Ace & Tate
Netherlands
Ace & Tate is a Dutch eyewear brand from Amsterdam that launched in 2013. It sells prescription and non-prescription glasses designed and sold online.
| Origin | Netherlands |
|---|---|
| Base | Amsterdam |
| Launched | June 2013 |
| Founders | Mark de Lange, Camiel de Lange van Bergen |
| Category | Prescription and sun eyewear |
What is Ace & Tate?
Ace & Tate is an eyewear brand from Amsterdam, Netherlands. It launched in June 2013 and was founded by Mark de Lange and Camiel de Lange van Bergen. Tech.eu described it in 2015 as a possible European answer to the US online eyewear brand Warby Parker.
Products and positioning
The brand designs, produces and sells prescription and non-prescription eyewear, built around a simple price promise. At the time of the 2015 article, the offer worked as follows:
- A flat fee of 98 euros, with no extra charge for coatings or prescription lenses
- Free shipping and returns
- A Home Try-on service of up to four pairs for five days
- Frames made from acetate, with a supplier in Italy
Distribution
The 2015 report describes the company as selling online to customers in the Netherlands, Germany and the UK. It had also tested an offline pop-up shop in Berlin and planned to expand its presence in German cities. Prices and services have probably changed since then, so the figures above should be read as a description of the early business model.
Why it matters
Ace & Tate is an early European example of a direct-to-consumer eyewear brand that challenged traditional optician pricing with transparent pricing.
Frequently asked questions
Where is Ace & Tate from?
Ace & Tate is a Dutch eyewear brand based in Amsterdam.
Who founded Ace & Tate?
Ace & Tate was founded by Mark de Lange and Camiel de Lange van Bergen and launched in June 2013.