Edel-Optics
Edel-Optics is a Hamburg-based direct-to-consumer online eyewear retailer founded in 2009, selling prescription glasses, sunglasses, sports eyewear, and contact lenses from 60+ premium brands plus its own VOOY private label to consumers across 45+ countries via localized e-commerce storefronts and four German retail stores.
- Company typePrivate
- Founded2009
- HeadquartersHamburg, Germany
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Edel-Optics does
Edel-Optics (legal entity Edeloptics GmbH) is a Hamburg-based direct-to-consumer online eyewear retailer founded in 2009. The company sells prescription glasses, sunglasses, sports glasses, reading glasses, and contact lenses to individual consumers across 45+ countries via localized e-commerce storefronts, supplemented by four physical retail locations in Germany (three in Hamburg and one in Buxtehude). Its assortment spans 60+ premium and lifestyle brands including Ray-Ban, Oakley, Prada, Gucci, Tom Ford, and Silhouette, alongside its own private-label lines VOOY by edel-optics and VOOY Deluxe, plus a recently introduced AI Glasses category. The platform incorporates a webcam/photo-based virtual try-on tool, a home try-on program with free shipping, and an iOS mobile app, with customer service handled through Zendesk and payment processing supporting Visa, Mastercard, American Express, PayPal, Apple Pay, Google Pay, Sofort, and invoice billing.
The business model is a transactional one-time-purchase revenue stream from product sales, with pricing tiers ranging from approximately €60 for budget brands to over €300 for luxury designer frames, supplemented by prescription lens upgrades fabricated in the company's in-house lens production facility. Distribution relies on owned inventory depth (the company claims the largest immediately available assortment in Europe), CO2-neutral shipping via DHL and UPS, and a 30-day return policy. Customer acquisition is driven by SEO across country-specific landing pages, email newsletters, social channels (Facebook, Instagram, YouTube), and content marketing through a multilingual blog. The company employs 51-100 staff, is privately held, and has no disclosed parent company, institutional investors, or external funding rounds.
Edel-Optics firmographics
Firmographics- Name
- Edel-Optics
- Legal name
- Edeloptics GmbH
- Website
- https://edel-optics.de
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Edel-Optics is a Hamburg-based direct-to-consumer online eyewear retailer founded in 2009, selling prescription glasses, sunglasses, sports eyewear, and contact lenses from 60+ premium brands plus its own VOOY private label to consumers across 45+ countries via localized e-commerce storefronts and four German retail stores.
- Ownership category
- akta.pro rank
Edel-Optics industry classification
Industry- Product category
- Online Optical Retail
- NAICS
- Optical Goods Retailers (45613), Ophthalmic Goods Manufacturing (339115)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses) (HLAKAKAL)
- akta.pro secondary industries
- Sunglasses & Luxury Eyewear (CRAKAEAE), Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions) (HLAHAJAE), Reading Glasses (OTC) (CRAAAKAG), AR Smart Glasses (CRACAIAE)
Keywords
Where Edel-Optics is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices3 records
Markets served
Edel-Optics business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Revenue generated from direct sales of eyewear products including prescription glasses, sunglasses, sport glasses, reading glasses, and contact lenses. The company sells both branded products from luxury designers and its own private label brands (VOOY by edel-optics, VOOY Deluxe). The business model involves one-time transaction sales with optional prescription lens upgrades.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Product pricing varies by brand and product category |
| Unit Pricing | Pay-as-you-go | Prescription lens upgrades |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Edel-Optics product offering
Product offeringCore offering
Edel-Optics (Edeloptics GmbH) is an online optician that sells prescription glasses, sunglasses, sports glasses, and reading glasses from over 60 designer and lifestyle brands, along with its own private-label VOOY and VOOY Deluxe lines. The company operates localized e-commerce sites in 45+ countries and complements online sales with 4 physical retail stores in Germany and an in-house lens production facility.
Product overview
Edel-Optics is an online eyewear retailer offering a comprehensive e-commerce platform for prescription glasses, sunglasses, sports glasses, and reading glasses across 30+ European countries and Canada. The product portfolio centers on three core offerings: Sonnenbrillen (sunglasses) featuring over 450 designer and lifestyle brands including Ray-Ban, Oakley, Prada, Gucci, Miu Miu, Tom Ford, Dolce & Gabbana, and Silhouette; Brillen (prescription glasses) with in-house lens manufacturing capabilities including progressive/multifocal lenses (Gleitsichtbrillen) and blue light filtering options; and Sportbrillen (sports glasses) for athletic activities. The company also offers private-label products under the VOOY by edel-optics and VOOY Deluxe sub-brands, plus a dedicated AI Glasses category. Customer-facing services include virtual try-on via webcam, home try-on programs, and quality lens production with transparent manufacturing processes. The platform operates across multiple languages and countries with free CO2-neutral shipping and 30-day return policy. Additional offerings include reading glasses (Lesebrillen) and children's eyewear (Kinderbrillen).
