Vision Monday


Waldo, a Direct-to-Consumer Contact Lens Brand, Raises $5 Million in Series A Funding

By Staff

Tuesday, July 31, 2018 12:21 AM

LONDON—Waldo, a direct-to-consumer contact lens brand founded here, has secured $5 million (£3.7 million) in a Series A venture funding from various investors, including PROfounders Capital and YYX Ventures and Tectonic Capital, among others, according to an announcement. This new investment will fuel ongoing international expansion in Europe and the U.S. markets. The brand launched 10 months ago in the United Kingdom, and reported its move into the United States with a Tweet and a post on the company journal.

Ashleigh Hinde, 29, founded Waldo with a mission to “provide the highest quality lenses to its customers without the price, hassle or friction involved with traditional distribution channels,” according to the announcement. In the U.S., Waldo is offering a free trial that includes 10 pairs of Waldo Original contact lenses. The cost of the shipping is $2.95, according to its website. Follow-up orders are priced at $18 per box of 30 lenses, with free delivery.

Waldo ships its daily lenses to customers within 48 hours of ordering at the website Each month, Waldo replenishes a customer’s supply of lenses as needed. Waldo customers can accelerate, pause or cancel their subscription at any time. In the U.K. and Europe, Waldo said it has 50,000 daily lens wearers across 27 European countries. Last year, Waldo secured £1.3m of early funding from YYX Capital and Nigel Wray, among others.

“Waldo’s mission is to …. deliver a more customer-centric contact lens experience,” Hinde said in the announcement.

Sean Seton-Rogers, general partner at PROfounders Capital, said in the announcement: “We firmly believe that Waldo has the ability to become a globally leading, digitally-native brand in the contact lens space.”

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