Synsam Nordic

What Synsam Nordic does

Synsam Nordic is Sweden's leading optical retailer and a dominant Nordic optician chain, operating more than 500 stores across Sweden, Norway, Denmark, and Finland with over 200 locations in Sweden spanning 150+ cities. Founded in 1968 and headquartered in Stockholm, the company is privately held under Synsam Group Sweden AB and employs between 1,001 and 5,000 people. Synsam holds an estimated ~25% market share in Sweden and has 50+ years of brand heritage. The company sells prescription and non-prescription eyeglasses, sunglasses, sports eyewear, and contact lenses, alongside premium distributed brands (Gucci, Saint Laurent, Versace, Persol, David Beckham) and proprietary Swedish-made frames (Jämtö, Isa Nord) manufactured at its Frösön production center from >50% bio-based FSC-certified materials. It also operates Nuance Audio, hearing-enhancing eyeglasses with built-in amplification, and Synsam Hörsel hearing care services through subsidiary Audionomkliniken Sverige AB in 10 Swedish cities.

The core commercial engine is the Synsam Lifestyle subscription — a glasses rental model starting at 99 SEK/month covering 3–10 pairs, unlimited eye exams, insurance against damage/loss/theft, lens replacement on prescription change, and annual product exchange on a 24-month commitment, with approximately 770,000 subscribers in the Nordic region. A companion contact lens subscription starts at 98 SEK/month. Revenue is diversified across subscription recurring revenue, one-time eyewear sales, professional eye-examination services (199–1,199 SEK), hearing aids and audiology services, B2B corporate workplace-eyewear contracts (mandated under Swedish work-environment law for screen workers), and secondhand retail through Synsam Outlet. Customer acquisition combines physical retail, e-commerce (synsam.se), the free Synsam Friends loyalty program, celebrity partnerships (Erling Haaland Eyewear Collection including a Limited Edition of 999 pairs), and the charitable Alla Ska Se initiative providing free activity glasses to children aged 5–12.

The company pursues a multi-channel omnichannel go-to-market: in-store licensed optician consultations drive conversion, while digital booking, e-commerce, subscription onboarding (with Bank-ID signing), and partner payments (Klarna, Svea Bank, PayEx, Resurs Bank) underpin transactions. Distribution is anchored by the largest physical optical footprint in the Nordics, supported by delivery partnerships (PostNord, Budbee) and B2B employer contracts. Strategic differentiation rests on subscription recurring revenue, scale-driven brand and supplier bargaining power, integrated hearing care, sustainability-led domestic manufacturing, and exclusive celebrity-branded product lines.

Name

Synsam Nordic

Legal name

Synsam Group Sweden AB

Website

https://synsam.se

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sweden's leading optical retailer operating 500+ stores across the Nordic region, offering prescription eyewear, contact lenses, eye examinations, hearing care, and the Synsam Lifestyle subscription model serving approximately 770,000 customers.

Ownership category

akta.pro rank

Product category

Optical Retail and Vision Care Services

NAICS

Optical Goods Retailers (45613), Offices of Optometrists (621320), Optical Goods Retailers (456130), Offices of Optometrists (62132)

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses) (HLAKAKAL)

akta.pro secondary industries

Sunglasses (Non-Prescription) (CRAAAKAB), Reading Glasses (OTC) (CRAAAKAG), Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions) (HLAHAJAE), Optical & Eyewear Store-in-Store (CRAGAHAF), Luxury Eyewear (Sunglasses & Optical) (CRAKAFAG)

Keywords

• Optical retail services
• Prescription eyewear
• Contact lens products
• Hearing care services
• Eye examination services

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices18 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Synsam Lifestyle glasses subscription: Monthly subscription for 3 pairs of glasses from 99 kr/month. Includes unlimited eye exams, insurance, lens replacement, and annual product exchange. 24-month commitment with automatic renewal.
2. Contact lens subscription: Monthly contact lens delivery subscription from 98 kr/month. Includes free shipping, annual eye exam after yearly consumption, and ability to pause or modify.
3. One-time eyewear sales: Direct purchases of glasses, sunglasses, sports glasses, and lenses at one-time prices. Includes premium brands like Gucci, Saint Laurent, Versace, Carrera, Persol.
4. Eye examination services: Eye health examinations and vision tests. Pricing varies by type: 299 kr (member/with glasses purchase), 799-999 kr (contact lens exam), 199 kr (driver's license), 1199 kr (eye health exam).
5. Hearing aids and services: Hearing aids from all manufacturers, audiology services, hearing tests (275 kr), tinnitus treatment, and hearing protection products through Audionomkliniken Sverige AB.
6. B2B corporate contracts: Workplace glasses agreements with employers for terminal and safety glasses. Employees receive subsidized vision care as mandated by work environment laws.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Synsam Nordic is the leading optician chain in the Nordic region, operating more than 500 physical stores (over 200 in Sweden alone) supplemented by an e-commerce storefront at synsam.se. The company sells prescription and non-prescription eyeglasses, sunglasses, sports eyewear, contact lenses, children's eyewear, hearing aids, and hearing-protection products, and delivers eye examinations, eye-health examinations, hearing tests, and workplace-technical-aid services. The Synsam Lifestyle subscription (from 99 SEK/month) provides 3-10 pairs of glasses with unlimited eye exams, prescription-change lens replacement, full insurance, and annual product exchange, and the company also runs a contact-lens subscription and hearing-care services through subsidiary Audionomkliniken Sverige AB.

