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 launch an embedded protection pilot online at Fashion Eyewear and in-store at Maverick & Wolf opticians.

Rather than placing insurance as a generic add-on at checkout, Loxa built a custom integration directly into the lens prescription flow, the most complex and commercially sensitive part of the journey. Protection appears at the natural decision point, after lens configuration and before payment. No redirects. No disruption.

The programme provides 12-month cover against accidental damage and theft. Where replacements are needed, customers receive 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 are all managed by Loxa's proprietary system, keeping Fashion Eyewear's team focused on retail.

"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+ policies issued in the first 12 months of the pilot

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

The pilot validated a simple thesis. Protection can be embedded into a complex prescription journey and generate consistent attachment without disrupting conversion.

What This Means for Eyewear Retailers

The luxury eyewear category combines high-order values with everyday usage and real product fragility. Customers understand the risk. When protection is positioned clearly and embedded at the right moment, adoption follows naturally.

Fashion Eyewear's pilot shows that embedded protection works in eyewear, even when the purchase journey is bespoke. Protection is not an upsell. It is how modern retailers differentiate their brand, protect margins and strengthen customer experience.

For eyewear retailers ready to do the same, Loxa builds protection directly into the journey customers already use. Book a demo.