Brillen.de

What Brillen.de does

Brillen.de, operated by parent company SuperVista AG, is a German online-to-offline eyewear retailer founded in 2012 that sells prescription glasses and sunglasses through a hybrid model combining a digital booking platform with a physical service network. Customers schedule appointments online and receive free eye tests, consultation, frame selection, and fitting at more than 500 partner opticians across Germany and Austria, supplemented by 60+ company-owned retail stores opened from 2020 onward. The product portfolio spans an entry-level discount range (complete glasses from €15, progressive lenses from €59) under the core brillen.de brand, a premium designer-and-lens bundle under TGBO (The Good Brand Opticians), and the proprietary STEINER-Vision lens platform featuring individually computed progressive and single-vision designs.

The company runs its own German lens production facility using FreeForm diamond-milling technology, which underpins a vertically integrated cost structure and supports claimed savings of up to 80% versus traditional opticians. The technology stack includes AI-powered customer service (Melibo chatbot), 3D AR-based virtual try-on (KiksAR with Apple AR-Kit), telemedicine eye testing (Remote Eyetest GmbH), and server-side performance optimization (Baqend). Revenue is generated primarily through one-time glasses sales supplemented by 24-month 0% installment plans (via Payla BNPL and Stripe), gift voucher e-commerce (10% discount), affiliate/referral commission from the DFV Deutsche Familienversicherung insurance partnership (up to €300 eyewear credit per policy), and the Family+ Club loyalty cashback program (5% on purchases). The company serves primarily value-conscious consumers in Germany and Austria, with a secondary premium segment targeted via STEINER-Vision and TGBO, and has begun expanding B2B services to the broader optical industry as of 2023.

Name

Brillen.de

Legal name

SuperVista AG

Website

https://brillen.de

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Brillen.de, operated by SuperVista AG, is a German D2C eyewear retailer selling prescription glasses via online booking at 500+ partner opticians and 60+ own stores across Germany and Austria, leveraging in-house FreeForm lens production for entry-level (from €15) and premium TGBO/STEINER-Vision offerings.

Ownership category

akta.pro rank

Product category

Discount Eyewear Retail

NAICS

Optical Goods Retailers (456130), Ophthalmic Goods Manufacturing (339115)

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

Eyewear Retail & DTC Brands (Frames & Sunglasses) (CRAAAKAK)

akta.pro secondary industries

Prescription Eyewear Frames (Optical) (CRAAAKAA), Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment) (HLAHAJAD), Sunglasses (Non-Prescription) (CRAAAKAB)

Keywords

• Discount eyeglasses
• Progressive lenses
• Online eyewear retail
• Prescription glasses
• FreeForm lens manufacturing

Headquarters

HQ city

Schönefeld

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Glasses and Frames Sales: Sale of complete glasses including frames and lenses through partner opticians and own retail stores. Revenue generated from single vision glasses (starting at €15), progressive glasses (starting at €59), and premium STEINER-Vision products.
2. Monthly Payment Plans: 24-month installment plans with 0% interest for premium frames and lenses. Purchase price distributed over 24 months with no hidden fees or bank involvement.
3. Insurance Partnerships: Commission/referral revenue from DFV Deutsche Familienversicherung partnership. Customers receive up to €300 eyewear credit when purchasing insurance, driving customer acquisition.
4. Gift Vouchers: Sale of gift vouchers with 10% discount for purchasers. Vouchers delivered via PDF email and redeemable at partner opticians.
5. Family+ Club Membership: Referral program where members earn 5% cashback on purchases and receive €20 instant credit for referrals. Drives recurring customer engagement and acquisition.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Brillen.de is an omnichannel eyewear retailer selling complete prescription glasses (frames plus single-vision or progressive lenses) primarily to consumers in Germany and Austria. Orders are taken online, eye tests and fittings are delivered via a network of more than 500 partner opticians plus company-owned stores, and lenses are produced in-house using FreeForm diamond-milling technology. The portfolio spans budget glasses starting at €15, mid-tier progressive glasses from €59, premium STEINER-Vision lenses, the TGBO designer-frames sub-brand, related accessories, and bundled insurance.

