Hartlauer
Hartlauer is Austria's largest optician chain, operating 160 retail stores nationwide offering prescription eyewear, hearing aids, mobile phones, photography equipment, smart home devices, and consumer electronics to Austrian consumers and businesses.
- Company typePrivate
- Founded1971
- HeadquartersSteyr, Austria
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Hartlauer does
Hartlauer Handelsgesellschaft mbH, founded in 1971 and headquartered in Steyr, is Austria's largest optician chain, operating 160 retail locations across all nine Austrian states and serving both consumer (B2C) and business (B2B) customers through physical stores, e-commerce, and a dedicated B2B sales channel. The company's core operations center on optical products (prescription glasses, sunglasses, contact lenses, sports and blue-light-filter eyewear, reading glasses, smart glasses), hearing aids (including AI-enabled models and the proprietary ForgTin® tinnitus therapy device), mobile phones and accessories, photography equipment and CEWE-integrated printing services, smartwatches and smart rings, smart home devices, health monitoring products, and camping/outdoor equipment.
The business is vertically integrated around an in-house European lens manufacturing facility producing over 400,000 glasses annually, a credentialed workforce of 450+ state-certified opticians trained through an in-house academy, and exclusive authorized reseller partnerships with all five major Austrian mobile carriers (A1, Drei, Magenta, Red Bull Mobile, MTEL). Revenue mechanics blend direct hardware sales (smartphone flagships up to €1,399+, accessories from €5), the Komplettpreissystem all-inclusive unit pricing model for eyewear, and the Brillensorglospaket 24-month subscription eyewear protection package with €0 entry. Strategic differentiators include Swiss premium lenses, free in-store eye tests, exclusive Red Bull SPECT sports eyewear co-development, and multi-category breadth under a single retail brand. AI capability is not developed in-house; the company distributes AI-enabled consumer products (Galaxy AI, AI hearing aids) rather than producing proprietary models.
Hartlauer firmographics
Firmographics- Name
- Hartlauer
- Legal name
- Hartlauer Handelsgesellschaft mbH
- Website
- https://hartlauer.at
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Hartlauer is Austria's largest optician chain, operating 160 retail stores nationwide offering prescription eyewear, hearing aids, mobile phones, photography equipment, smart home devices, and consumer electronics to Austrian consumers and businesses.
- Ownership category
- akta.pro rank
Hartlauer industry classification
Industry- Product category
- Optical Retail
- NAICS
- Optical Goods Retailers (45613), Offices of Optometrists (62132), Ophthalmic Goods Manufacturing (339115)
- SIC
- Ophthalmic Goods (3851), Photographic Equipment & Supplies (3861)
- akta.pro primary industry
- Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses) (HLAKAKAL)
- akta.pro secondary industries
- Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions) (HLAHAJAE), Sunglasses (Non-Prescription) (CRAAAKAB), Lenses & Optical Accessories (Lenses, Filters, Adapters, Teleconverters) (CRACAPAF), Binoculars, Scopes & Sport Optics Retail (CRACAHAI)
Keywords
Where Hartlauer is headquartered
LocationHeadquarters
- HQ city
- Steyr
- HQ country
- Austria
- HQ region
- Europe
Offices10 records
Markets served
Hartlauer business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Optical Products and Services: Sale of eyeglasses, sunglasses, contact lenses, reading glasses, and related optical products along with professional services including eye exams, eyewear fitting, and lens manufacturing
- Hearing Aids and Services: Sale of hearing aids, hearing aid accessories, ear protection, and professional hearing aid fitting services
- Mobile Phones and Accessories: Sale of smartphones, mobile phones, accessories including chargers, powerbanks, cases, and mobile phone contracts through partner carriers
- Photography Products and Services: Sale of cameras, lenses, drones, accessories, and photo printing services including photobooks, photo prints, and digitalization services
- Brillensorglospaket Insurance: Comprehensive eyewear protection package covering breakages, damage, loss, theft, and vision changes with replacement glasses included
- Smart Home and Health Products: Sale of smart home devices, health monitoring equipment including blood pressure monitors, blood glucose meters, and wellness products
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Brillensorglospaket - Complete eyewear care package |
| Unit Pricing | One time/ perpetual license | Komplettpreissystem - All-inclusive pricing |
| Unit Pricing | One time/ perpetual license | Smartphone products |
| Unit Pricing | One time/ perpetual license | Powerbanks and accessories |
Distribution channels4 records
Marketing channels5 records
Hartlauer product offering
Product offeringCore offering
Hartlauer operates as Austria's largest optician chain, selling prescription eyeglasses, sunglasses, contact lenses, hearing aids, smartphones, photography equipment, smartwatches, smart home devices, and health monitoring products through 160 retail stores across Austria and an e-commerce website. The company is vertically integrated with in-house lens manufacturing producing over 400,000 glasses annually, complemented by professional services including free eye tests, hearing aid fittings, mobile carrier plan activation, and the Brillensorglospaket eyewear care subscription package.
