Cubitts
Cubitts is a London spectacles maker founded in 2013 by Tom Broughton. It designs optical frames and sunglasses, sold with eye testing in its own stores, including made to measure and bespoke options.
| Founded | 2013, London |
|---|---|
| Founder | Tom Broughton |
| First shop | King's Cross, 2014 |
| Service | On site eye testing |
| Tiers | Core, made to measure, bespoke |
| Website | cubitts.com |
What is Cubitts?
Cubitts is a British eyewear brand that positions itself between budget optical chains and exclusive high end boutiques, offering quality frames and service at a fair price. The founder has said the brand does not see itself as a fashion label and favours classic, understated styles intended to last for decades.
History
Tom Broughton started Cubitts in 2013 from his flat on Cubitt Street in King's Cross, naming the business after the Cubitt brothers, 19th century London builders. The first shop opened in King's Cross in 2014, and the brand has since added further stores.
Products and positioning
The offer is structured in three tiers:
- A core collection of spectacles and sunglasses
- Made to measure frames
- Fully bespoke frames, supported by head scanning technology for fittings
Each store also carries made to measure frames unique to its location. Cubitts has collaborated with Phoebe English, Sunspel and Liberty.
Distribution
Cubitts sells mainly through its own stores, which provide on site eye tests, and online. Wholesale is selective, with partners such as Liberty and MR PORTER.
Why it matters
Cubitts is an example of a vertically integrated, direct to consumer eyewear brand that combines retail optometry with design led product.
Frequently asked questions
Who founded Cubitts?
Cubitts was founded in 2013 by Tom Broughton in King's Cross, London.
Why is it called Cubitts?
The name comes from Cubitt Street, where the brand started, and the Cubitt brothers, 19th century London builders.