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Javad Namazie and Darryn Tan are changing the way disposable contact lenses are sold. PHOTO:YEN MENG JIIN
Friends Darryn Tan and Javad Namazie, who met in primary school, got tired of the high costs and regular visits to the optician for their disposable contact lenses, and believe that buying them can be a more pleasant experience.
In April 2018, they launched Two of a Kind (TWOOAK), the first direct-to-consumer contact lens brand in Singapore and possibly Asia.
The duo, both 39, have been wearing contact lenses for 26 years. A lawyer by training, Mr Namazie wears lenses for sports and Mr Tan, "for vanity reasons", he says. Neither have a background in optometry.
What they didn't like about the current sales scene for contact lenses was that "pricing is unnecessarily inflated, approximately 15 times more than the cost of manufacturing them", says Mr Tan, who used to spend about S$4 for a pair.
The duo could not believe that even though advances in technology and scale allow major manufacturers to produce lenses at a fraction of the cost compared to a decade ago, retail pricing for contact lenses has risen steadily.
They believe that a new entrant like themselves would be able to bring prices down.
"By going direct-to-consumer, we create a win-win situation," says Mr Tan, a former management consultant. "We splurge on quality products and materials and take out the other unnecessary traditional markups so the price to the consumer is affordable and sensible."
Two of a Kind lenses are available on a subscription plan. PHOTO:YEN MENG JIIN
TWOOAK lenses cost S$50 for a month's worth of lenses. Mr Tan says that is about 65 per cent less than what users would usually pay. "If you are a daily wearer like ourselves - you're spending S$500 to S$700 less a year on your daily contacts."
The lenses are sold online, and the company even offers a subscription service, where lenses are automatically sent to the user at specific times, saving them travel time. Prices are cheaper for a longer subscription period.
New customers are required to book an appointment for an eye examination with their in-house optometrist, before they are given a few complimentary pairs of lenses to try at home.
Mr Namazie says: "We get to engage our customers personally. For their part, they get a qualified and objective eye health assessment."
The contact lenses are designed for high comfort. PHOTO:YEN MENG JIIN
Mr Tan believes that no one has changed the way disposable contact lenses are sold because industry players have not felt a need to change anything. He explains that optical stores can easily stock and retail lenses from major brands. "The pricing, marketing and product trust has already been established," he says. "The 15 times markup means there's plenty of money for everyone to profit from business-as-usual."
The duo however were confident that their direct-to-customer business model would appeal to consumers. As part of their research, they tested 30 brands of contact lenses to test for fit and comfort. The lenses are manufactured in a global medical sciences manufacturing hub in Taiwan and approved by the Singapore Health Sciences authority. They also come with Class I UV protection - the industry's highest certifiable standard.
They also worked closely with regulatory bodies to rigorously review and approve their product and supply chain.
They now have 300 customers, and their three-month subscription service is the most popular.
Mr Tan says it is too early to talk about their five-year plan. "For now we are focusing on nurturing and sustaining the business locally before potentially expanding into other markets."
This story was first published in The Business Times. Click here to read the original story.