CHIMI
CHIMI is a Stockholm-based eyewear brand selling handcrafted sunglasses, prescription optical frames, and Zeiss-equipped ski goggles to fashion-conscious consumers via direct e-commerce, eight owned retail stores, and luxury department-store wholesale partners across Europe, the Americas, Africa, Asia, and Oceania.
- Company typePrivate
- Founded2016
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What CHIMI does
CHIMI is a Stockholm-based eyewear brand founded in 2016 by childhood friends Daniel Djurdjevic and Charlie Lindström, incorporated as CHIMI AB (Swedish registration 559050-2919). The company designs and sells handcrafted sunglasses, optical/prescription frames, and ski goggles to fashion-conscious consumers, positioning itself in the accessible-luxury segment with a Scandinavian minimalist design philosophy. Its product portfolio is organized into four pillars: the year-round Core Collection (twelve acetate silhouettes at 180 USD), seasonal and limited-edition frames (200–260 USD), the CHIMI OPTICS prescription line (220–230 USD in acetate, Japanese titanium, and steel), and a Winter/Ski collection featuring Zeiss-equipped goggles (230–330 USD).
Technically, the brand differentiates on materials and hardware rather than software: frames are handcrafted using premium acetate and "Acetate Renew" (42% bio-based and 28% certified recycled plastic with a custom CHIMI metal core), fitted with UV-protective CR39, nylon, or polarized lenses, and custom hinges and signature metal detailing. Ski goggles integrate double-layered cylindrical or toric Zeiss lenses with magnetic swap systems and anti-fog ventilation. Products carry EU Declarations of Conformity across sunglasses, optics, and ski goggles.
CHIMI monetizes through a hybrid go-to-market model: owned direct-to-consumer e-commerce (chimieyewear.com) with global shipping across Europe, North America, South America, Africa, the Middle East, Asia, and Oceania; eight owned retail stores (three in Sweden plus Paris, New York, Oslo, and Cape Town); and wholesale distribution through luxury department stores including Le Bon Marché, Browns, Selfridges, Rinascente, and YME Universe. Revenue is unit-based (pay-as-you-go) rather than recurring, supplemented by ancillary services such as in-store eye exams. Marketing leans heavily on celebrity visibility (Kendall Jenner, Hailey Bieber, Katy Perry, Paul Pogba, Quavo) and limited-edition collaborations to drive brand pull.
CHIMI firmographics
Firmographics- Name
- CHIMI
- Legal name
- CHIMI AB
- Website
- https://chimieyewear.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CHIMI is a Stockholm-based eyewear brand selling handcrafted sunglasses, prescription optical frames, and Zeiss-equipped ski goggles to fashion-conscious consumers via direct e-commerce, eight owned retail stores, and luxury department-store wholesale partners across Europe, the Americas, Africa, Asia, and Oceania.
- Ownership category
- akta.pro rank
CHIMI industry classification
Industry- Product category
- Designer Eyewear
- NAICS
- Ophthalmic Goods Manufacturing (339115), Optical Goods Retailers (45613)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Sunglasses (Non-Prescription) (CRAAAKAB)
- akta.pro secondary industries
- Prescription Eyewear Frames (Optical) (CRAAAKAA), Sport & Performance Eyewear (CRAAAKAC), Luxury Eyewear (Sunglasses & Optical) (CRAKAFAG)
Keywords
Where CHIMI is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices8 records
Markets served
CHIMI business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct E-commerce Sales: CHIMI sells directly to consumers through its owned e-commerce platform (chimieyewear.com) with global shipping. Customers can purchase sunglasses, optical frames, and ski goggles at listed prices with various payment methods including credit cards, Klarna, PayPal, Apple Pay, and buy-now-pay-later options.
- Retail Store Sales: CHIMI operates owned physical retail stores in Stockholm, Paris, New York, Oslo, and Cape Town where products are sold directly to consumers at full retail price.
- Wholesale / Department Store Distribution: CHIMI distributes through luxury retail partners including Le Bon Marché, Browns, Rinascente, Selfridges, and YME Universe. Products are sold wholesale to these retailers who resell to end consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Core Collection Sunglasses - 180 USD |
| Unit Pricing | Pay-as-you-go | Seasonal / Limited Edition - 200-260 USD |
| Unit Pricing | Pay-as-you-go | Ski Goggles - 230-330 USD |
| Unit Pricing | Pay-as-you-go | Optical Frames - 220-230 USD |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels9 records
CHIMI product offering
Product offeringCore offering
CHIMI designs and sells handcrafted sunglasses, optical/prescription eyeglass frames, and ski goggles. The portfolio is anchored by the Core Collection (12 silhouettes at 180 USD), seasonal/limited editions (Lilah, Ciro, Lea, Dele, Sim Sim, Sally, Fargo, Halo), the CHIMI x ROTATE collaboration capsule, the Winter/Ski Collection (Zeiss-equipped goggles), and CHIMI OPTICS prescription frames in acetate, titanium, and steel. Frames are produced in premium acetate, bio-based Acetate Renew (42% bio-based, 28% certified recycled plastic), and Japanese titanium, fitted with UV-protective CR39, nylon, or polarized lenses.
