Premium Eyewear, Built to Be Worn

Fashion Eyewear is a luxury prescription eyewear and sunglasses retailer with around £5m in annual online revenue, supported by physical opticians under the Maverick & Wolf banner. Their customers buy high-value frames and lenses they rely on every day.

In a category where accidental damage and theft sit outside the standard manufacturer's warranty, the goal was clear. Offer customers a fair, seamless way to protect what they wear daily, and make protection feel like part of the brand rather than something bolted on at checkout.

Built Into the Lens Prescription Flow

Fashion Eyewear partnered with Loxa to embed protection into the buying journey online at Fashion Eyewear and in-store at Maverick & Wolf opticians.

Most embedded protection sits at checkout. For Fashion Eyewear, that wasn't where the decision was being made. The real decision point came earlier, inside the lens prescription flow, where customers had already configured a high-value product and were committing to it. That's where Loxa built protection in. After lens configuration. Before payment. No redirects. No disruption. The same principle applies whether the decision point is the product page, the cart, or a custom flow. What matters is that protection sits where the commitment happens.

The programme provided 12-month cover against accidental damage and theft. Where replacements were needed, customers received vouchers redeemable with Fashion Eyewear, keeping value in-brand and reinforcing repeat purchase.

Custom Integration, Operational Simplicity

The integration proved that even in a bespoke prescription journey, protection can be embedded cleanly and without friction. Policy creation, documentation and claims handling were all managed by Loxa's proprietary system, keeping Fashion Eyewear's team focused on retail growth. The first 12 months validated the model. Fashion Eyewear and Loxa are now preparing the next phase together.

"Loxa have created an excellent route for us to seamlessly offer insurance to our prescription glasses and prescription sunglasses customers... We look forward to expanding our relationship and making product protection a key differentiator for our customers throughout the Fashion Eyewear estate."

Early Impact

700+ luxury customers protected in the first 12 months

Custom integration built directly into the lens prescription flow, not bolted on at checkout

Replacement vouchers redeemable with Fashion Eyewear, keeping value in-brand and reinforcing repeat purchase

What This Means for Your Buying Journey

Most retailers think about embedded protection as something to add at checkout. Fashion Eyewear's first year suggests a sharper question: where in your customer's buying journey does protection actually belong?

Every buying journey has a moment where a customer commits. For some retailers, it's the product page. For others, it's a configurator, a bespoke order form, or a made-to-measure quote. That moment, not the payment screen, is when protection becomes a value-add rather than an upsell.

Place protection at the decision point, and three things happen. Customers who care about the product opt in without resistance. Operations stay simple. The offer feels native to the brand. Whether you run on Shopify, Magento, BigCommerce, or a custom build, the platform doesn't change the principle. The decision point does.

For retailers ready to think about protection this way, Loxa builds it into the buying journey customers already trust. Book a demo.