What Profil Optik does

Profil Optik is the largest optician chain in Denmark, operating approximately 147 retail stores nationwide under the legal entity Profil Optik Butikker A/S, headquartered in Taastrup. The company retails prescription glasses, sunglasses, contact lenses, sports eyewear, and smart eyewear, supported by professional in-store eye examinations (synsprøve) that include retinal imaging and intraocular pressure measurement for early detection of conditions such as glaucoma, macular degeneration, and diabetic complications. Its offering is anchored by a portfolio of eight proprietary house brands (Isa Nord, Peter Forsberg, Isak V, Alicia Lind, Ai, Rigel, D. Arnesen, Fellepini) produced at Synsam's Frösön facility, alongside authorized premium brand partnerships with Ray-Ban, Essilor lenses (Varilux, Eyezen, Transitions), Meta smart glasses, and the Erling Haaland Eyewear Collection. Operations are distributed across Denmark via physical storefronts, an e-commerce website (profiloptik.dk), and an online eye-test booking system, with the Copenhagen Nørreport flagship carrying exclusive products.

The business combines one-time retail sales with recurring revenue streams. Customers can purchase complete single-vision glasses from 400 kr or premium products up to ~2,550 kr, or subscribe to the Lifestyle bundle (glasses, sunglasses, sports eyewear, contact lenses, insurance, and annual exchange) at a representative 78 kr/month over 36 months at 0% interest, financed through PayEx. Additional recurring revenue comes from contact lens subscriptions across daily, bi-weekly, and monthly modalities sourced from Johnson & Johnson, Alcon, CooperVision, and Bausch & Lomb, often under the proprietary EyeQ label. Go-to-market is multi-channel: free eye tests drive in-store conversion, the celebrity Haaland partnership drives top-of-funnel brand awareness, seasonal sales (up to 70% off) drive bottom-of-funnel conversion, and corporate accounts extend into B2B benefits programs. The company targets general adult consumers as the primary segment, with secondary segments including children aged 5-12 (free sports glasses via the 'På lige vilkår' program), contact lens wearers, athletes, and Lifestyle subscribers.

Name

Profil Optik

Legal name

Profil Optik Butikker A/S

Website

https://profiloptik.dk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Profil Optik is Denmark's leading optician chain, operating approximately 147 retail stores that sell prescription glasses, sunglasses, contact lenses, sports eyewear, and smart eyewear to general Danish consumers through house brands, premium partnerships, and a Lifestyle subscription bundle.

Ownership category

akta.pro rank

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Retail eyewear sales: One-time purchase of glasses, sunglasses, sports eyewear and contact lenses through physical stores and e-commerce platform. Revenue generated from frame sales, lens upgrades, and coatings.
2. Lifestyle Subscription: Monthly payment plan for bundled eyewear solution including glasses, sunglasses, sports eyewear and contact lenses. Customers pay fixed monthly installments (representative example: 2,808 kr over 36 months at 78 kr/month with 0% interest). Includes insurance and annual exchange rights.
3. Eye examination services: Professional optometric services including comprehensive eye tests (free basic test, 348 kr for contact lens fitting refunded upon subscription, 298 kr for contact lens check included with subscription). Eye health examinations with retinal imaging.
4. Contact lens subscriptions: Ongoing contact lens purchases through subscription model, with various brands including EyeQ, Acuvue, Dailies, and others available in daily, bi-weekly, and monthly modalities.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Profil Optik sells prescription glasses, sunglasses, contact lenses, sports eyewear, and related lens products through a nationwide chain of approximately 147 retail stores in Denmark and an e-commerce platform, complemented by professional eye examination services. The Lifestyle subscription bundles multiple eyewear categories into a fixed monthly payment with insurance and annual frame exchange. The product range spans Scandinavian house brands, authorised premium brands such as Ray-Ban, and the Erling Haaland co-branded collection.

Product overview

Profil Optik is a Danish optician chain offering a comprehensive eyewear portfolio centered on prescription glasses, sunglasses, contact lenses, and sports eyewear. The core offering includes customizable lens types (single vision, progressive, photochromic/Transitions, polarized, UV-protective) paired with an extensive selection of frame brands. The company operates both a Lifestyle subscription model combining multiple eyewear types with insurance and annual replacement, and traditional retail purchase options. House brands include Scandinavian designers (Isa Nord, Peter Forsberg, Isak V, Alicia Lind, D. Arnesen), mass-market Ai eyewear, and specialty Rigel sports eyewear. Profil Optik also offers proprietary co-branded collections like Erling Haaland Eyewear, authorized premium brands (Ray-Ban), and emerging smart eyewear (Meta smart glasses). Eye examinations and contact lens subscriptions are available as complementary services.

Differentiator

Problem solved

Functional benefit

Brands

• Lifestyle: Monthly subscription plan offering glasses, sunglasses, sports glasses, and contact lenses for a fixed monthly price.
• Erling Haaland Eyewear Collection
• Second Hand by Profil Optik
• Isa Nord
• Peter Forsberg
• Isak V
• Alicia Lind
• Ai
• Rigel
• D. Arnesen
• Fellepini