Product overview
CHIMI is a Stockholm-based eyewear brand offering handcrafted sunglasses and optical frames. The product portfolio consists of four main pillars: the Core Collection (12 timeless acetate/titanium sunglass silhouettes in 4-11 colorways each, priced at 180 USD), Seasonal/Limited Editions (bold statement pieces including Lilah, Ciro, Lea, Dele, Sim Sim, Sally, Fargo, Halo at 220-260 USD), the CHIMI x ROTATE collaboration (limited capsule with Rotate Note and Rotate 06 at 200-220 USD), and the Winter/Ski Collection (performance goggles SKI 01-03 with Zeiss lenses at 230-330 USD). Additionally, CHIMI OPTICS offers prescription eyeglasses including Lex, Novis, Edith, and Titan Polygon (220-230 USD) in acetate, titanium, and steel. Collections are organized by style (Square, Round, Oval, Pilot, Cat-eye, Slim, Sporty) and material (Core Acetate, Metal/Steel, Active). The brand uses Acetate Renew (bio-based and recycled materials) for many frames, UV-protective CR39 or nylon lenses, and Zeiss optics for ski goggles.
Differentiator
Problem solved
Functional benefit
Brands
- CHIMI x ROTATE: A limited-edition eyewear capsule collaboration blending ROTATE's party glamour with CHIMI's sculptural minimalism.
Products and services
- Core Collection Handcrafted acetate sunglasses in 12 timeless silhouettes (Core 01-12), each available in 4-11 earthy colorways, made from Acetate Renew or premium acetate with UV-protective CR39 lenses and silver-tone rivet hinges.
- Seasonal Collection Seasonal limited-edition sunglasses featuring statement silhouettes such as Lilah (260 USD), Ciro (260 USD), Lea (230 USD), Dele (220 USD), Sim Sim (220 USD), Sally (230 USD), Fargo (260 USD), Halo (260 USD), Giada (260 USD), Ease (144-240 USD), and Ross (156-260 USD), handcrafted in Acetate Renew with custom made hinges and signature metal trim.
- CHIMI x ROTATE Collection Limited-edition eyewear capsule collaboration blending ROTATE's party glamour with CHIMI's sculptural minimalism, including Rotate Note (220 USD, 6 colors) and Rotate 06 (200 USD, 9 colors) for nightlife and fashion-forward consumers.
- Winter / Ski Collection Winter-ready performance sunglasses and goggles featuring polarized lenses and Zeiss-equipped goggles. The collection includes SKI 01 CIME (280 USD, magnetic Zeiss lenses, anti-fog ventilation), SKI 02 CIME (310 USD, mid-to-large with universal helmet fit), and SKI 03 (330 USD, made in Italy with toric Zeiss lenses).
- CHIMI OPTICS Handcrafted prescription optical frames where timeless appeal meets playful edge, available in acetate, titanium, and steel, crafted in Stockholm. Includes models Lex (220 USD), Novis (220 USD), Edith (220 USD), and Titan Polygon (230 USD, lightweight Japanese titanium). Frames arrive with clear demo lenses and optician services are available at the Stockholm flagship store.
- Active Collection Performance sunglasses crafted with cutting-edge materials for durability and comfort, designed for outdoor pursuits including cycling and active adventures, fusing fashion and function.
- Metal Collection Sleek, durable, and lightweight metal/steel sunglasses combining minimalist style with premium materials, including the Titan Polygon model in Japanese titanium.
Quantifiable outcome
- Free eye exam (value 500kr) with purchase of glasses at the Stockholm flagship store
Companies that use CHIMI
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles5 records
CHIMI technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
CHIMI partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- ROTATEcoreCHIMI x ROTATE is a limited-edition eyewear capsule collaboration blending ROTATE's party glamour with CHIMI's sculptural minimalism. The collection includes styles like Rotate Note (6 colors, 220 USD) and Rotate 06 (9 colors, 200 USD), designed for late nights, bright mornings, and everything in between. Playful, confident, and slightly dramatic - this partnership targets nightlife and fashion-forward consumers with exclusive seasonal drops.
- Paul PogbaminorPaul Pogba collaboration with CHIMI featured in the Journal as 'Anticipation' campaign. A celebrity partnership that generates brand visibility and aspirational marketing through sports personality endorsement.
- Le Bon MarchécoreLuxury department store retail partner in Paris stocking CHIMI eyewear alongside other premium fashion brands.
- BrownscoreLuxury fashion retail partner stocking CHIMI eyewear collections.
- SelfridgescoreLuxury London department store retail partner for CHIMI eyewear distribution.
- RinascentecoreItalian luxury department store retail partner distributing CHIMI products.
- YME UniversecoreLuxury fashion retail partner distributing CHIMI eyewear.
