Waldo, a new e-commerce venture in the U.K., launched this week, delivering daily contact lenses direct to the consumer via an online shopping experience.
“Similar to e-commerce brands such as Warby Parker, who sells affordable designer glasses online, and SIMBA, who produces affordable premium mattresses with a next-day delivery, Waldo has emerged as an industry innovator with the same ambition,” according to the press release from the company.
Waldo is the brainchild of Ashleigh Hinde, a 28-year-old Harvard graduate.
The company reported that it delivers high-quality products direct to consumers without the mark-up by taking less margin and cutting out the middle man.
Waldo also features an in-house optometrist to provide expert advice.
To place an order, customers need to provide prescription details, or Waldo will arrange for an eye examination for patients.