The last years the Dutch optical chains at a constant basis offered discounts on eyewear. First on their own non-branded collections, the last years more and more with branded eyewear. Discounts up to 50% and even branded collections for free. Consumers paid for the lenses only. Most recently Hans Anders started advertising with 50% discount on all types of lenses as well. One step further in the discounting rat race. We are curious to see how the others will respond.
