Morrow Optics
Morrow Optics is a Belgian eyewear company that designs and sells electronic progressive glasses using tunable liquid crystal lens technology for presbyopic consumers, distributed through certified opticians and a premium concierge service across Europe.
- Company typePrivate
- Founded2016
- HeadquartersGhent, Belgium
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Morrow Optics does
Morrow Optics is a Belgian consumer eyewear company that develops and sells electronic progressive glasses (branded e•Progressives) for people with presbyopia, the age-related difficulty in focusing on near objects. Founded in 2016 in Ghent by Jelle De Smet and Paul Marchal, researchers from imec and Ghent University, the company has built its offering around proprietary liquid crystal tunable lens technology embedded between two precision optical lenses. A small electrical current delivered through specially designed e-Frames allows the wearer to electronically boost near vision by approximately +1.00 dioptre with a button press, providing a wider field of view and an expanded intermediate zone compared with conventional progressive lenses. The current Gen 4 product line delivers a 3x larger intermediate vision area and a 33% wider near field of view, and is offered across four premium frame styles (Cam, Denis, Guy, Rita).
Morrow Optics firmographics
Firmographics- Name
- Morrow Optics
- Legal name
- Morrow (SA)
- Website
- https://morroweyewear.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Morrow Optics is a Belgian eyewear company that designs and sells electronic progressive glasses using tunable liquid crystal lens technology for presbyopic consumers, distributed through certified opticians and a premium concierge service across Europe.
- Ownership category
- akta.pro rank
Morrow Optics industry classification
Industry- Product category
- Electronic Progressive Eyewear
- NAICS
- Ophthalmic Goods Manufacturing (339115), Optical Goods Retailers (45613)
- SIC
- Ophthalmic Goods (3851), Optical Instruments & Lenses (3827)
- akta.pro primary industry
- Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment) (HLAHAJAD)
- akta.pro secondary industry
- Luxury & Designer Eyewear (CRAAAKAD)
Keywords
Where Morrow Optics is headquartered
LocationHeadquarters
- HQ city
- Ghent
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Morrow Optics business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Hardware Sales - e-Progressives Glasses: One-time purchase of electronic progressive glasses including custom lenses tailored to customer's prescription and premium frames. Price includes full service experience through concierge or optician channel.
- Professional Fitting Services: Professional services included in the €1350 concierge package covering home visits, consultation, precise measurements, custom lens production, frame selection, delivery, and personal fitting.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Morrow Concierge Service - Complete Home Experience |
| Unit Pricing | Pay-as-you-go | Standard Product Purchase via Certified Optician |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Morrow Optics product offering
Product offeringCore offering
Morrow designs, manufactures, and sells e-Progressives electronic progressive glasses featuring tunable liquid crystal lenses that electronically switch between near and distance vision at the press of a button on the frame. The glasses are sold bundled with custom prescription lenses and premium frames (Cam, Denis, Guy, Rita styles) and delivered either through a certified optician network or a premium at-home Concierge Service covering consultation, measurement, custom lens production, and fitting.
Product overview
Morrow offers e-Progressives electronic progressive glasses with tunable liquid crystal lens technology. The core product line consists of e•Progressives Gen 4 featuring liquid crystal lenses embedded between two optical precision lenses that electronically switch between near and distance vision via a button on the frame. The glasses provide 33% wider field of view and instant reading boost in under one second. Customers can choose from four premium frame styles (Cam, Denis, Guy, Rita), each available in four colors with adjustable nose pads. Products are sold through certified Morrow Eyewear Centers or via the premium Concierge Service for €1350, which includes home consultation, custom lens production, and personal fitting.
Differentiator
Problem solved
Functional benefit
Brands
- e•Progressives: Electronic progressive lenses with liquid crystal tunable technology that allows users to switch between near and distance vision with electronic boost.
- e•Progressives Gen 4
Products and services
- e-Progressives Gen 4 Electronic Progressive Glasses Electronic progressive glasses with tunable liquid crystal lenses embedded between two precision optical lenses; a small electric current through proprietary e-Frames electronically boosts near vision by +1.00D in less than one second when a button on the frame is pressed. Delivers 33% wider near field of view and a 3x larger intermediate zone versus conventional progressive lenses. Available in four premium frame styles (Cam, Denis, Guy, Rita) with adjustable nose pads. Designed for presbyopic individuals, especially those with +2D addition or higher, and active wearers who need stable vision during movement.
