Synsam Group announced an exclusive partnership with football star Erling Haaland, launching a collection of 64 eyewear frames for women, men, and youth. The collection will be available in Synsam’s core Nordic markets (Sweden, Norway, Finland, Denmark) via stores and online, while simultaneously entering international e-commerce through synsam.com in Germany, the UK, France, Italy, Spain, and Poland. CEO Håkan Lundstedt described this as a major investment in trying new sales channels internationally. Additionally, a limited edition of 999 gold-colored sports glasses will release on June 9 ahead of the FIFA World Cup, available in selected stores and online across all core markets.
Editorial relevance: Synsam's partnership with Erling Haaland marks a strategic expansion into international e-commerce, leveraging celebrity endorsement to drive online sales in new European markets.
Synsam Group reported net sales of SEK 1,773 million for Q1 2026, up 3.8 percent, with organic growth at 5.6 percent. EBIT increased to SEK 186 million, and cash flow from operating activities rose to SEK 374 million. Net sales from spectacles subscriptions grew 6.1 percent, reaching approximately 770,000 customers. Following the quarter, Synsam announced an exclusive strategic partnership with football star Erling Haaland. This collaboration involves launching a new collection of eyewear, sunglasses, and sports eyewear. Crucially, this initiative marks Synsam’s launch of online sales via synsam.com in selected European markets, aiming for cost-effective international expansion beyond its core Nordic operations.
Editorial relevance: Synsam Group's Q1 report highlights improved profitability and announces a strategic partnership with Erling Haaland that includes launching online sales in selected European markets, marking a significant step in their cross-border e-commerce expansion.
Mister Spex SE reported €57.8 million in revenue for Q3 2024, a 3% year-on-year decline primarily driven by the closure of international stores in Scandinavia, Austria, and Switzerland under its "SpexFocus" restructuring program. Despite the overall drop, the core German market grew by 2%, with prescription glasses revenue rising 4% globally and 5% in Germany. The company achieved a significant gross margin improvement of 302 basis points to 48.8%, attributed to a higher share of high-margin products like the new "SpexPro" premium lens private label and reduced promotional discounts. Average order value increased by 3% to €99.4. Adjusted EBITDA fell to -€1.4 million from €0.2 million in the prior year. Mister Spex confirmed its full-year guidance of €210–€230 million net revenue.
Editorial relevance: Mister Spex's Q3 results highlight the impact of strategic international store closures on revenue while demonstrating margin improvements through premium private label lenses and reduced discounting in its core German market.
Mister Spex reported preliminary unaudited figures for 2024, confirming net revenue declined by 3% to approximately €216 million, within its guidance range of €210–€230 million. This decline was primarily driven by the closure of all international stores in the fourth quarter as part of the SpexFocus transformation program. Despite this, the core German market achieved 2% like-for-like growth, with brick-and-mortar stability offsetting broader declines. Adjusted EBITDA turned negative but remained within the guided range of +1% to -4%. Average order value for prescription glasses rose 12% year-over-year, aided by the September launch of the SpexPro lens portfolio. Cash balance exceeded €70 million at year-end. Audited results and 2025 outlook will be published on March 27, 2025.
Editorial relevance: Mister Spex's confirmed guidance and like-for-like growth in Germany highlight the resilience of its omnichannel model despite international store closures and reduced discounting.
On August 4, 2025, Mister Spex launched "Mister Spex Switch," becoming the first optical retailer in Germany to offer a subscription-based eyewear rental model online. The service allows customers to select at least two pairs of glasses during checkout, with the option to exchange one model after twelve months. The package includes insurance, free lens adjustments, and an annual eye health check, providing access to approximately 100 brands and 12,000 products. Following its retail store launch on May 14, 2025, which saw over 3,000 subscriptions and accounted for around 10% of total store revenue in June and July, the digital expansion aims to scale recurring revenue streams. CEO Tobias Krauss noted that the subscription model drives higher average order values, approximately three times those of standard purchases, and attracts new customers, with over 40% of subscribers being first-time buyers.
Editorial relevance: Mister Spex's introduction of an online subscription model for eyewear rental represents a significant shift in the German optical market, aiming to drive recurring revenue and enhance customer retention through digital channels.
Mister Spex announced that its German stores achieved a 16% year-on-year increase in revenue during the Black Friday 2025 campaign period. The online platform recorded over 1.2 million visits during this time. In-store sales were driven by a 14% rise in prescription glasses and an increase of more than 20% in sunglasses. Optical services remained in high demand, with approximately 20,000 eye exams and over 500 eye health checks conducted throughout the campaign, including around 5,000 eye exams during the weekend alone. The 'Mister Spex Switch' subscription model, launched in May 2025, saw new subscriptions rise by 63% compared to the pre-campaign period, accounting for 13% of total store sales.
The Central Association of Opticians and Optometrists (ZVA) released its 2025/26 industry report, indicating a stable but less dynamic German optical market. Revenue rose by 0.6% in 2025 to over €7 billion, lagging behind inflation, while complete eyeglass sales dropped 2% to nearly 12 million units. The number of optical businesses fell to approximately 10,700, with the top ten companies now holding 55% of total revenue. Online sales of glasses and accessories remained insignificant at a 5% revenue share, with only 6% of purchases decided online. ZVA President Kai Jaeger noted that structural changes are advancing, particularly affecting small owner-operated businesses due to succession issues. The report emphasizes that personal consultation remains the dominant model, though digital tools like online booking are increasingly adopted.
Editorial relevance: The report provides authoritative data on the German optical market, highlighting that online sales remain a minor channel compared to brick-and-mortar retail.