FramesDirect.com
| Company type | Private |
|---|---|
| Industry | Eyewear retail |
| Founded | 1996 |
| Founder | Dhavid Cooper, Guy Hodgson |
| Headquarters | Austin , United States |
Area served | United States |
Key people | Dhavid Cooper, Guy Hodgson |
| Products | Eyeglasses, prescription sunglasses, sunglasses, contact lenses |
| Owner | EssilorLuxottica |
| Website | framesdirect |
Frames Direct is a U.S.-based online retailer specializing in eyewear, owned by EssilorLuxottica. Through its website, www.framesdirect.com, the company presents a selection exceeding 50,000 designer and branded eyewear options, including eyeglasses, prescription sunglasses, sunglasses, and contact lenses.
Established in 1996 by Dhavid Cooper, OD, and Guy Hodgson, OD, Frames Direct was a trailblazer as one of the earliest online optical retailers and the first to offer prescription sunglasses for sale on the internet.
History
Originally from South Africa, Dhavid Cooper and Guy Hodgson relocated to the United States during the 1980s. Between 1986 and 1994, they managed multiple optometry clinics in Houston, Texas before divesting those practices. After taking a year off, they introduced FramesDirect.com in 1996. Initially headquartered in Houston, customer service operations were later moved to Austin, Texas due to interruptions caused by Hurricane Rita and Hurricane Ike.
In 2010, Essilor purchased a majority interest in FramesDirect.com. Following this acquisition, Essilor collaborated with Frames Direct to create MyOpticalOnline.com, a platform enabling independent eyewear providers to sell their products digitally.
Frames Direct has earned accolades such as the Blue Chip Enterprise Award from MassMutual and the U.S. Chamber of Commerce, and was recognized as a finalist for the Ernst & Young Entrepreneur of the Year award in 2000.
Operations
Frames Direct features over 250 well-known frame brands, including Ray-Ban and Oakley, available for purchase at any time through its website. The product range includes frames, prescription eyeglasses, both prescription and non-prescription sunglasses, as well as contact lens renewals. Customers select their preferred frames before customizing lens options such as type, thickness, and optional upgrades. The company supports buyers with a dedicated team of opticians accessible via phone or online chat.
Armed Forces Eyewear
A division of FramesDirect.com known as Armed Forces Eyewear (AFEyewear) offers special pricing to military members, veterans, first responders, and their families. Military status is verified using the customer's name and birth date to qualify for a 30% discount off standard retail prices. The AFEyewear.com site has been merged into FramesDirect.com, where these discounts are now available through AFEyewear Member rewards.