.com.tr\/wp-content\/uploads\/2023\/08\/William-Morris-London-15-120x120.jpg 120w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/>\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n<style>\n#image_868455052 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>\n\t\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n<p style=\"text-align: justify;\"><strong>For William Morris London, British identity is very important and we see that you carefully protect this identity.\u00a0 How did you create your identity?<br \/>\n<\/strong><strong>Robert Morris:<\/strong> I think product is one thing, but what is so crucial to William Morris is everything around the frame, the whole \u201cBritish world\u201d in which the collection has grown up, and all the add-ons to that such as the carefully styled POS.. At the shows in particular, it has always been great that people were able to meet the designer, to recognise the London bus which forms the basis of the stand\u2026so it\u2019s really important to keep the whole package alive and moving forward.<\/p>\n<p style=\"text-align: justify;\"><strong>Lars Flyvholm:<\/strong> As we have our own team in America, we know that the story about great British eyewear will be a great success in the US moving forward. That positioning is extremely exciting. We like the fact that the branding is so strong, and that Robert is an ambassador for that. Of course, we realise also that we must ensure the brand can also standalone already, and we must find that balance\u2026which I think comes through the design, the strength of the campaigns, which are always distinctive with colours and British details such as the Union Jack. William Morris London really has a strength here, and as Britain has this incredible recognition all over the world, we will continue to show this side of the brand\u2019s British heritage.<\/p>\n<p style=\"text-align: justify;\"><strong>Could you tell us about your thoughts on the merger of DEG and William Morris London and your future goals?<br \/>\n<\/strong><strong>Robert Morris:<\/strong> The brand has to stand on its own, and I know it can, it has established itself in the UK and globally as a brand. Of course, I hope that with Design Eyewear Group the brand can be taken to a place where I perhaps couldn\u2019t take it. I believe that with all the synergy we have this will happen sooner rather than later.<\/p>\n<p><strong>Lars Flyvholm:<\/strong> Certainly, we think that this merger is very good for both Design Eyewear Group and William Morris London and we will achieve great success together. We have our sights set on growth in the US, but also in Europe and in markets like France and Germany.<\/p>\n<h5><em><strong>Source:<\/strong> <strong>20\/20 Europe<\/strong><\/em><\/h5>\n<p class=\"alt-font\" style=\"text-align: right;\"><strong>August 2023<\/strong><\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":4,"featured_media":27815,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[311],"tags":[],"class_list":["post-28071","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-yabanci-roportaj-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.4eyes.com.tr\/en\/wp-json\/wp\/v2\/posts\/28071","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.4eyes.com.tr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.4eyes.com.tr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.4eyes.com.tr\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.4eyes.com.tr\/en\/wp-json\/wp\/v2\/comments?post=28071"}],"version-history":[{"count":2,"href":"https:\/\/www.4eyes.com.tr\/en\/wp-json\/wp\/v2\/posts\/28071\/revisions"}],"predecessor-version":[{"id":28073,"href":"https:\/\/www.4eyes.com.tr\/en\/wp-json\/wp\/v2\/posts\/28071\/revisions\/28073"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.4eyes.com.tr\/en\/wp-json\/wp\/v2\/media\/27815"}],"wp:attachment":[{"href":"https:\/\/www.4eyes.com.tr\/en\/wp-json\/wp\/v2\/media?parent=28071"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.4eyes.com.tr\/en\/wp-json\/wp\/v2\/categories?post=28071"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.4eyes.com.tr\/en\/wp-json\/wp\/v2\/tags?post=28071"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}