Leading eyewear company, Bailey Nelson is celebrating the opening of its 100th global store in Frankston, Victoria, which coincides with the brand’s 10th anniversary.

Australia is home to over 50 Bailey Nelson stores, with the others spread across New Zealand, the UK and Canada – the latter a major and growing market for the brand.

Bailey Nelson CEO and co-founder, Nick Perry said the store opening was a major milestone signaling a new phase of growth after 10 years of startup success.

“It’s a big deal to reach 10 years of business. We’re proud of our achievements and our team, but there is more to come. Our goal is for a Bailey Nelson store to be in every major shopping precinct across Australia, New Zealand and Canada. Over the next few years, we plan to double our stores and consolidate across key global markets,” he said. 

In addition to store growth, Bailey Nelson is improving the user experience on its website and social media, and building a mobile commerce application which will leverage its industry-leading AR/3D Virtual Try On experience that helped drive a six times increased conversion rate for those using the service in 2021.

“On the product side, our model resonates with consumers of all ages. We are proud to have made buying eyewear a joyful experience that’s accessible to everyone, no matter their budget. Over the last two years, we’ve also invested in growing our technology and executive management teams in Australia and Canada. We know where we need to get to and are developing the infrastructure and people power to make that happen.”

The store will offer eye tests at least five days a week and be equipped with an OPTOS machine, one of the most sophisticated imaging tools available that allows the optometrist to view the back of the eye at a resolution four times greater than a traditional retinal camera, which can only examine around 20% of the retina.

The new Frankston store also features a new layout that will be replicated across future store openings and includes a unique lightbox art piece designed by Thomas Hedger.