The company was started in Scotland during the late 1980s by David Moulsdale who still owns and runs the company today. David Moulsdale also has other businesses including a properties company. The original slogan used was Eyecare, We care, but this has been changed to Vision for a Better Life.
Optical Express utilises a cost based marketing approach combined with a focus on the high level of technology available at their clinics. It is clear from comments on consumer forums that the company polarises opinion with many low ratings for customer service issues. In May 2011 the BBC Watchdog program ran a feature on Optical Express relating to hidden camera filming during ten laser eye surgery consultations in ten different Optical Express clinic locations. The program was critical of Optical Express and particularly emphasised that in seven out of ten consultations, the prospective patient was not offered the opportunity to see the surgeon before the day of surgery. In a separate development, the Advertising Standards Authority upheld the vast majority of the complaints made by Ultralase about an Optical Express brochure and television advert featuring Padraig Harrington. This is the fourth judgement against Optical Express by the ASA since 2007.
In 2004 and early 2005, OE acquired a duo of services previously handled by the Boots Group, including dentistry and LASIK eye surgery. The Boots Group had suffered adverse publicity due to a perceived issue with calibration irregularities with the lasers used to perform laser eye surgery and this was one reported reason for the exit from healthcare services. The dental services business trades under the name The Dental Clinic and has recently reduced from 35 to 24 clinical locations after an initial reduction from 56 Boots locations in 2005. Further closures are ongoing during 2011.