- Morrow Concierge Service
Quantifiable outcome
- 33% wider field of view compared to conventional progressive lenses
- +4 more outcomes
Companies that use Morrow Optics
Customer profileSegments1 record
Ideal customer profiles2 records
Morrow Optics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Morrow Optics partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Novacel OpticalcoreEuropean distribution partnership established in early 2024, expanding Morrow's reach to over 30 million potential users in France and Switzerland through Novacel's optical retail network.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Morrow Optics competitors and assessment
Company assessmentEmerging players
- OrCam Technologies: Israeli vision-assistance technology company with AI-driven wearable devices for low vision and reading assistance — adjacent use case (visual impairment) with overlapping presbyopia-adjacent customer base.
- Even Realities: Smart eyewear startup producing stylish prescription-compatible glasses with digital overlays — adjacent category using eyewear as a tech platform, normalizing electronic eyewear for consumers.
- Solos Eyewear: Smart glasses maker integrating AI assistants, audio, and health sensors into prescription eyewear frames — emerging smart-eyewear player exploring adjacent value propositions to Morrow's vision-correction focus.
Direct peers
- DeepOptics: Israeli startup developing tunable liquid-crystal lens technology for variable-focus eyewear — the closest direct competitor to Morrow's e-Progressives, targeting the same presbyopia use case with electronically adjustable optics.
- PixelOptics: Historical US-based developer of electronic progressive lenses (emPower!) using liquid-crystal technology — a near-direct predecessor to Morrow's product concept and an instructive case study on commercial challenges in this category.
Broad incumbents
- EssilorLuxottica: World's largest eyewear group encompassing lens brands (Varilux progressive lenses), retail chains (LensCrafters, Sunglass Hut), and frame brands — sets the standard for premium progressive lens products Morrow competes against.
- ZEISS Vision Care: Carl Zeiss Vision produces premium progressive lenses and precision optics and is also a Morrow investor (ZEISS Ventures) — provides both a credible benchmark for lens technology and a potential strategic acquirer/competitor.
- Shamir Optical Industry: Israeli premium progressive lens manufacturer (Autograph Intelligence) focused on customized freeform lens designs — competes in the same high-end progressive lens segment Morrow targets.
- Nikon Lenswear: Nikon-Essilor合资 premium progressive lens brand combining Nikon's optical heritage with Essilor's distribution — a direct premium-lens competitor in the same channel Morrow sells through.
- HOYA Corporation: Global lens manufacturer with strong progressive lens portfolio (Hoyalux iD) and significant R&D resources in vision care — a major incumbent Morrow must outpace on technology or channel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Morrow Optics social profiles
Digital presenceMorrow Optics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Morrow Optics leadership team
Management profileNumber of profiles
Profiles4 records
Morrow Optics funding detail
Funding detailFunding overview
Funding rounds4 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Morrow Optics 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 Morrow Optics
What does Morrow Optics do?
Morrow designs, manufactures, and sells e-Progressives electronic progressive glasses featuring tunable liquid crystal lenses that electronically switch between near and distance vision at the press of a button on the frame. The glasses are sold bundled with custom prescription lenses and premium frames (Cam, Denis, Guy, Rita styles) and delivered either through a certified optician network or a premium at-home Concierge Service covering consultation, measurement, custom lens production, and fitting.
Is Morrow Optics a public or private company?
Morrow Optics is a private company. It is classified as venture growth investor backed and is currently operating.
When was Morrow Optics founded?
Morrow Optics was founded in 2016. It employs 11 to 50 people.
Where is Morrow Optics based?
Morrow Optics is headquartered in Ghent, Belgium, in the Europe region.
How does Morrow Optics make money?
Two revenue lines are on record. Hardware Sales - e-Progressives Glasses are the primary driver. The others are professional Fitting Services.
Who are Morrow Optics's main competitors?
Emerging players on record are OrCam Technologies, Even Realities and Solos Eyewear. Direct peers are DeepOptics and PixelOptics. Broad incumbents are EssilorLuxottica, ZEISS Vision Care, Shamir Optical Industry, Nikon Lenswear and HOYA Corporation.
Does Morrow Optics have an API?
No public API is recorded for Morrow Optics.
What industry is Morrow Optics in?
Morrow Optics's product category is Electronic Progressive Eyewear. Its primary akta.pro industry code is HLAHAJAD, Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment), with a secondary code of CRAAAKAD, Luxury & Designer Eyewear. Its NAICS code is 339115 and its SIC code is 3851.