Brille24
Brille24 is a German online optician (founded 2007, Oldenburg) selling 2,000+ prescription, sunglasses, and specialty eyewear models direct-to-consumers in DACH and the Netherlands via its e-commerce platform with virtual try-on.
- Company typePrivate
- Founded2007
- HeadquartersOldenburg, Germany
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What Brille24 does
Brille24 GmbH is a privately held German online optician founded in 2007 and headquartered in Oldenburg, Germany. The company operates direct-to-consumer e-commerce storefronts in Germany (brille24.de) and the Netherlands (brillen24.nl), selling over 2,000 eyewear SKUs across prescription eyeglasses, sunglasses, progressive/multi-focal glasses, and specialty categories including gaming, blue light filtering, computer/workspace, and sports eyewear. Its core technology stack centers on an e-commerce platform with an AR-based virtual try-on feature ("Virtuelle Anprobe") that lets customers preview frames using their device camera, supplemented by content-driven buying guides, affiliate marketing, and email promotional campaigns. Brand partnerships with Ray-Ban, Oakley, Gucci, Nike, Polo Ralph Lauren, Vogue Eyewear, Armani Exchange, and others provide authorized-assortment breadth.
The business model is product-led direct e-commerce: revenue is generated through one-time unit-priced purchases with optional lens upgrades (e.g., progressive lenses from €100) and add-on coatings. Frames start at €9.90 with promotional campaigns offering up to 70% discounts, and the company supports a broad payment stack including Visa, Mastercard, PayPal, Amazon Pay, and Klarna, with social login via Apple and Google. Service differentiators include free returns and a money-back guarantee. Customer segments are diversified across general consumers, men, women, children, progressive-lens users, gamers, office workers, and sports enthusiasts in DACH and Benelux. Cumulative disclosed equity funding totals approximately $12.87M across 2010-2013 rounds (including Time for Growth, b2venture, and SevenVentures), and in 2015 Brille24 acquired fellow German online optician Optik24Plus.
Brille24 firmographics
Firmographics- Name
- Brille24
- Legal name
- Brille24 GmbH
- Website
- https://brille24.de
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Brille24 is a German online optician (founded 2007, Oldenburg) selling 2,000+ prescription, sunglasses, and specialty eyewear models direct-to-consumers in DACH and the Netherlands via its e-commerce platform with virtual try-on.
- Ownership category
- akta.pro rank
Brille24 industry classification
Industry- Product category
- Online Eyewear Retail
- NAICS
- Optical Goods Retailers (456130)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Sunglasses (Non-Prescription) (CRAAAKAB)
- akta.pro secondary industries
- Sport & Performance Eyewear (CRAAAKAC), Kids & Teen Eyewear (CRAAAKAE)
Keywords
Where Brille24 is headquartered
LocationHeadquarters
- HQ city
- Oldenburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Brille24 business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel, Infrastructure
Revenue model
- Product Sales - Eyewear: Direct e-commerce sales of prescription glasses, sunglasses, and lenses to consumers through the brille24.de platform. Revenue generated from one-time product purchases with optional lens upgrades and add-ons.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Frame-only glasses starting at 9.90 EUR |
| Unit Pricing | Pay-as-you-go | Progressive/multi-focal lenses from 100 EUR |
| Unit Pricing | Pay-as-you-go | Seasonal sales up to 70% discount |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Brille24 product offering
Product offeringCore offering
Brille24 is an online optician selling prescription eyeglasses, sunglasses, and specialty eyewear (progressive, gaming, blue light filter, computer, sports, and children's glasses) across 2,000+ models. The platform features a virtual try-on AR tool and offers customization with various lens options and coatings. Customers purchase directly online with money-back guarantee and free returns, at price points starting from €9.90 for basic frames.
Product overview
Brille24 is an online optical retailer operating as a direct-to-consumer e-commerce platform. The core product offering consists of prescription eyeglasses (Brillen) and sunglasses (Sonnenbrillen), available in over 2000 models. The platform offers specialized eyewear categories including progressive/multifocal glasses (Gleitsichtbrillen), gaming glasses (Gamer-Brillen), blue light filter glasses (Blaulichtfilter-Brillen), computer/workspace glasses (Arbeitsplatzbrillen), sports glasses (Sportbrillen), and children's glasses (Kinderbrillen). Gender-specific sub-categories for men (Herrenbrillen) and women (Damenbrillen) are also available. The product ecosystem includes lens technologies such as Transitions adaptive photochromic lenses and various lens coatings. Digital shopping features include a virtual try-on (Virtuelle Anprobe) AR tool, while service features encompass a money-back guarantee and free returns. Brille24 carries multiple brand partnerships including Ray-Ban, Oakley, Gucci, Armani Exchange, Arnette, Charlie Temple, Nike, Polo Ralph Lauren, Puma, Ralph, Vogue Eyewear, and Emporio Armani. Payment options include Visa, Mastercard, Amazon Pay, PayPal, and Klarna.
