VOLUME 2: ONWARDS AND UPWARDS, THE GOOD NEWS.

We discuss Dresden’s next big ticket items with our CEO, Erkin Solak. With new platforms and products nearing launch, our chief strategist talks about the some of the core values that drive Dresden’s mission.

We’re well on our way to becoming a truly global omni-channel business, with our commitment to manufacturing in Australia, with sustainable materials, being our unique platform.

What do you value most about Dresden’s culture and vision?

Dresden comes about things differently, not just in our vision to make high quality glasses and eye care as affordable and ubiquitous as a toothbrush, but also in the very DNA of our company culture. In fact right from the get go we set out to disrupt, re-invent and ultimately change the eyewear industry for good. We saw an industry completely bogged down with big companies that are invested in perpetuating the myth that prescription glasses and optics are complicated, and should therefore be expensive and oblique. We created a management team of great people with zero optical industry experience, and began lifting the rug on everything from frame manufacturing to health services, and even making glasses on the spot. While it brought unique challenges, 7 years on, this approach has set us apart and we believe it has been instrumental in establishing trust in our community, and the reason our customers have continued on the journey with us.

How does Dresden differentiate in the market?

We’re well on our way to becoming a truly global omni-channel business, with our commitment to manufacturing in Australia, with sustainable materials, being our unique platform. The ‘Made in Australia’ tag is highly respected internationally as well as at home as it assures consumers of high quality and ethical standards being practiced. It also put us in excellent stead during the pandemic in terms of not being challenged by the supply chain issues that other businesses struggled with. Aussie made means practical and durable – our frames are built to last, and our customers love that we guarantee this for 10 years, no questions asked. We’re also incredibly proud to deliver an environmentally responsible product without the high price tag. Our recycled frame ranges are offered at the same affordable price as our recyclable product. We believe our customers shouldn’t need to pay more to buy recycled products or saving our planet shouldn’t be a luxury!

What’s next for Dresden?

Over the past two years we have put the ‘pedal to the metal’ in developing and fortifying our custom made ecommerce platform, CRM and contact centre to significantly broaden our channel offering. We will shortly launch a number of new products and services including a virtual try-on application and a remote pupil distance measuring system. Our most exciting and game changing project, nearing the final stages of development, will be delivering a full range of progressive and multifocal glasses for our remote and online customers. Dresden’s standardised, universal frame shape simplifies the process of taking bespoke measurements for custom lenses, and we could’t be more pumped to deliver more convenience, and better solutions for our customers.