Haine & Smith Opticians

What Haine & Smith Opticians does

Haine & Smith Opticians is a privately held UK Limited Liability Partnership (Haine & Smith Partnership LLP, Company no: OC343092) that operates a network of 20 independent optical and hearing care practices across Wiltshire, Gloucestershire and Oxfordshire in the South West of England. Founded in 1975 and headquartered at 31 The Brittox, Devizes, the firm is one of the longest-established independent optician groups in the region, currently employing optometrists, dispensing opticians, hearing care professionals and support staff across its 20 branches, with firmographic headcount listed at 11–50 (likely understated given 20 sites).

The business sells prescription eyewear, contact lenses, sunglasses and hearing aids through its own practices, supported by a curated portfolio of 25+ designer and independent frame brands (Barton Perreira, Lindberg, Tom Ford, Gucci, Maui Jim, Oakley, Ray-Ban, etc.), advanced in-practice diagnostics including Optical Coherence Tomography (OCT), digital retinal photography and non-contact tonometry, and an Ocuco-powered online appointment booking widget embedded on every branch page. Service offerings include NHS and private sight tests (£59.90 standard, £84.90 Premium with OCT), a recurring Vision Plan monthly Direct Debit subscription bundling contact lens supply and aftercare, myopia management contact lenses for children, Beltone hearing aids from £1,995 with lifetime aftercare, microsuction ear wax removal at £80 and tinnitus management.

Revenue is generated primarily through hardware sales (spectacles, contact lenses, hearing aids), professional service fees (eye examinations, microsuction), a subscription contact lens care plan, warranty and aftercare services, and a community-led marketing mix including a £25 Refer-a-Friend programme, multi-pair lens discounting (70% off second pair, 25% off next pair), community partnerships and SEO-optimised local practice pages. Customers are predominantly individual NHS-eligible and private-pay adults, children needing myopia management, hearing-impaired adults and a smaller Corporate Eyecare segment across the South West of England.

Name

Haine & Smith Opticians

Legal name

Haine & Smith Partnership LLP

Website

https://haineandsmith.co.uk

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Haine & Smith Opticians is an independent UK optician and hearing care group operating 20 practices across Wiltshire, Gloucestershire and Oxfordshire, delivering NHS and private sight tests, OCT diagnostics, contact lens care, designer eyewear retail and Beltone hearing services since 1975.

Ownership category

akta.pro rank

Product category

Optician Services

NAICS

Offices of Optometrists (621320)

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

Optometry Clinics (Primary Eye Care) (HLAKAKAB)

akta.pro secondary industries

Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses) (HLAKAKAL), Contact Lens Specialty & Myopia Control (HLAKAKAK), Ocular Imaging & Diagnostic Testing Centers (HLAKAKAN)

Keywords

• Eye examinations
• Hearing care services
• Optical retail
• Contact lens fittings
• Designer eyewear

Headquarters

HQ city

Pewsey

HQ country

United Kingdom

HQ region

Europe

Offices21 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Eyewear Sales: One-time sale of complete spectacles (frame + prescription lenses), sunglasses (prescription and non-prescription) and specialist eyewear from a curated range of designer and independent brands across 20 practices. Includes multi-pair discount mechanics (70% off second pair of lenses, 25% off next pair, free children's second-pair lenses, second pair from £50).
2. Eye Examination Fees: Service revenue from NHS-funded sight tests (free to eligible patients including under-16s, under-19s in full-time education, 60+, diabetes/glaucoma sufferers and certain benefits recipients) and private sight tests at £59.90 or £84.90 for the Premium Sight Test with OCT; NHS patients can upgrade for £25.
3. Contact Lens Sales & Vision Plan: One-time contact lens fittings and supply, plus a recurring Vision Plan (monthly Direct Debit) bundling regular lens supply, home delivery, aftercare, routine eye examinations, emergency appointments and discounts on glasses/sunglasses/accessories.
4. Hearing Aid Sales: One-time sale of Beltone hearing aids with packages starting from £1,995, including lifetime aftercare, manufacturer warranties and ongoing support from the local practice.
5. Hearing Care Services: Professional service revenue from complimentary hearing assessments (adults 18+), £80 microsuction ear wax removal (one or both ears), and tinnitus management consultations.
6. Warranty, Aftercare & Repair Services: Revenue-supporting services including a 100% Satisfaction Guarantee (30-day remake on intolerance/adaption), 12-month frame manufacturer warranty (6 months for Tomato Glasses UK), 24-month non-premium coated lens warranty, and premium-coated lens scratch replacement guarantees. Free in-branch adjustments and minor repairs drive footfall and conversion.
7. Refer-a-Friend and Promotional Vouchers: Marketing-driven discount programme: £25 Refer-a-Friend discount for both parties, £50 VIP 50th-Anniversary voucher for invited customers, North Wilts Bowls Club £25 members' discount and other short-term promotional mechanics that stimulate incremental purchases.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels10 records

Core offering

Haine & Smith Opticians is an independent optician and hearing care provider operating 20 high-street practices across Wiltshire, Gloucestershire and Oxfordshire. The company delivers NHS and private eye examinations (including Premium Sight Tests with OCT), contact lens fittings and a recurring Vision Plan subscription, dispensing of frames, lenses and sunglasses from a curated 25+ brand portfolio, children's eyecare and myopia management, and hearing care services including complimentary hearing assessments, microsuction ear wax removal and Beltone hearing aids with lifetime aftercare.

