Kind

What Kind does

KIND GmbH & Co. KG is a German private retail company headquartered in Burgwedel that operates the country's largest hearing care (Hörakustik) specialty store network, with over 700 locations. The company sells hearing aids ranging from its signature KIND Nulltarif (€0 out-of-pocket with statutory health insurance coverage) to premium devices, alongside professional audiology services including hearing tests, fittings, and ongoing maintenance. KIND's core customer base consists of hearing-impaired individuals in Germany, with limited operations in Austria and Luxembourg.

The company expanded into eyewear (Augenoptik) around 2016, reaching its 10-year anniversary in 2026, and now offers single vision, progressive, occupational, and sunglass lenses alongside frames and eye exams. In February 2026, KIND launched the KINDsevan IF, an AI-powered in-the-ear hearing aid featuring Bluetooth streaming, rechargeable battery technology, and advanced sound processing. The company also operates dedicated KIDS Centers for pediatric audiology services and maintains digital channels including virtual try-on tools and online hearing tests.

KIND operates a direct-to-consumer retail model, generating revenue through hearing aid sales, eyewear products, and professional services. The business leverages partnerships with German statutory health insurance providers to offer zero-cost hearing aids, while the affiliation with Oticon GmbH (part of the Demant Group) via the parent entity KIND Verwaltung GmbH provides product supply advantages. The company is led by Managing Directors Søren Nielsen and Claus Magnusson Beck. Vertical diversification through eyewear and premium product mix (AI-enabled hearing aids) represent the primary growth vectors in the otherwise mature German hearing care market.

Name

Kind

Legal name

KIND GmbH & Co. KG

Website

https://kind.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

251–500 employees

Short description

KIND is a German retail chain operating 700+ specialty stores offering hearing aids, vision care, and eyewear products. The company serves hearing-impaired individuals and vision correction seekers with subsidized insurance-covered devices and premium AI-enabled offerings.

Ownership category

akta.pro rank

Product category

Hearing and Vision Care Retail

NAICS

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

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

Audiology & Hearing Services (ENT-Affiliated) (HLAKAMAI)

Keywords

• Hearing aid retail
• Prescription eyewear stores
• Audiology services
• Optical retail
• Hearing care Germany

Headquarters

HQ city

Großburgwedel

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hearing Aids Sales: Revenue from selling hearing aids and accessories. Hearing devices are available at subsidized rates (starting from 0 euros) for patients with statutory health insurance coverage, with additional premiums for advanced features. Battery sales, accessories, and replacement parts contribute ongoing revenue.
2. Eyewear Sales: Revenue from prescription glasses, sunglasses, and lenses across various categories including single-vision, progressive, occupational, and driving glasses. Sales include both in-store purchases and online ordering with in-store pickup and fitting.
3. Professional Services: Fees for professional services including eye tests, contact lens fitting, and driver's license vision tests. Professional eye tests are included with KIND eyewear purchases; standalone tests cost 25 euros. Contact lens consultation is priced at 40 euros.
4. Hearing Aid Services: Revenue from hearing aid maintenance, repairs, and adjustments. Basic service checks, cleaning, and minor repairs are offered free for existing customers; certain parts and services are chargeable.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

KIND operates more than 700 specialty retail stores across Germany selling hearing aids and prescription eyewear, accompanied by professional in-store services such as free hearing tests, eye exams, fittings, and after-sales maintenance. The company also runs the KIND Nulltarif program that delivers hearing aids at zero out-of-pocket cost to members of statutory health insurance with an ENT prescription, and complements its stores with an e-commerce site offering virtual try-on and in-store pickup for eyeglasses.