Product overview
Hartlauer is Austria's largest optician chain operating 160 stores nationwide, offering a comprehensive retail portfolio centered on optical products (prescription glasses, sunglasses, contact lenses, sports eyewear, smart glasses, reading glasses, blue light filters), hearing aids with AI technology, mobile phones and accessories (smartphones from Apple, Samsung, Xiaomi, HMD, Vivo, emporia; tariffs from Drei, A1, Magenta, Red Bull Mobile, MTEL), photography equipment and services (digital cameras, lenses, drones, CEWE photobook printing), smartwatches and smart rings, smart home devices, computers and IT products, health monitoring devices, and camping/outdoor equipment. The core offering combines expert optical and acoustic services with a broad consumer electronics and accessories range, supported by services like the Brillensorglospaket (comprehensive eyewear protection package) and in-house lens manufacturing capability producing over 400,000 glasses annually.
Differentiator
Problem solved
Functional benefit
Products and services
- Optische Brillen (Prescription Eyeglasses) Prescription eyeglasses with various lens types including single vision, progressive, and occupational lenses for vision correction, available through in-store fittings and online ordering.
- Sonnenbrillen (Sunglasses) Sunglasses including prescription sunglasses, polarized options, and designer brands for UV protection and style.
- Kontaktlinsen (Contact Lenses) Contact lenses including daily, monthly, and specialty lenses from brands like Alcon.
- Sportbrillen (Sports Eyewear) Sports eyewear including prescription sports glasses with optical inserts or optical lenses for active lifestyles.
- Hörgeräte (Hearing Aids) Hearing aids including models with AI technology, rechargeable options, hybrid hearing aids, and custom-fitted solutions for hearing loss and tinnitus.
- Smartphones Mobile phones including Apple iPhones, Samsung Galaxy, Xiaomi, HMD, Vivo, and senior-friendly phones from emporia.
- Handy Tarife (Mobile Phone Tariffs) Mobile phone tariffs from multiple Austrian network operators including Drei, A1, Magenta, Red Bull Mobile, and MTEL offered through carrier partnerships.
- Digitalkameras (Digital Cameras) Digital cameras including system cameras, compact cameras, DSLR, bridge cameras, hunting cameras, and children's cameras.
- Hartlauer Foto World (Photo Printing Services) Photo printing and development services including photobooks, photo prints, photo albums, CEWE Fotowelt integration, and digitalization services.
- Smartwatches Smartwatches from Apple, Samsung, Garmin, Polar, Suunto, Withings, and fitness trackers for various user segments including children.
- Smart Home Devices Smart home devices including pool robots, smart plugs, door intercoms, smart lighting, vacuum cleaners, robot vacuums, and security cameras.
- Gesundheit (Health Monitoring Products) Health monitoring devices including blood pressure monitors, blood glucose meters, scales, pulse oximeters, thermometers, and wellness products like massage devices.
- Brillensorglospaket (Eyewear Care Package) Subscription-based comprehensive eyewear protection package covering breakage, damage, loss, theft, and vision changes with brand glasses, Swiss premium lenses, and replacement glasses every 2 years. Priced at €0 with 24-month minimum contract.
- ForgTin Tinnitus Therapie Bügel Proprietary tinnitus therapy device (registered trademark) for hearing aid customers experiencing tinnitus symptoms.
- Handy-Zubehör (Mobile Accessories) Mobile accessories including power banks, chargers, phone cases, screen protectors, Bluetooth headphones, and smart tags.
