Opticians propels 2020 growth strategy with its latest acquisition

Yorkshire-based Bayfields Opticians and Audiologists has made its first acquisition of 2020, as it continues to expand its portfolio.

In acquiring Charnley’s Opticians in Royal Leamington Spa, Bayfields will take on the practice’s 7,500 annual eye examinations – making it Bayfields’ largest practice by volume – as well as the company’s 15 members of staff who will become permanent employees with the Yorkshire-headquartered firm.

Charnley’s, which has been practicing for over 100 years, will retain its own branding for approximately 12 months, but Bayfields will begin to introduce additional services to customers within six months. These include audiology, with free hearing tests and trials of hearing solutions available, as well as an improved contact lens service.

The number of testing rooms will be doubled to cater for more appointments, while eye appointments will be extended from 30 minute to 45 minutes to allow for a more thorough examination of eye health and vision.

Founded in 2004, Bayfields has grown from being a name in optical health provision across Yorkshire to a national brand. This latest acquisition takes its total of practices to 19 across the country, and the business aims to have 40 branches across the UK by 2025.

In a joint letter sent to customers informing them of the sale, current Charnley’s owners Rod Jenkins and Bernard Reilly – who will now step down to retire – said: “We’ve always put our clients first, and we’re confident that you’ll agree wholeheartedly with our choice of Bayfields.”

Royston Bayfield, founder and managing director of Bayfields Opticians and Audiologists, said: “We have already spent several months taking time to understand Charnley’s and the lifestyle of its customers, so we can truly hit the ground running and start finding new solutions to their eye and ear health issues.

“We’ve also identified ways we can develop the business, introducing additional services to ensure it remains one of Leamington Spa’s most trusted and professional services.

“In acquiring this practice and its outstanding team, we will further strengthen our offering as optical and audio specialists. This is yet another milestone in our plans to grow the Bayfields brand exponentially in the next five years. It is a very exciting time and just a sign of things to come.”