Morrow Optics

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).

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

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

• Electronic progressive glasses
• Tunable liquid crystal lenses
• Presbyopia correction eyewear
• Smart eyewear technology
• Premium optical retail

Headquarters

HQ city

Ghent

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core 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

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Novacel OpticalcoreChannel Partner/ Reseller/ DistributorEuropean 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

Emerging 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

• Facebookfacebook.com/morroweyewear
• LinkedInlinkedin.com/company/morrowoptics
• Instagraminstagram.com/morroweyewear

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors8 records

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 Morrow Optics