Nilesh Soneji and Jamal Salloum run what is today, one of Dollond & Aitchison ( D&A’s ) most profitable retail stores in the Country. They acquired their first store in Hammersmith, in very challenging circumstances. The store was poorly managed, loss making and faced compe- tition from four major competitors in the area. Within twelve months of taking over, they turned the business around and raised turnover by 300%. their success is driven by continually delivering superior levels of service by qualified staff. They are the most recognised and suc- cessful opticians in the area and have high customer retention levels and new customer wins, mostly through recommendations. Dollond & Aitchison have recognised their success and have asked them to open other stores for them.