Product overview

Brillen.de is an omnichannel eyewear retailer operating as a platform-plus-partner model, combining an online discount eyeglasses service with over 500 partner opticians and company-owned stores in Germany and Austria. The core offering comprises budget eyeglasses starting at 15 EUR (with single-vision lenses) and progressive lenses from 59 EUR, sold through the brillen.de discount brand. The portfolio includes the premium STEINER-Vision lens sub-brand (featuring OptiFit, ClearSight, and ClearSight 360 progressive designs with RelaxView technology and double-sided progressive design), the TGBO premium designer eyewear sub-brand combining STEINER-Vision lenses with international designer frames, own-brand frame collections (Archipielago, Gino Vega, John Brandon, Stig Jacobsen, Hipster Berlin, 3U), and insurance products through DFV partnership. Digital services include 3D virtual try-on (KiksAR), remote eye testing (Remote Eyetest GmbH), AI chatbot (Melibo), and a Family+ Club loyalty program. The company operates its own lens production facility using FreeForm technology.

Differentiator

Problem solved

Functional benefit

Brands

• TGBO (The Good Brand Opticians): Premium sub-brand of brillen.de combining STEINER-Vision precision lenses with international designer frames, offering monthly payment plans and vision protection insurance.
• STEINER-Vision

Products and services

• brillen.de Standard Eyeglasses Complete prescription eyeglasses including frames and single-vision or progressive lenses, sold through 500+ partner opticians and company-owned stores in Germany and Austria. Single-vision glasses with frames start at €15, progressive glasses from €59, and every order includes a free professional eye test, scratch protection, and a 60-day satisfaction guarantee.
• STEINER-Vision Lenses Premium in-house precision-lens brand featuring technologies such as point-by-point optical optimization, RelaxView near-prism for digital eye strain, double-sided progressive design (ClearSight), and full individualization based on pupillary distance, eye movements, frame inclination, and corneal distance. Includes a 24-month vision-strength protection guarantee.
• TGBO Premium Eyewear (The Good Brand Opticians) Premium-tier eyewear package bundling STEINER-Vision lenses with international designer frames. Sold via dedicated TGBO partner opticians with a 24-month 0% interest installment plan, free second pair of lenses, €50 second-frame discount, and full Brillenversicherung insurance covering vision changes from ±0.5 dpt (100% free replacement) and breakage damage (75% reimbursement).
• Eyeglass Frames Collection Standalone frame catalogue combining brillen.de private-label brands (Archipielago, Gino Vega, John Brandon, Stig Jacobsen, Hipster Berlin, 3U) with licensed designer brands (Ray-Ban, Emporio Armani, Versace, Vogue). Available frame materials include acetate, titanium, and aircraft-grade plastic, with Flex-Technology shape-memory frames in the range.
• Brillenversicherung (Glasses Insurance) Glasses insurance policy covering vision-strength changes (100% free lens replacement from ±0.5 dpt) and damage (75% reimbursement) over a 24-month term. Included in TGBO premium packages and All-in offers, underwritten by focus Assekuradeur GmbH.
• Versicherungs.deals Insurance Products Cross-sold insurance offering through DFV Deutsche Familienversicherung covering dental, supplemental health, hospital, liability, travel health, pet, and income-protection policies, with up to €300 of eyewear credit redeemable at brillen.de as a customer-acquisition incentive.
• Family+ Club Loyalty Program Loyalty and referral program giving members €20 instant credit on joining, 5% cashback on purchases, and €20 credit per successful referral, with accumulated credit valid for 12 months and combinable with other discounts. Up to 5 members per group.
• Brillen.de Gift Vouchers Gift vouchers available in €25, €50, €100, €150, €200, €250, and €300 denominations, sold at a 10% discount, delivered by email as PDF, and redeemable at any brillen.de partner optician in Germany and Austria.
• Remote Eyetest (Telemedical Eye Examination) Standalone telemedical eye-test service delivered under ophthalmological supervision by Remote Eyetest GmbH, with refraction data transmitted to brillen.de for lens production. Marketed to customers who cannot or prefer not to visit an optician in person.

