Synsam Announces Alicia Lind and Isak V Launches, Partnerships, and Record Earnings

Synsam Group has launched Isak V™, a new eyewear brand designed and manufactured in Sweden at its Production and Innovation Center in Frösön. This release marks a step in Synsam’s strategy to reshore production from Asia, with annual output expected to exceed 250,000 frames by 2028, up from approximately 100,000 in 2025. The Isak V collection comprises 14 ophthalmic acetate frames and three sunglasses featuring modern Scandinavian design, combining acetate fronts with metal temples. Priced at a recommended retail price of SEK 1,750, the collection will be available in all Synsam stores across the Nordic region starting February 12, 2026. CEO Håkan Lundstedt stated that consolidating design and production locally strengthens competitiveness and reduces dependency on global supply chains.

Synsam Group announced strong fourth-quarter results for 2025, with net sales rising 9.4% to SEK 1,784 million and organic growth reaching 11.4%. Full-year net sales increased 9.8% to SEK 7,065 million, supported by a 10.4% rise in spectacles subscription revenue and a customer base of approximately 756,000 subscribers. The company reported an EBITDA margin of 23.2% for the quarter and proposed a dividend of SEK 1.80 per share. Strategic developments included the full implementation of Synsam EyeView in Sweden and Norway, the launch of smart glasses (including Ray-Ban Meta, Oakley Meta, and Nuance), and the establishment of a new e-commerce warehouse to meet online demand. Synsam also expanded its store network, opening 24 new locations in 2025, and integrated second-hand frames into its standard assortment.

Synsam Group has launched Alicia Lind, a new eyewear brand designed and manufactured at its Production and Innovation Center in Frösön, Sweden. This initiative supports the company's strategy to reshore production and enhance supply chain resilience. The collection includes 14 ophthalmic acetate frames and six sunglasses, targeting modern women with high-quality designs at an attractive price point. Recommended prices are SEK 2,500 for eyeglasses and SEK 1,500 for sunglasses. The brand will be available in all Synsam stores across the Nordics starting March 12, 2026. Synsam reported producing approximately 100,000 frames in 2025, with plans to double capacity to around 200,000 frames in 2026.

Synsam Group launched Alicia Lind™, a new eyewear brand designed and manufactured at its Production and Innovation Center in Frösön, Jämtland. The collection includes 14 ophthalmic acetate frames and six sunglasses, available in all Synsam stores across the Nordics starting March 12, 2026. Recommended prices are SEK 2,500 for eyeglasses and SEK 1,500 for sunglasses. This launch supports Synsam’s strategy to reshore production and increase value chain control. The Frösön factory, inaugurated in 2022, produced approximately 100,000 frames in 2025, with plans to double output to roughly 200,000 frames in 2026. CEO Håkan Lundstedt stated that local production aims to improve flexibility, reduce supply chain risks, and strengthen margins over time.

Synsam Group will open its premium concept, NK Eyewear & Optics, at Nordiska Kompaniet in Gothenburg on April 23. This follows the successful launch of the same concept in Stockholm. The 180-square-meter ground-floor store features over 1,000 frames from approximately 30 exclusive brands, including Bottega Veneta, Tom Ford, Celine, Loewe, Dior, and Cartier. The location combines high-end fashion with clinical expertise, offering fully equipped eye examination rooms staffed by licensed opticians who utilize advanced technology such as OCT cameras for retinal imaging. Trained style experts guide customers through frame and lens selection, aiming to merge functional vision needs with individual style preferences. President and CEO Håkan Lundstedt describes the venue as a luxury destination designed to elevate the overall retail experience for style-conscious consumers.

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.

Synsam Group announced an exclusive collaboration with Swedish artist Carola Häggkvist, naming her a new brand ambassador. The partnership includes the development of a personal sunglasses and eyeglasses collection inspired by Scandinavian design, scheduled for launch in early 2027. This initiative follows Synsam’s earlier collaboration with Erling Haaland and aims to leverage high-profile identities to enhance its exclusive product lines. Design work begins this autumn, with parts of the collection manufactured at Synsam’s production center on Frösön, Sweden. The final products will be available exclusively through Synsam stores across the Nordic region and via the company’s e-commerce platform. Chief Marketing Officer Susanne Westford stated the strategy focuses on combining personal style with Synsam’s expertise in design and eye health.