Product overview

Synsam Nordic is Scandinavia's leading optician chain operating more than 200 stores across Sweden and the broader Nordic region, with over 50 years of experience. The company offers a broad, vertically integrated eyewear and hearing portfolio centered on four product/service pillars: (1) Vision correction — prescription and non-prescription eyeglasses (Glasögon) and contact lenses (Kontaktlinser) across all major categories (single-vision, progressive, occupational/computer, photochromic/color-changing, UV-protective, blue-light-filtering); (2) Sunglasses and sports eyewear — including the co-branded Erling Haaland Eyewear Collection with a Limited Edition of 999 pairs, and own-brand Made-in-Sweden frames (Jämtö, Isa Nord) produced on Frösön; (3) Synsam Lifestyle subscription — a monthly rental model (from 99 SEK/month) covering 3–10 pairs of glasses with unlimited eye exams, prescription-change lens replacement, full insurance, and annual exchange, plus a companion contact lens subscription; and (4) Hearing services (Synsam Hörsel) — hearing tests, hearing aids from all major manufacturers, Nuance Audio hearing-enhancing eyeglasses, hearing protection, and workplace technical aids. The company also operates Synsam Outlet (secondhand/discount), a free Synsam Friends loyalty program, B2B corporate eyewear agreements, and the charitable 'Alla Ska Se' initiative providing free activity glasses to children aged 5–12.

Differentiator

Problem solved

Functional benefit

Brands

• Synsam Lifestyle: A glasses subscription model where customers rent glasses for a fixed monthly cost, including unlimited eye examinations and insurance.
• Synsam Outlet
• Synsam Hörsel
• Erling Haaland Eyewear Collection
• Nuance Audio
• Synsam Friends
• Alla Ska Se