Quantifiable outcome
- 160 stores nationwide covering all 9 Austrian states
- +4 more outcomes
Companies that use Hartlauer
Customer profileNamed customers2 records
Segments6 records
Ideal customer profiles4 records
Hartlauer technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability6 records
Feature3 records
Hartlauer partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- A1coreMobile carrier partnership offering A1 mobile plans, SIM cards, and contract activation services at all 160 Hartlauer stores across Austria
- Drei (Hutchison Drei Austria)coreMobile carrier partnership offering Drei mobile plans, SIM cards, and contract activation services at all 160 Hartlauer stores across Austria
- Magenta (T-Mobile Austria)coreMobile carrier partnership offering Magenta mobile plans, SIM cards, and contract activation services at all 160 Hartlauer stores across Austria
- Red Bull MobilecoreMobile carrier partnership offering Red Bull Mobile plans, SIM cards, and contract activation services at all 160 Hartlauer stores across Austria
- MTELminorMobile carrier partnership offering MTEL mobile plans, SIM cards, and contract activation services at all 160 Hartlauer stores across Austria
- CEWEcorePhoto printing partnership providing CEWE Fotowelt services including photobooks, photo prints, and digitalization services integrated into Hartlauer's photo department and online platform
- Swiss OpticcorePremium lens supplier providing Swiss premium glass quality lenses for Hartlauer's eyewear products
- AlconcoreContact lens supplier providing Alcon contact lenses including Precision 7 products for Hartlauer's optical customers
- Red Bull SPECTminorCo-branded eyewear collaboration producing high-performance sport glasses under Red Bull SPECT brand, available exclusively at Hartlauer
Scale indicators6 records
Recent moves6 records
Expansion highlights2 records
Hartlauer competitors and assessment
Company assessmentDirect peers
- Fielmann: Europe's largest optician chain headquartered in Germany with similar vertical integration into lens manufacturing, comparable store-network strategy, and overlapping optical retail product mix (frames, lenses, contact lenses, sunglasses). Most direct comparable given comparable scale and vertically integrated model.
- Apollo-Optik: German optical retail chain owned by EssilorLuxottica with multi-category retail (optical + hearing) very similar to Hartlauer, including online and brick-and-mortar channels and similar broad assortment strategy.
- Mister Spex: Leading European online optical retailer operating an Austrian storefront; directly competes in eyewear, sunglasses, and contact lenses via digital channels — the primary structural threat to Hartlauer's brick-and-mortar optical business.
- Pearle: Optical retail chain (GrandVision/ESSILOR-LUXOTTICA) operating in Austria with comparable optical retail offering including frames, lenses, and eye exams. Closest head-to-head domestic optical competitor.
- Eyes + More: European optical retailer with Austrian locations offering prescription eyewear, sunglasses, and contact lenses; comparable mid-market positioning and store-network GTM.
- Geers: European hearing aid retail chain (Sonova group) with Austrian presence; directly comparable to Hartlauer's hearing aid services, fittings, and tinnitus therapy offerings.
Broad incumbents
- Amplifon: Global hearing aid retail leader with Austrian store presence; directly comparable to Hartlauer's hearing aid business line, including professional fitting services and AI-enabled hearing devices.
- MediaMarkt: Austrian consumer electronics big-box retailer overlapping with Hartlauer's mobile phones, cameras, drones, headphones, and smart home categories under one roof.
Emerging players
- Coolblue: European omnichannel electronics retailer expanding in Austria; competes with Hartlauer's mobile phone, photography, and smart home categories through online-led model.
- Brillen.de: German online optical retailer offering prescription eyewear and sunglasses via digital channels; relevant peer for assessing online disruption risk to Hartlauer's optical retail model.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Hartlauer social profiles
Digital presenceHartlauer compliance and trust
Trust signalCompliance3 records
Hartlauer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hartlauer leadership team
Management profileNumber of profiles
Profiles1 record
Hartlauer funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hartlauer 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 Hartlauer
What does Hartlauer do?
Hartlauer operates as Austria's largest optician chain, selling prescription eyeglasses, sunglasses, contact lenses, hearing aids, smartphones, photography equipment, smartwatches, smart home devices, and health monitoring products through 160 retail stores across Austria and an e-commerce website. The company is vertically integrated with in-house lens manufacturing producing over 400,000 glasses annually, complemented by professional services including free eye tests, hearing aid fittings, mobile carrier plan activation, and the Brillensorglospaket eyewear care subscription package.
Is Hartlauer a public or private company?
Hartlauer is a private company. It is classified as family owned and is currently operating.
When was Hartlauer founded?
Hartlauer was founded in 1971. It employs 1,001 to 5,000 people.
Where is Hartlauer based?
Hartlauer is headquartered in Steyr, Austria, in the Europe region.
How does Hartlauer make money?
Six revenue lines are on record. Optical Products and Services are the primary driver. The others are hearing Aids and Services, mobile Phones and Accessories, photography Products and Services, brillensorglospaket Insurance and smart Home and Health Products.
Who are Hartlauer's main competitors?
Direct peers on record are Fielmann, Apollo-Optik, Mister Spex, Pearle, Eyes + More and Geers. Broad incumbents are Amplifon and MediaMarkt. Emerging players are Coolblue and Brillen.de.
Does Hartlauer have an API?
No public API is recorded for Hartlauer.
What industry is Hartlauer in?
Hartlauer's product category is Optical Retail. Its primary akta.pro industry code is HLAKAKAL, Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses), with a secondary code of HLAHAJAE, Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions). Its NAICS code is 45613 and its SIC code is 3851.