Product overview

KIND is a German hearing and vision care company operating a network of over 700 retail stores across Germany (with some sources citing over 600). The company offers two integrated divisions: Hörakustik (Hearing Acoustics) and Augenoptik (Optical/Eyewear). The hearing division centers on hearing aids (Hörgeräte) including the KIND Nulltarif zero-cost hearing aid program for statutory insurance members, rechargeable and Bluetooth-enabled hearing devices, and the AI-powered KINDsevan IF in-ear hearing aid launched in February 2026. Hearing services include free hearing tests, online hearing tests, hearing protection (standard and custom), tinnitus solutions, and cochlear implant services. The optical division offers prescription eyeglasses across multiple categories (single-vision, progressive/Gleitsicht, occupational/computer, reading, driver, and children's glasses), sunglasses with owned brands KINDsun and KIND Kollektion plus third-party brands Ray-Ban, Marc O' Polo, Etnia Barcelona, Jaguar, Vogue, and Mexx, contact lenses, and lens products with glass options. Services across both divisions include free in-store vision and hearing tests, a KIND mobile app, professional consultations, insurance, financing options, and a 100-day money-back guarantee. The company also provides a Führerschein-Sehtest (driver's license eye test) service.

Differentiator

Problem solved

Functional benefit

Brands

• KINDsun: KIND's own brand of sunglasses
• KIND Kollektion
• KIND Nulltarif

Products and services

• KIND Nulltarif Hearing Aids (zero-cost hearing aids) Hearing aids provided at 0 euros (plus a 10 euro co-payment per device) to members of statutory German health insurance who hold an ENT doctor's prescription, including an individually crafted ear mold at no extra private cost.
• KINDsevan IF hearing aid An in-the-ear (ITE) hearing aid with AI-powered sound processing, rechargeable battery for full-day use, Bluetooth streaming of phone calls, TV audio, and music, and a near-invisible form factor for adult hearing aid users.
• Rechargeable hearing aids (Hörgeräte mit Akku) Hearing aids with rechargeable battery technology delivering full-day power on a single charge, marketed as a flexible alternative to disposable-battery devices.
• Bluetooth hearing aids (Bluetooth-Hörgeräte) Smart hearing aids with Bluetooth connectivity that stream phone calls, television audio, and music directly from paired devices to the hearing aids.
• Tinnitus hearing aids (Tinnitus-Hörgeräte) Hearing aids with integrated sound generation (noiser) functionality intended to provide sound therapy and relief for individuals experiencing tinnitus.
• Standard hearing protection (Standardgehörschutz) Standard, ready-to-wear hearing protection devices for consumers seeking general noise reduction in loud environments.
• Custom hearing protection (Individualhörschutz) Individually manufactured, custom-fitted hearing protection for personal use and occupational hearing protection programs at companies.
• Single-vision prescription glasses (Einstärkenbrillen) Prescription glasses with single-vision lenses that correct one type of visual impairment, made from lightweight, anti-reflective, hardened, easy-care lenses with UV protection.
• Progressive glasses (Gleitsichtbrillen) Progressive/multi-focal glasses that combine multiple lens strengths in one lens for seamless near, intermediate, and distance vision, with extra-wide visual fields and a complete package price from 239 euros.
• Occupational / computer glasses (Arbeitsplatzbrillen) Glasses specifically designed for computer and screen-based work, with lens powers optimized for intermediate viewing distances of 30 to 100 cm.
• Reading glasses (Lesebrillen) Reading glasses that correct presbyopia (age-related farsightedness), individually manufactured based on the customer's eye test and precise measurements.
• Driver's glasses (Autofahrerbrillen) Specialized driving glasses with lenses that reduce glare from sunlight and wet road reflections, improve recognition of traffic signals, and may include polarization.
• Blue light filtering glasses (Blaufilterbrillen) Glasses with blue light filtering lenses intended to reduce eye strain associated with prolonged use of digital screens.
• Children's glasses (Kinderbrillen) Eyeglasses designed for children, fitted and sold through the KIND store network.
• Sunglasses (KINDsun, KIND Kollektion and licensed brands) Sunglasses sold across multiple categories, featuring KIND's own brands KINDsun and KIND Kollektion as well as licensed third-party brands such as Ray-Ban, Vogue, and Mexx.
• Contact lenses (Kontaktlinsen) Contact lenses sold as a complete offering that includes professional fitting, personal consultation, trial fitting, training, and care/usage instructions.
• In-store hearing test A no-cost professional hearing assessment performed in KIND retail stores to diagnose hearing loss and recommend suitable hearing solutions.
• Online hearing test (Online-Hörtest) A digital self-screening hearing test available on kind.com that delivers an initial hearing assessment in about 3 minutes and directs users to professional in-store consultation.
• Professional eye test (Sehtest) A subjective refraction eye examination that determines the customer's eyeglass prescription, included free with a KIND eyewear purchase or available standalone for a 25 euro service fee.
• Driver's license vision test (Führerschein-Sehtest) An officially recognized driver's license vision screening (Sehtest) for license classes A, A1, A2, B, BE, AM, L, and T, priced at 5 euros and issuing an official certificate valid for two years.
• Contact lens consultation and fitting A 40 euro contact lens fitting service covering individual consultation, professional vision analysis, and instructions on care and usage for new contact lens wearers.
• KIND Hörimplantat-Service (cochlear implant service) A dedicated cochlear implant service offered at selected KIND locations, providing information, clinic referrals, and on-site service such as sound processor maintenance, spare parts, and repairs for cochlear implant users.
• Industrial hearing protection service (Hörschutz für Firmen) Consultation and supply service for companies providing occupational hearing protection, including custom-fitted earplugs for employees working in high-noise environments.
• Virtual eyeglass try-on (Virtuelle Anprobe) A digital service that lets customers virtually try on eyeglass frames before purchasing, supporting the online-to-offline purchase journey.