Products and services

• Eyeglasses (Glasögon) Prescription and non-prescription eyeglasses in a broad assortment of frames and lens types (single-vision, progressive, occupational/computer, photochromic/Color Touch, blue-light filtering). Sold to adult consumers via in-store consultation, e-commerce, corporate agreements, or the Synsam Lifestyle subscription.
• Synsam Lifestyle — Eyewear Subscription (Glasögonabonnemang) Monthly subscription (from 99 SEK/month, 24-month commitment with auto-renewal) for rental of 3-10 pairs of eyeglasses including frames, lenses, and coatings; includes unlimited eye exams, new lenses when prescription changes, full 36-month insurance against damage/loss/theft, annual product exchange, and cleaning products. Targeted at adult consumers seeking predictable vision-care costs.
• Synsam Lifestyle — Contact Lens Subscription (Linsabonnemang) Monthly contact-lens delivery subscription from 98 SEK/month with free shipping, annual contact-lens examination, ability to pause or modify deliveries, and no binding period. Targets daily, bi-weekly, monthly, toric, and multifocal lens wearers.
• Sunglasses (Solglasögon) Prescription and non-prescription sunglasses from luxury, mid-range, and sport brands (Gucci, Saint Laurent, Versace, Guess, David Beckham, Carrera, Persol, Fellepini, Erling Haaland) and own brands, with UV400 protection, polarized lenses, and photochromic options. Sold in-store and online to consumers.
• Sports Eyewear (Sportglasögon) Sports eyewear for cycling, running, water sports, and outdoor activities, available with or without prescription lenses. Designed for durability, UV protection, and performance in demanding conditions. Sold to active consumers.
• Contact Lenses (Kontaktlinser) Contact lenses across all major types (daily disposables, bi-weekly, monthly, extended-wear), toric lenses for astigmatism, and multifocal lenses. Brands include EyeQ, Biofinity, Acuvue, and Dailies. Available for outright purchase or via the contact-lens subscription.
• Eye Examination (Synundersökning) Comprehensive eye examinations conducted by licensed optometrists, including refractive measurement, intraocular pressure check, digital eye measurements, fundus imaging (OCT/camera), and prescription issuance. Variants include standard glasses exam, contact-lens exam, driver's-license exam, child eye exam, and comprehensive eye-health exam. Priced per visit (199-1,199 SEK depending on type) or included free in the Lifestyle subscription.
• Eye Health Services (Ögonhälsa) Advanced eye-health examinations (Ögonhäsoundersökning) at designated Ögonhälsocenter locations, including fundus photography, macular assessment, tear film evaluation, eye motor function testing, surface examination, intraocular pressure measurement, visual field testing, and glasses-prescription check. Priced at 1,199 SEK. Targets adults concerned with eye disease and long-term ocular health.
• Synsam Hörsel — Hearing Services Hearing-care services delivered through Audionomkliniken Sverige AB including hearing tests with licensed audiologists (275 SEK) and hearing aids from all major manufacturers (Phonak, Signia, Oticon, GN Resound, Widex). Includes 3-year warranty on hearing aids, 1-year warranty on accessories, 30-day open purchase, and a price guarantee. Supplier-independent offering targeting adults with hearing loss.
• Nuance Audio — Hearing-Enhancing Eyeglasses Eyeglasses with built-in, discreet hearing-amplification technology integrated into stylish frames, combining vision correction with hearing assistance. Targets consumers with mild-to-moderate hearing loss seeking an alternative to traditional hearing aids.
• Erling Haaland Eyewear Collection Co-branded sunglasses and sports-eyewear collection developed with footballer Erling Haaland. Includes standard sunglasses, tinted lenses (red and yellow for contrast/light sensitivity), and a Limited Edition of 999 pairs. UV400 and polarized lenses. Targeted at style-conscious consumers and football fans.
• Erling Haaland Eyewear Collection — Limited Edition Limited-edition sunglasses of 999 numbered pairs with unbreakable material, UV400 protection, polarization, and gold-tone design inspired by Haaland's jersey number 9. Sold exclusively at Stockholm Norrmalmstorg, Solna Mall of Scandinavia, Göteborg Korsgatan, and Malmö Emporia. Not eligible for promotions or discounts.
• Children's Eyeglasses (Glasögon för barn) Eyeglasses specifically designed for children, with durable frames and lenses adapted for active lifestyles. Includes free eye examination for children aged 8-12 and one free pair of activity eyeglasses for children aged 5-12 with vision impairment through the 'Alla Ska Se' initiative.
• Made in Sweden — Jämtö & Isa Nord Own-Brand Frames Proprietary Swedish-made eyeglass-frame brands (Jämtö and Isa Nord) manufactured at Synsam's production and innovation center on Frösön. Made from over 50% bio-based material derived from FSC-certified wood pulp and vegetable oils. Targets sustainability-conscious consumers.
• Terminal / Computer Occupational Eyewear (B2B) Computer and occupational eyewear for employees who work at screens one or more hours per day. Under Swedish work-environment law, employers must cover the cost of examination and corrective eyewear for screen work. Synsam offers corporate agreements with family discounts on subscriptions and eyewear, a 90-day exchange policy, and a 365-day accident guarantee. Targeted at employers.
• Hearing Protection (Hörselskydd) Hearing-protection products for environments with high noise levels, available at Synsam Hörsel clinics. Targeted at workers and recreational users exposed to loud environments.
• Workplace Technical Aids (Arbetstekniska hjälpmedel) B2B service assisting employees who still experience difficulties at work despite using hearing aids. Synsam helps with applications to the Swedish Social Insurance Agency (Försäkringskassan) for workplace accommodations. Targeted at employers with hearing-impaired staff.
• Driver's License Eye Test (Körkortsynundersökning) Short eye examination for driver's license renewal (categories B, BE, MC, moped). Takes approximately 15 minutes; certificate is completed directly in-store and submitted to the Swedish Transport Agency (Transportstyrelsen). Priced at 199 SEK.
• Hearing Test (Hörseltest) Hearing tests conducted by licensed audiologists (audionomer) at Synsam Hörsel clinics across 10 Swedish cities, including a free online hearing screening as an initial step. Priced at 275 SEK. Targets adults concerned about hearing.