Differentiator

Problem solved

Functional benefit

Products and services

• Eye Examinations Professional eye tests offered both NHS-funded (free for eligible patients) and privately at £59.90 per appointment, typically lasting 45 minutes and combining history-taking, vision testing, eye health checks, eye pressure measurement and digital retinal photography.
• Premium Sight Test (with OCT) Enhanced eye examination at £84.90 that adds Optical Coherence Tomography (OCT) for a 3D scan revealing layers beneath the retina to detect early signs of eye disease long before symptoms develop. NHS patients can upgrade for £25.
• Contact Lenses A wide range of contact lens options including daily disposable, reusable fortnightly/monthly, multifocal, lenses for astigmatism, myopia management lenses for children, and specialist lenses for complex prescriptions, supplied with fitting, training and trial lenses.
• Vision Plan Contact Lens Subscription Monthly Direct Debit Contact Lens Care scheme bundling regular contact lens supply, home delivery, aftercare, routine eye examinations, emergency contact lens appointments and discounts on glasses, sunglasses and accessories. Free trials available for under-18s.
• Hearing Care Services Complimentary hearing assessments for adults aged 18+, tinnitus management consultations and microsuction ear wax removal priced at £80 for one or both ears, delivered in-practice by trained Hearing Care Professionals using microsuction (water-free fine suction).
• Beltone Hearing Aids Hearing aid packages using Beltone technology, including invisible and rechargeable options with Bluetooth/smartphone connectivity, live demonstrations and trial fittings. Packages start from £1,995 and include lifetime aftercare and manufacturer warranties.
• Designer and Independent Eyewear Frames Curated range of 25+ designer and independent eyewear brands including Barton Perreira, Bird, Blackfin, Calvin Klein, Centrostyle, Charles Stone, Emporio Armani, Flexon, Forever & a day, Gotti, Gucci, Kirk & Kirk, Lindberg, Maui Jim, MODO, Nifties, Oakley, Prodesign Denmark, Ray-Ban, Stepper, Tom Ford, William Morris London, Wolf Eyewear, Woodys and Woow, plus specialist frames for safety and sport.
• Sunglasses (prescription and non-prescription) Prescription and non-prescription sunglasses drawn from the curated designer and independent brand portfolio, sold across 20 practices with multi-pair pricing including 25% off the next pair of prescription sunglasses within 90 days.
• Children's Eyecare and Myopia Management Free NHS children's sight tests, free contact lens trials for under-18s, myopia management contact lenses designed to slow the progression of short-sightedness in children, dedicated children's frames and second-pair promotions including free identical lenses with a second pair of children's glasses for under-16s.
• Corporate Eyecare and Specialist Eyewear Corporate eyecare solutions for employers and businesses, providing occupational and specialist eyewear, plus workplace vision safety eyewear, leveraging NHS/Corporate entitlement usage on multi-pair offers.
• Warranty, Aftercare and Repair Services Aftercare bundle covering 100% Satisfaction Guarantee (30-day remake on intolerance/adaption), 12-month frame manufacturer warranty, 24-month non-premium coated lens warranty, premium-coated lens scratch replacement guarantees, and free in-branch adjustments and minor repairs supporting eyewear and hearing aid purchases.

Quantifiable outcome

• Celebrating 50 years of continuous operation (since 1975)
• +7 more outcomes

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Eight partnerships are on record, tiered flagship, minor and core.