- ZeisscoreCHIMI ski goggles feature double-layered cylindrical or toric PC lenses from Zeiss with Cat. 3 and Low Light Cat. 1 specifications. The partnership provides CHIMI with premium optical quality lenses featuring magnetic lens swap systems for the Winter/Ski collection. Goggles like SKI 02 CIME and SKI 03 include dual Zeiss lenses and anti-fog ventilation.
- HodakovaminorCHIMI created eyewear for Hodakova SS25 collection, featured in the CHIMI Journal. A fashion brand collaboration that demonstrates CHIMI's capability as a design and manufacturing partner for fashion houses.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
CHIMI competitors and assessment
Company assessmentBroad incumbents
- Persol: Heritage Italian eyewear brand owned by EssilorLuxottica selling premium sunglasses and optical frames globally through department stores and own retail. Comparable for overlapping distribution channels (luxury department stores like Selfridges) and premium acetate craftsmanship.
- Oliver Peoples: Luxury eyewear brand under EssilorLuxottica focused on premium acetate optical and sunglasses distributed through high-end optical channels and own boutiques. Comparable on premium positioning, optical-grade craftsmanship, and selective distribution.
- Ray-Ban / EssilorLuxottica: World's largest eyewear brand under EssilorLuxottica; a structural anchor competitor for sunglasses market share at every price tier. Relevant as the scale incumbent CHIMI must differentiate against given similar acetate/titanium construction.
Direct peers
- Warby Parker: Pioneer direct-to-consumer eyewear brand offering prescription glasses and sunglasses online with vertical integration and physical retail. Most comparable to CHIMI for its DTC-first model, mid-premium price point, and emphasis on design + affordability.
- Jacques Marie Mage: Independent, design-driven luxury eyewear brand with limited production runs, artist collaborations, and a Los Angeles design ethos. Closely comparable on indie positioning, limited drops, premium pricing, and fashion-editorial brand building.
- Linda Farrow: London-based luxury eyewear brand known for designer collaborations, vintage-inspired acetate frames, and high-fashion positioning. Comparable to CHIMI for its focus on premium acetate craftsmanship and luxury-fashion collaborations.
- Sunday Somewhere: Fashion eyewear brand from Australia selling premium sunglasses with bold designer aesthetics and selective department-store distribution. Comparable to CHIMI for targeting fashion-forward female consumers and mid-premium price tiers (180-300 USD).
- Gentle Monster: Korean fashion-forward eyewear brand blending luxury positioning, celebrity tie-ins, experiential retail, and artist collaborations. Direct peer given CHIMI's similar fashion-luxury positioning, celebrity endorsements, and limited-edition drop model.
- Garrett Leight California Optical: Independent premium eyewear brand offering California-inspired optical and sunglasses with own boutiques and wholesale. Comparable in independent ownership, premium pricing, boutique-and-DTC distribution, and design-led positioning.
Emerging players
- Krewe: New Orleans-based independent eyewear brand known for bold fashion sunglasses and optical frames at premium price points with strong DTC and boutique wholesale. Comparable to CHIMI for indie positioning, premium pricing, and contemporary fashion appeal.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
CHIMI social profiles
Digital presenceCHIMI compliance and trust
Trust signalCompliance3 records
CHIMI financial estimates
Financial estimateRevenue estimate
Valuation estimate
CHIMI leadership team
Management profileNumber of profiles
Profiles2 records
CHIMI funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CHIMI M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CHIMI
What does CHIMI do?
CHIMI designs and sells handcrafted sunglasses, optical/prescription eyeglass frames, and ski goggles. The portfolio is anchored by the Core Collection (12 silhouettes at 180 USD), seasonal/limited editions (Lilah, Ciro, Lea, Dele, Sim Sim, Sally, Fargo, Halo), the CHIMI x ROTATE collaboration capsule, the Winter/Ski Collection (Zeiss-equipped goggles), and CHIMI OPTICS prescription frames in acetate, titanium, and steel. Frames are produced in premium acetate, bio-based Acetate Renew (42% bio-based, 28% certified recycled plastic), and Japanese titanium, fitted with UV-protective CR39, nylon, or polarized lenses.
Is CHIMI a public or private company?
CHIMI is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CHIMI founded?
CHIMI was founded in 2016. It employs 11 to 50 people.
Where is CHIMI based?
CHIMI is headquartered in Stockholm, Sweden, in the Europe region.
How does CHIMI make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Store Sales and wholesale / Department Store Distribution.
Who are CHIMI's main competitors?
Broad incumbents on record are Persol, Oliver Peoples and Ray-Ban / EssilorLuxottica. Direct peers are Warby Parker, Jacques Marie Mage, Linda Farrow, Sunday Somewhere, Gentle Monster and Garrett Leight California Optical. Krewe is listed as an emerging player.
Does CHIMI have an API?
No public API is recorded for CHIMI.
What industry is CHIMI in?
CHIMI's product category is Designer Eyewear. Its primary akta.pro industry code is CRAAAKAB, Sunglasses (Non-Prescription), with a secondary code of CRAAAKAA, Prescription Eyewear Frames (Optical). Its NAICS code is 339115 and its SIC code is 3851.