Contact Lens Subscription Service Offers Customers Patented Formula And In-House Opticians

Contact Lens Subscription Service Offers Customers Patented Formula And In-House Opticians
Delivery & Logistics

The startup, called Waldo, recently expanded into the United States and intends to compete with existing players like Acuvue by including features like free shipping and personalized service that increase its customer value

Kim Windyka
  • 15 august 2018

Waldo, a startup based in the U.K., is on a mission to make the process of purchasing contact lenses a bit less painful through its direct-to-consumer subscription and delivery service.

Created as a result of her own frustrating experiences as a contact lens wearer, Waldo was founded by Ashleigh Hinde, a Harvard graduate. While it was previously operating only in the United Kingdom, the company has already raised nearly seven million dollars to support its expansion into the U.S., thanks to generous investments from PROfounders Capital and Tectonic Capital. Of Waldo’s approximately 50,000 current customers, 6,000 are now located in the U.S.

Waldo’s subscription model is fairly simple: each box contains 30 lenses—a month’s supply—and costs $36. Shipping is free, and customers are able to change their plan or preferences at any time to suit their needs. The contact solution, which Waldo has already patented, includes a number of vitamins, including B12, E and B6, as well as high moisture content, UV protection and low friction to keep eyes moist throughout the day.

Beyond the flexible nature of the service and focus on a quality product, Waldo is positioning itself to appeal to the millennial market, touting personalization and dedicated customer service. To that end, the brand makes opticians available to customers for one-on-one assistance. Hinde stated that she believes “Contacts shouldn’t be seen as a mundane product that people don’t like buying, because they give you sight and enable you to enjoy life’s experiences,” noting that for Waldo, the goal is “not about a recurring subscription, it’s about adding value.”

Waldo


Lead image: Waldocontacts via Instagram

Waldo, a startup based in the U.K., is on a mission to make the process of purchasing contact lenses a bit less painful through its direct-to-consumer subscription and delivery service.

Created as a result of her own frustrating experiences as a contact lens wearer, Waldo was founded by Ashleigh Hinde, a Harvard graduate. While it was previously operating only in the United Kingdom, the company has already raised nearly seven million dollars to support its expansion into the U.S., thanks to generous investments from PROfounders Capital and Tectonic Capital. Of Waldo’s approximately 50,000 current customers, 6,000 are now located in the U.S.

+contact lenses
+Delivery
+Delivery & Logistics
+Health
+Healthcare
+loyalty & membership
+retail
+subscription service
+Waldo

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