• BeltoneflagshipTechnology or IntegrationBeltone is the named hearing-aid technology partner powering Haine & Smith's hearing care service. Haine & Smith offers Beltone's invisible and rechargeable devices, Bluetooth/smartphone connectivity, live demonstrations and trial fittings, with packages starting from £1,995 and lifetime aftercare included. Beltone is described as 'one of the most trusted hearing care brands in the world' with 'a heritage spanning more than 80 years'.
• Book an Eye Test (bookaneyetest.co.uk)minorGTM or Marketing PartnerBook an Eye Test is listed as a 'proud partner' in the Haine & Smith website footer, providing a third-party appointment-referral channel that drives patients to the 20 practices (linked to the Devizes head office entry on the partner directory).
• North Wilts Bowls ClubminorGTM or Marketing PartnerAnnual partnership offering North Wilts Bowls Club members £25 off a pair of complete spectacles at any Haine & Smith practice, redeemable on presentation of proof of club membership. Cannot be combined with other promotional vouchers or time-limited offers, although standard multi-pair pricing still applies.
• Designer and independent eyewear brand portfolio (Barton Perreira, Bird, Blackfin, Calvin Klein, Centrostyle, Charles Stone, Emporio Armani, Flexon, Forever & a day, Gotti, Gucci, Kirk & Kirk, Lindberg, Maui Jim, MODO, Nifties, Oakley, Prodesign Denmark, Ray-Ban, Stepper, Tom Ford, William Morris London, Wolf Eyewear, Woodys, Woow)coreOEM/ Whitelabel/ Licensing PartnerAs an independent optician, Haine & Smith stocks 25+ designer and independent eyewear brands across its 20 practices, enabling brand-agnostic curation. Brand highlights include: Barton Perreira (Japan-made luxury), Bird (eco-friendly), Blackfin (Italian titanium), Calvin Klein, Centrostyle (children's), Charles Stone New York, Emporio Armani, Flexon (memory metal), Forever & a day, Gotti Switzerland, Gucci, Kirk & Kirk (acrylic), Lindberg (Danish screwless titanium), Maui Jim (polarised), MODO, Nifties (narrow faces), Oakley (performance), Prodesign Denmark, Ray-Ban, Stepper, Tom Ford, William Morris London, Wolf Eyewear (British), Woodys (Barcelona) and Woow (French).
• Coti (glasses chains)minorOEM/ Whitelabel/ Licensing PartnerHaine & Smith's Royal Wootton Bassett and Marlborough practices stock Coti glasses chains as part of their Christmas gifting and everyday eyewear accessories range, marketed as both functional and fashion accessories.
• TheaminorOEM/ Whitelabel/ Licensing PartnerThea eye-care products (heated eye masks, cleansing wipes and dry-eye spray) are stocked across all Haine & Smith practices as part of the eyewear-care and dry-eye accessory range.
• OptaseminorOEM/ Whitelabel/ Licensing PartnerOptase moisturising wipes, gentle cleansing products and protective sprays are stocked at Haine & Smith practices as winter eye-care and self-care gift solutions.
• Contact lens suppliers (multi-brand)coreOEM/ Whitelabel/ Licensing PartnerAs an independent optician, Haine & Smith is able to recommend lenses from a wide range of contact-lens suppliers to find the most suitable option for each patient's eyes and lifestyle. Offerings include daily disposable, reusable fortnightly/monthly, multifocal, astigmatism, myopia management and specialist lenses, plus a recycling programme via in-practice collection points.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• David Clulow Opticians: UK premium optician chain focused on designer eyewear and high-street locations. Comparable on curated designer-brand portfolio (similar to Haine & Smith's 25+ brand selection) and fashion-led positioning.
• Bayfields Opticians: UK independent optician group with regional multi-branch operations. Comparable as a similarly-sized independent chain emphasising personal service, advanced diagnostics and designer frame curation.
• Optical Express: UK and Ireland optician group with a strong clinical and refractive-surgery focus. Comparable on NHS and private eye examinations, OCT-led diagnostics, and contact-lens fitting, though with a heavier surgical specialism.
• Specsavers: The dominant UK and Ireland optician chain with a comparable core offering (NHS and private sight tests, contact lenses, designer frames) plus a scaled hearing-care arm. Directly comparable on product mix, customer base and high-street retail model.
• Scrivens Opticians: Established UK independent optician and hearing-care chain with a regional, multi-branch footprint. Closely comparable on independent heritage positioning, hearing-care upsell and community-rooted service model.
• Hidden Hearing: One of the UK's largest dedicated hearing-care retailers offering assessments, hearing aids and aftercare. Directly comparable to Haine & Smith's hearing-care line as a category specialist, although Hidden Hearing does not offer optical services.
• Leightons Opticians & Hearing Care: UK independent optician and hearing-care chain operating across southern England. Comparable on combined eye-care/hearing-care services, OCT-led premium testing, and curated multi-brand frame selection.
• Vision Express: UK-wide optician chain offering eye examinations, contact lenses and multi-brand designer frames in high-street locations. Overlaps with Haine & Smith on core optical services, mid-market positioning and multi-pair promotional mechanics.

Broad incumbents

• Tesco Opticians: Optical arm of the UK supermarket retailer, offering eye tests, glasses and contact lenses in-store and online. Competes with Haine & Smith on the entry-level price tier and convenience, though without the curated designer portfolio.
• Boots Opticians: Optical and hearing-care arm of Boots UK, a national pharmacy retailer. Overlaps on sight tests, contact lenses and hearing aids but operates as part of a much wider health and beauty portfolio rather than a specialist optician.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/haineandsmith

Revenue estimate

Valuation estimate

Number of profiles

Profiles23 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Haine & Smith Opticians