Quantifiable outcome

• 770,000 subscription customers in the Nordic region since 2016 launch
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Erling HaalandflagshipGTM or Marketing PartnerCelebrity athlete partnership creating the Erling Haaland Eyewear Collection. Includes sunglasses, sport glasses, and tinted lenses. Limited Edition 999 pairs released with signature designs. Partnership drives brand awareness and premium positioning.
• EssilorcoreTechnology or IntegrationLeading lens manufacturer providing Varilux progressive lenses, Eyezen digital lenses, and photochromic solutions. Premium lens technology partner for prescription eyewear.
• KlarnacoreTechnology or IntegrationPayment provider for e-commerce checkout. Offers multiple payment methods including card, Swish, and invoice for online purchases and contact lens subscriptions.
• Svea BankcoreTechnology or IntegrationPayment partner for Synsam Lifestyle glass subscription. Handles invoicing, e-invoice, and autogiro services for subscription payments.
• PayExcoreTechnology or IntegrationPayment partner for Synsam Lifestyle glass subscription. Alternative invoicing and autogiro provider for subscription payments.
• PostNordcoreTechnology or IntegrationPrimary delivery partner for e-commerce orders. Offers Varubrev (mail delivery) and MyPack (parcel pickup) options with tracking and 14-day retention.
• BudbeecoreTechnology or IntegrationDelivery partner for e-commerce with home delivery and Budbee Box pickup options. Uses renewable diesel and electric vehicles for sustainable delivery.
• AcuvuecoreTechnology or IntegrationContact lens brand partner. 33% discount for three months on new contact lens subscriptions with Acuvue products.
• Dailies (Alcon)coreTechnology or IntegrationDaily contact lens brand available through Synsam stores and subscriptions.
• Audionomkliniken Sverige ABcoreStrategic or Co-development PartnerOperates hearing clinics under the Synsam Hörsel brand. Licensed audiologists provide hearing tests, hearing aid fitting, and hearing care services. Located in 10 Swedish cities.
• Phonak, Signia, Oticon, GN Resound, WidexcoreTechnology or IntegrationHearing aid manufacturers. Synsam Hörsel is a supplier-independent hearing clinic offering products from all major hearing aid brands to find the best solution for each customer.
• Vision for AllminorStrategic or Co-development PartnerCharitable partner receiving donated eyewear from Synsam's sustainability program. Old glasses are donated rather than discarded.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fielmann: Fielmann is Europe's largest optical retailer with thousands of stores and a vertically integrated model including its own lens manufacturing. It is the closest direct peer to Synsam in terms of scale, subscription/rental offerings, and multi-country European footprint.
• Vision Express: Vision Express is a UK and Irish optical retail chain owned by EssilorLuxottica. It is comparable to Synsam as a multi-brand optical store chain offering eye exams, prescription glasses, and contact lenses.
• Boots Opticians: Boots Opticians is a UK high-street optical chain operating within the broader Boots pharmacy retail network. It competes with Synsam in optical dispensing, eye examinations, and contact lens sales through owned retail stores.
• Warby Parker: Warby Parker pioneered the direct-to-consumer online optical model in the US with home try-on and lower prices, and has since expanded into physical retail. It is comparable to Synsam's DTC lens offering and represents the digital competitive threat to traditional optical retail.
• Specsavers: Specsavers is a major European optical and audiology retailer with a partnership/joint-venture model and extensive physical store footprint. It overlaps directly with Synsam in optical dispensing, eye exams, and the addition of hearing services within optical stores.
• Mister Spex: Mister Spex is a leading European online optical retailer, headquartered in Germany, that sells prescription eyewear, sunglasses and contact lenses via e-commerce with multi-brand selection. It is a direct online competitor to Synsam's e-commerce channel.

Emerging players

• Clearly (formerly ClearlyContacts): Clearly is an online optical retailer focused on contact lenses and eyewear. It is comparable to Synsam's e-commerce and contact lens subscription offerings as a digital-first optical competitor.

Broad incumbents

• LensCrafters: LensCrafters is a large US optical retail chain owned by EssilorLuxottica. While US-focused, it represents the same store-based optical dispensing model with on-site exams and is comparable to Synsam's retail store concept.
• EssilorLuxottica: EssilorLuxottica is the vertically integrated global leader in ophthalmic lenses, frames (Ray-Ban, Oakley, Persol, Gucci, etc.) and retail (LensCrafters, Sunglass Hut). It is both a key Synsam supplier and a broad incumbent whose owned retail could compete with Synsam's optical stores.
• GrandVision (EssilorLuxottica Retail): GrandVision, now part of EssilorLuxottica, operates thousands of optical stores across Europe (including Pearle, Vision Express partners). It is a broad incumbent comparable to Synsam in multi-country European optical retail scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=g2pxxX9Kakw
• Xx.com/synsamsverige
• Facebookfacebook.com/synsam.se
• LinkedInlinkedin.com/company/synsam

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 Synsam Nordic