100% Optical is a reasonably new show to the UK optical industry; it is now in its seventh year. I worked with the show when it first began, back in February 2014, and the following year before going on maternity leave with my first baby. Fast forward to January 2020: I was back working with the show again. This time as a judge for the event’s new Love Eyewear Awards.
What did I think of the 2020 show? Compared to when it first started back in 2014, the show has certainly grown. For the 2020 show, they had some big-name exhibitors such as Luxottica, Marchon, Marcolin and Safilo who usually only exhibit at the likes of Opti, Mido and Silmo for their European markets. So, for them to have a presence in London is a big deal.
Aside from the big boys of the optical industry, 100% Optical also put a strong emphasis on supporting new startups. During the 2020 show, they had an incubator area for startup brands trying to break into the UK/European market. I thought that was a nice touch because, as an industry, we need to continue to support new brands. My favourite of these is LowercaseNYC. The frames are all made in New York with a team of only three people who do absolutely everything themselves; from making the frames, to marketing and packing orders.
Overall, 100% Optical is still a small show when compared to Opti, Mido and Silmo. As a result, a lot of brands are unwilling to do any big product launches at because the audience is not there. Plus, 100% Optical and Opti are only two weeks apart.
The show seems still to be mainly attracting a UK audience, and I feel there is a way to go before it attracts a large number of visitors from further afield. Nevertheless, 100% Optical is moving in the right direction if they want to compete with the big European shows.