Quantifiable outcome

• 100-day money-back guarantee on all products
• +2 more outcomes

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

One partnership is on record.

• Health Insurance Companies (Gesetzliche Krankenversicherung)coreOthersKIND partners with statutory health insurance providers in Germany to offer the KIND Nulltarif program, where hearing aids are provided at 0 euros cost to insured patients with medical prescriptions. KIND handles insurance claim processing on behalf of customers.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Specsavers: UK/Ireland-headquartered optical and hearing care chain with joint-venture model in some markets. Comparable combined hearing-optical retail model; relevant benchmark for KIND's integrated store approach outside Germany.

Others

• Demant: Parent of Oticon (manufacturing) and potential related party of KIND via KIND Verwaltung GmbH. Most relevant as ecosystem participant, set pricing for hearing devices, and as a benchmark for the manufacturing-retailer value chain.

Broad incumbents

• WS Audiology: Global hearing aid manufacturer (Widex, Signia) with retail partnerships. Comparable to KIND's dependency on hearing aid OEMs; relevant for competitive supply dynamics and benchmark for vertically-integrated retail.
• GN Hearing (GN Audio): Danish hearing aid manufacturer (ReSound, Jabra). Comparable as hearing aid OEM and adjacent retail-format supplier; relevant for KIND's hearing aid product portfolio strategy.
• Sonova: Swiss hearing healthcare conglomerate (Phonak, Unitron) with owned retail. Comparable in that it combines hearing aid manufacturing with retail; relevant as a vertically-integrated peer and benchmark for KIND's potential Demant/Oticon integration.

Direct peers

• Mister Spex: German online-first optical retailer with omnichannel store network. Competes with KIND's optical side on convenience and price for prescription glasses and sunglasses, especially digitally-engaged buyers.
• Amplifon: Global leader in hearing aid retail with 9,000+ stores across multiple countries. Closest direct hearing-aid-retail peer; same business model (specialty retail + insurance partnerships), and a useful benchmark for KIND's international expansion potential.
• Apollo Optik: One of Germany's largest optical chains with hundreds of stores. Competes directly with KIND on prescription eyewear, sunglasses, and contact lens fitting, with a similar retail-storefront model.
• Fielmann: Germany's largest optical retailer with ~1,000 stores. Directly competes with KIND's Augenoptik (eyewear) division on prescription glasses, sunglasses, and contact lenses, and is the dominant benchmark for German optical retail scale.

Emerging players

• Mueller (Eyewear): German retail chain offering optical products alongside other categories. Comparable as a German eyewear retailer with a multi-category store model; competes most directly in budget optical segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Kind