Differentiator
Problem solved
Functional benefit
Products and services
- Sonnenbrillen (Sunglasses)
Quantifiable outcome
- CO2-neutral shipping
Companies that use Edel-Optics
Customer profileSegments4 records
Ideal customer profiles1 record
Edel-Optics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature1 record
Edel-Optics partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- VOOY (Private Label Brand)coreEdel-Optics operates its own private label brands VOOY by edel-optics and VOOY Deluxe, which are exclusive product lines sold through the platform. This gives the company proprietary control over certain product offerings and margins.
Scale indicators2 records
Recent moves1 record
Expansion highlights6 records
Edel-Optics competitors and assessment
Company assessmentDirect peers
- Warby Parker: US-based vertically integrated DTC eyewear brand with own-brand frames, in-house lens labs, virtual try-on, and a national retail footprint. Highly comparable on DTC model, virtual try-on tech, and own-brand strategy (analogous to VOOY).
- SmartBuyGlasses: Online optical retailer (part of Motion Global) selling designer eyewear, prescription glasses, and sunglasses across Europe, North America, and Asia. Closely comparable multi-country e-commerce model with premium brand assortment and virtual try-on.
- GlassesUSA.com: US-headquartered online optical retailer carrying designer and own-brand prescription eyewear and sunglasses. Comparable in DTC model, branded assortment breadth, and prescription fulfillment workflow.
- Zenni Optical: Online-only optical retailer known for ultra-low-price prescription eyewear with in-house manufacturing. Comparable DTC optical e-commerce model, though positioned more value-segment than Edel-Optics' premium assortment.
- Mister Spex: Berlin-based online optical retailer operating across multiple European countries with prescription glasses, sunglasses, and contact lenses plus omnichannel stores. Most direct competitor given German roots, overlapping product mix, and similar DTC e-commerce plus physical retail model.
- EyeBuyDirect: Online optical retailer with broad assortment of prescription eyewear, sunglasses, and blue-light glasses, plus in-house lens labs. Comparable in DTC e-commerce, own-brand positioning, and lens upgrade attach model.
Broad incumbents
- EssilorLuxottica: Global eyewear conglomerate controlling many premium brands Edel-Optics resells (Ray-Ban, Oakley, Prada, Gucci) and operating LensCrafters, Sunglass Hut, and own DTC platforms. Comparable as both a key supplier and a structural competitive threat on the retail side.
- Specsavers: Large European/UK optical retail chain with strong private-label frame offering and growing online prescription service. Comparable on European optical retail, own-brand strategy, and prescription lens fulfillment.
- Fielmann: Germany's dominant optical retail chain with thousands of stores across Europe and a growing online channel. Comparable on optical retail assortment, prescription lens capability, and German market presence, but vastly larger physical footprint.
Emerging players
- Ace & Tate: Amsterdam-based DTC eyewear brand with own-brand frames, online and physical stores across Western Europe. Comparable on European DTC optical positioning, own-brand focus, and omnichannel model, though smaller and own-brand only.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Edel-Optics social profiles
Digital presenceEdel-Optics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Edel-Optics leadership team
Management profileNumber of profiles
Edel-Optics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Edel-Optics 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 Edel-Optics
What does Edel-Optics do?
Edel-Optics (Edeloptics GmbH) is an online optician that sells prescription glasses, sunglasses, sports glasses, and reading glasses from over 60 designer and lifestyle brands, along with its own private-label VOOY and VOOY Deluxe lines. The company operates localized e-commerce sites in 45+ countries and complements online sales with 4 physical retail stores in Germany and an in-house lens production facility.
Is Edel-Optics a public or private company?
Edel-Optics is a private company. It is classified as unknown and is currently operating.
When was Edel-Optics founded?
Edel-Optics was founded in 2009. It employs 51 to 100 people.
Where is Edel-Optics based?
Edel-Optics is headquartered in Hamburg, Germany, in the Europe region.
How does Edel-Optics make money?
One revenue line is on record: product Sales.
Who are Edel-Optics's main competitors?
Direct peers on record are Warby Parker, SmartBuyGlasses, GlassesUSA.com, Zenni Optical, Mister Spex and EyeBuyDirect. Broad incumbents are EssilorLuxottica, Specsavers and Fielmann. Ace & Tate is listed as an emerging player.
Does Edel-Optics have an API?
No public API is recorded for Edel-Optics.
What industry is Edel-Optics in?
Edel-Optics's product category is Online Optical Retail. Its primary akta.pro industry code is HLAKAKAL, Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses), with a secondary code of CRAKAEAE, Sunglasses & Luxury Eyewear. Its NAICS code is 45613 and its SIC code is 3851.