Bluefly Launching Eyefly Eyewear E-Shop

Elin Kling
Photo courtesy of Bluefly
Bluefly will soon launch, a prescription eyewear site.

Bluefly's latest venture has some real specs appeal. WWD is reporting that the popular e-tailer will soon launch, an e-commerce site devoted to prescription eyewear.

A joint venture with fashion eyewear marketer A+D Labs, Eyefly will sell men's and women's frames and single-correction lenses for just $99 (no, you don't need your eyes checked). Sunglasses and, down the road, progressive frames will also be available.

"This makes perfect sense,” Bluefly CEO Melissa Payner told the paper. “The first thing you see when you look at a person is their glasses, and we have an increasingly young population spending their time online or on their cell phones, PDAs, mobile devices. They live online and they love shopping online.”

Read the whole story at WWD.