Hartlauer

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.

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

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

• Optical retail services
• Hearing aid fittings
• Consumer electronics retail
• Mobile phone sales
• Eyewear manufacturing

Headquarters

HQ city

Steyr

HQ country

Austria

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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
2. Hearing Aids and Services: Sale of hearing aids, hearing aid accessories, ear protection, and professional hearing aid fitting services
3. Mobile Phones and Accessories: Sale of smartphones, mobile phones, accessories including chargers, powerbanks, cases, and mobile phone contracts through partner carriers
4. Photography Products and Services: Sale of cameras, lenses, drones, accessories, and photo printing services including photobooks, photo prints, and digitalization services
5. Brillensorglospaket Insurance: Comprehensive eyewear protection package covering breakages, damage, loss, theft, and vision changes with replacement glasses included
6. 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

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability6 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• A1coreChannel Partner/ Reseller/ DistributorMobile carrier partnership offering A1 mobile plans, SIM cards, and contract activation services at all 160 Hartlauer stores across Austria
• Drei (Hutchison Drei Austria)coreChannel Partner/ Reseller/ DistributorMobile carrier partnership offering Drei mobile plans, SIM cards, and contract activation services at all 160 Hartlauer stores across Austria
• Magenta (T-Mobile Austria)coreChannel Partner/ Reseller/ DistributorMobile carrier partnership offering Magenta mobile plans, SIM cards, and contract activation services at all 160 Hartlauer stores across Austria
• Red Bull MobilecoreChannel Partner/ Reseller/ DistributorMobile carrier partnership offering Red Bull Mobile plans, SIM cards, and contract activation services at all 160 Hartlauer stores across Austria
• MTELminorChannel Partner/ Reseller/ DistributorMobile carrier partnership offering MTEL mobile plans, SIM cards, and contract activation services at all 160 Hartlauer stores across Austria
• CEWEcoreTechnology or IntegrationPhoto printing partnership providing CEWE Fotowelt services including photobooks, photo prints, and digitalization services integrated into Hartlauer's photo department and online platform
• Swiss OpticcoreTechnology or IntegrationPremium lens supplier providing Swiss premium glass quality lenses for Hartlauer's eyewear products
• AlconcoreTechnology or IntegrationContact lens supplier providing Alcon contact lenses including Precision 7 products for Hartlauer's optical customers
• Red Bull SPECTminorStrategic or Co-development PartnerCo-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

Direct 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

• Xx.com/Loewennews
• Facebookfacebook.com/loewennews
• LinkedInlinkedin.com/company/hartlauer

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Hartlauer