Established Singapore opticians are tweaking their offering as newcomers disrupt the market.

Singapore’s largest optical chain, Spectacle Hut, has cut prices by up to 30 per cent for 700 of its designer items, claimed to be part of seasonal price adjustments. Established 20 years ago, the chain has 36 outlets in Singapore.

Even 30 years older than Spectacle Hut, 16-store Nanyang Optical is planning to launch online – going head-to-head with Filipino firm For Eyes, which launched a website in 2014 offering Singaporeans self-designed eyewear and frames. However, Nanyang Optical’s customers will be able to browse products online before going to the store.

Meanwhile, the Eyecare Studio has bought equipment to enable it to produce prescription lenses within half an hour. Launched eight years ago, it has three outlets.

Three years ago the market was disrupted when Owndays from Japan entered the market. Now the chain has 18 stores, promising to produce prescription spectacles within 20 minutes – something Nanyang Optical matches at its Orchard Rd shop, where MD Bernard Yang says the brand focus, however, is on quality rather than speed.

Other incoming fashion-focussed retailers include Hong Kong’s eGG, owned by Stelux Holdings, and Mujosh.