Differentiator
Problem solved
Functional benefit
Brands
- Blaulichtfilter-Brillen: Blue light filtering glasses designed for digital device users
- Arbeitsplatzbrillen
- Gamer-Brillen
Products and services
- Prescription Eyeglasses (Brillen) Prescription and non-prescription eyeglasses available in over 2,000 models. Frames can be configured with various lens options including single vision, progressive, blue light filter, and specialty coatings.
- Sunglasses (Sonnenbrillen) Sunglasses including prescription sunglasses, polarized sunglasses, self-tinting (photochromic), mirrored, and sports sunglasses, available with various lens tints and UV protection options.
- Progressive/Multifocal Glasses (Gleitsichtbrillen) Multi-focal glasses for near, far, and intermediate vision. Progressive lenses available starting from €100 as a lens upgrade on selected frames.
- Gaming Glasses (Gamer-Brillen)
Companies that use Brille24
Customer profileSegments6 records
Ideal customer profiles1 record
Brille24 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature1 record
Brille24 partnerships and signals
Strategic signalScale indicators2 records
Recent moves3 records
Expansion highlights5 records
Brille24 competitors and assessment
Company assessmentDirect peers
- Ace & Tate: European direct-to-consumer eyewear brand operating online plus physical showrooms. Targets a similar millennial/Gen-X fashion-conscious buyer with own-label frames, mirroring Brille24's blend of branded and own-label assortment strategy.
- Warby Parker: Pioneer of the DTC online optical model in the US, with home try-on, virtual try-on, and own-label frame strategy. Closely analogous operating model and category approach; useful benchmark for Brille24's customer journey and unit economics.
- EyeBuyDirect: Global value online optical retailer selling low-priced prescription frames and lenses with virtual try-on. Operates in the same sub-€20 frame price band that Brille24 anchors, with comparable promotional cadence.
- Mister Spex: Direct competitor and the most direct online optical peer in Germany. Operates a multi-brand online optical store with prescription eyewear, sunglasses, and contact lenses, plus omnichannel extensions; shares the DACH customer base and the same value proposition (broad assortment, virtual try-on, home try-on).
- Zenni Optical: Largest pure-online low-cost eyewear retailer, known for extremely low entry prices and virtual try-on. Sets the price-anchor expectation for the value segment Brille24 competes in for budget frames.
Emerging players
- Lenskart: Leading online optical retailer in India expanding into international markets (including Europe/Middle East). While geographically distant, its own-label and tech-led (virtual try-on, omnichannel) playbook mirrors Brille24's trajectory.
- Polette: European online eyewear retailer selling affordable, fashion-forward frames with virtual try-on. Competes with Brille24 in the value-tier online segment across continental Europe with a pure e-commerce model.
Broad incumbents
- Apollo-Optik: Major German optical retail chain with deep offline footprint and growing online store. Competes for the same DACH consumer with comparable brand assortment (Ray-Ban, Oakley, Gucci), pressuring Brille24's premium-brand economics and price points.
- Fielmann: Germany's largest optical retail chain and dominant incumbent. While primarily brick-and-mortar, Fielmann is rapidly expanding online prescription eyewear and subscription/lens offerings — directly addressing Brille24's category from a far larger scale and trusted offline base.
Others
- Charlie Temple: In-house and proprietary eyewear brand sold through Brille24. Relevant as an adjacent own-label competitor in the affordable-fashion eyewear segment across Europe, and as a strategic signal of Brille24's vertical integration direction.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Brille24 social profiles
Digital presenceBrille24 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brille24 leadership team
Management profileNumber of profiles
Profiles2 records
Brille24 funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brille24 M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Brille24
What does Brille24 do?
Brille24 is an online optician selling prescription eyeglasses, sunglasses, and specialty eyewear (progressive, gaming, blue light filter, computer, sports, and children's glasses) across 2,000+ models. The platform features a virtual try-on AR tool and offers customization with various lens options and coatings. Customers purchase directly online with money-back guarantee and free returns, at price points starting from €9.90 for basic frames.
Is Brille24 a public or private company?
Brille24 is a private company. It is classified as venture growth investor backed and is currently operating.
When was Brille24 founded?
Brille24 was founded in 2007. It employs 101 to 250 people.
Where is Brille24 based?
Brille24 is headquartered in Oldenburg, Germany, in the Europe region.
How does Brille24 make money?
One revenue line is on record: product Sales - Eyewear.
Who are Brille24's main competitors?
Direct peers on record are Ace & Tate, Warby Parker, EyeBuyDirect, Mister Spex and Zenni Optical. Emerging players are Lenskart and Polette. Broad incumbents are Apollo-Optik and Fielmann. Charlie Temple is listed as an others.
Does Brille24 have an API?
No public API is recorded for Brille24.
What industry is Brille24 in?
Brille24's product category is Online Eyewear Retail. Its primary akta.pro industry code is CRAAAKAB, Sunglasses (Non-Prescription), with a secondary code of CRAAAKAC, Sport & Performance Eyewear. Its NAICS code is 456130 and its SIC code is 3851.