Quantifiable outcome

• 3 million+ satisfied customers achieved through value pricing and service quality
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration25 records

AI capability4 records

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• DFV Deutsche Familienversicherung AGcoreStrategic or Co-development PartnerStrategic insurance partnership offering brillen.de customers exclusive insurance products (dental, health, liability, travel) with up to €300 eyewear credit on their myBrillen account upon purchase. DFV was multiple Stiftung Warentest test winner for dental insurance. Partnership provides additional revenue stream and customer acquisition channel.
• Remote Eyetest GmbHcoreTechnology or IntegrationTelemedicine partner for remote eye testing under ophthalmological supervision. Enables customers to receive eye tests remotely when organizational and technical setup at specific locations allows. Seamlessly integrates with appointment booking system.
• STEINER-VisioncoreStrategic or Co-development PartnerPremium lens brand featuring proprietary technologies including point-by-point precision optimization, RelaxView near prism, and double-sided progressive design. Hybrid concept combining digital efficiency of modern manufacturer with local craft expertise. 360+ partner opticians trained as STEINER-Vision specialists.
• StripecoreTechnology or IntegrationPayment processing partner for credit card transactions. Stripe Payments Europe Ltd, 1 Grand Canal Street Lower, Dublin, Ireland. Handles payment data directly, certified under EU-U.S. Data Privacy Framework.
• Payla Services GmbHcoreTechnology or IntegrationBuy Now Pay Later (BNPL) payment services provider offering purchase on invoice and installment payments. Kaiserplatz 2, 80803 Munich. Enables 0% interest monthly payment plans for customers.
• Focus Assekuradeur GmbHcoreStrategic or Co-development PartnerGlasses insurance provider offering vision change protection (100% free lens replacement from 0.5 dpt) and breakage coverage (75% reimbursement) included in TGBO premium plans. Located at Siemensstraße 2, 15711 Königs Wusterhausen.
• Connected Hearing CentersminorChannel Partner/ Reseller/ DistributorNetwork of hearing centers offering free hearing tests to brillen.de customers. Customer personal data (name, email, phone) shared for appointment management. Cross-selling opportunity for hearing-related services.
• Partner Opticians (500+)coreChannel Partner/ Reseller/ DistributorNetwork of 500+ independent optical stores in Germany and Austria providing in-person eye tests, consultation, frame selection, fitting, and after-sales service. Part of both standard brillen.de and premium TGBO concepts.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Mister Spex: Berlin-based online optical retailer pioneering the hybrid online-offline model in Germany with partner opticians. Most direct strategic comp to brillen.de on model, geography, and tiered price points.
• Brille24: German online-first discount eyewear retailer with own-brand frames and partner optician network. Closest head-to-head competitor on price-positioning and online booking/fulfillment model.
• Eyes + More: Fast-growing German optical chain offering complete glasses at fixed-price tiers with in-house production. Closely comparable on the complete-glasses-from-X-EUR positioning and store-based fulfillment.
• Warby Parker: Pioneer of DTC/in-home try-on eyewear retail now operating omnichannel stores. Functional peer in customer-acquisition model, vertical integration, and mid-market premium eyewear positioning.
• Zenni Optical: US-based budget online eyewear retailer that defined the low-price direct-to-consumer prescription eyewear category brillen.de emulates. Direct competitive analogue on price-led value proposition.

Broad incumbents

• Fielmann: Germany's dominant vertically integrated optical retailer with 1,000+ stores and own lens production. Largest incumbent, now expanding DTC; directly competes on price and assortment across all of brillen.de's segments.
• Apollo-Optik: Major German optical retail chain with extensive brick-and-mortar footprint and growing online channel. Competes in mid-market and premium tiers; serves as a fulfillment and brand benchmark for brillen.de.
• EssilorLuxottica: Global eyewear conglomerate controlling Ray-Ban, Oakley, and major optical retail brands. Relevant incumbent on supplier dynamics, designer brand partnerships (Ray-Ban, Armani, Versace sold via brillen.de), and omnichannel strategy.

Emerging players

• Lenskart: India-headquartered omnichannel eyewear retailer rapidly expanding into international markets with in-house manufacturing and tech-enabled try-on. Comparable on tech stack and omni-fulfillment approach.

Others

• Rodenstock: Germany-based lens manufacturer and eyewear brand. Adjacent comparison on FreeForm lens technology positioning and B2B lens supply to optical retailers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• TikToktiktok.com/@brillen.de
• YouTubeyoutube.com/@brillende
• Xx.com/brillen_de
• Facebookfacebook.com/brillen.de
• LinkedInlinkedin.com/company/supervista-ag

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brillen.de