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Waldo

A review from Thingtesting

Contact lens subscription service 🕶

I’ve been using contact lenses for the past 12 yrs. I originally signed-up with an incumbent, and I’ll admit that until today the service was good enough, hence why I never churned. However, every time I had to engage with the company, whether it was for an upgrade or redelivery, the experience was incredibly painful. So, after suffering from an eye infection I decided to switch from “monthly’s” to “daily’s” and I saw this as an opportunity to try out Waldo.

My experience was 10x. Here’s why. Firstly, it was refreshing engaging with a modern consumer brand. The e-commerce experience was smooth and quick (3 steps), and I loved the simplicity. I ordered the “original” and 2 days later the lenses arrived in really smart packaging. Now, to the most important bit, the lenses.

They immediately felt comfortable and remained moist after 10 hours.

It has now been 3 weeks and I am very happy with them and the overall Waldo experience. Huge congrats to @ashleighhinde and the team!

📝 from a VC:

Waldo has nailed a frictionless user experience together with a brand that resonates with today’s consumer.

The lifetime value and the fact that the segment is dominated by incumbents are key attractions of this vertical.

In terms of lifetime value, people stick to contact lens service for decades. On the flipside, it feels like to date most of the innovation has taken place on branding and experience, as supposed to on the product itself (i.e. the lens), which points to the lack of defensibility. I’d love to see Waldo overtime go further downstream and disrupt the entire value chain. Disclaimer: D2C is not my focus as a VC and I’m by no means an expert, I just have bad eyesight. 😎

Quick Stats

From: Launched 2016, London 🇬🇧

Founder: Ashleigh Hindebr />
Ships: Ships to US, UK and throughout Europe 🌍

Lenses: 2 types of lenses; the “Original” and the ultra-hydrating “Vitamin” version

Price: £12 for a box with 30 lenses, and £16 for vitamin (free trial!)

Market Contact lenses represent a $12B global market

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