Products and services

• Prescription Eyewear (Briller) Prescription eyeglass frames paired with customizable lens options including single vision, progressive, photochromic, polarized, mirror, and UV-protective coatings; for adult consumers seeking vision correction and lifestyle eyewear.
• Sunglasses (Solbriller) Non-prescription and prescription sunglasses with UV400 protection and polarized options, including house brands (Isa Nord, Ai, D. Arnesen, Fellepini, Rigel, Peter Forsberg, Alicia Lind, Isak V), authorised Ray-Ban, and the co-branded Erling Haaland Eyewear Collection.
• Contact Lenses (Kontaktlinser) Contact lenses supplied in daily, bi-weekly, monthly, and weekly variants, including EyeQ private-label and brands such as Acuvue, Dailies, and Biofinity, with options for astigmatism and multifocal prescriptions; available through retail purchase or recurring subscription.
• Sports Eyewear (Sportsbriller) Sport-specific eyewear with secure fit, impact resistance, and lens options including prescription, progressive, photochromic, and polarized; sold under Rigel house brand and Erling Haaland collection for athletes and active consumers.
• Profil Optik Lifestyle Subscription Monthly subscription bundling multiple eyewear categories with 0% interest financing via PayEx, free lens replacement for prescription changes, annual frame exchange rights, and included insurance; designed for consumers seeking predictable budgeting and recurring coverage.
• Eye Examination (Synsprøve) Comprehensive eye examination conducted by authorised opticians featuring retinal photography and intraocular pressure measurement for early detection of glaucoma, diabetes-related changes, and age-related macular degeneration; serves as the customer-acquisition service funnel.
• Second Hand by Profil Optik Pre-owned refurbished designer glasses collection offering quality frames at reduced prices to support circular-economy eyewear purchasing.
• Erling Haaland Eyewear Collection Premium co-branded sunglasses and sports glasses featuring UV400 protection and polarised lenses, available at flagship and online channels, including a Limited Edition (999 units) tied to Haaland's jersey number 9.
• Meta Smart Glasses (Ray-Ban Meta / Oakley Meta) Meta-powered smart eyewear integrating camera, audio, and Meta AI features, available in Ray-Ban Meta Wayfarer Gen 2 and Oakley Meta styles, including through Lifestyle subscription.
• Lens Types (Brilleglas) Specialised lens configurations (single vision, progressive, photochromic Transitions, polarized, mirror, UV-protective) supplied through Essilor partnerships including Varilux and Eyezen product lines.

Quantifiable outcome

• Complete single-vision glasses starting from 400 kr
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• EssilorcoreTechnology or IntegrationLeading lens manufacturer supplying branded lenses including Varilux progressive lenses, Eyezen digital lenses, and photochromic Transitions lenses. Core technology partnership for lens products.
• Erling HaalandflagshipStrategic or Co-development PartnerCelebrity brand ambassador partnership featuring the Erling Haaland Eyewear Collection including sunglasses, sports glasses, and Limited Edition pieces. 999-unit limited edition collection centered on jersey number 9. Co-developed product line reflecting the footballer's vision and style preferences.
• Meta (Ray-Ban Meta, Oakley)coreTechnology or IntegrationSmart glasses integration partner offering Meta-powered eyewear including Ray-Ban Meta Wayfarer Gen 2 and Oakley Meta styles. Available through Lifestyle subscription and regular retail. Features camera, audio, and AI capabilities.
• Ray-BancoreChannel Partner/ Reseller/ DistributorAuthorised dealer with over 2,400 Ray-Ban models in stock - one of Denmark's largest selections. Includes iconic styles (Aviator, Wayfarer, Clubmaster), junior collection, and Meta smart glasses. Flagship brand partnership.
• Nationwide ophthalmologistsminorChannel Partner/ Reseller/ DistributorReferral network of eye doctors across Denmark. Profil Optik connects customers requiring advanced eye care to specialists, and receives referrals for prescription eyewear. Ensures high professional standards.
• Contact lens manufacturers (Johnson & Johnson/Acuvue, Alcon/Dailies, CooperVision/Biofinity, Bausch & Lomb)coreTechnology or IntegrationSupply partnerships with major contact lens manufacturers providing daily, bi-weekly, and monthly lenses under brands including Acuvue, Dailies, Biofinity, and Air Optix. Some products offered under own EyeQ brand.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Louis Nielsen: Denmark's other major high-street optical chain, owned by Specsavers. Head-to-head competitor on physical-store footprint, designer brand assortment, free eye tests, and subscription/contact-lens programs in the same Danish consumer base.
• HjemmeOptik: Danish mobile/optical chain offering home-visit eye tests and dispensing, overlapping with Profil Optik on the same Danish consumer base. Comparable on home-service optician positioning but distinct on channel.
• Warby Parker: US optical retailer built around an at-home try-on and vertically integrated house-brand model. Closest analog in concept (eyewear-as-subscription, strong own-brand, omni-channel) and a relevant comparable for Profil Optik's Lifestyle mechanics.
• Lensway: European online optical retailer with a Danish storefront offering glasses and contact lenses; competes most directly on contact-lens and sunglasses replenishment online against Profil Optik's e-commerce channel.

Broad incumbents

• Synsam Group: Swedish-listed optical retailer operating the Synsam, Profil Optik and other Nordic banners; produces house brands at the Frösön facility referenced in Profil Optik's brand portfolio. Functions as parent/affiliated group and broader-scale incumbent across Sweden, Norway, Finland, and Denmark.
• Specsavers: Global optical retailer and owner of Louis Nielsen. Comparable large-scale optical chain model with free eye-test-led customer acquisition, premium and house-brand mix, and multi-country retail footprint.
• Fielmann: Europe's largest optical retailer by store count with vertically integrated lens manufacturing and dominant national chains. Directly comparable in operating model (large-format optical chain, own-brand mix, prescription-led) but at materially greater scale.
• GrandVision (EssilorLuxottica Retail): World's largest optical retail platform (formerly GrandVision, now part of EssilorLuxottica), with banners across Europe. Comparable as a benchmark of retail scale and as an alternative supplier/partner channel for designer brand allocation.

Emerging players

• Mister Spex: European online-led optical retailer with omnichannel partnership stores in Germany and other markets. Relevant for online optical retail competition and for the digital customer journey Profil Optik must defend against.
• EyeBuyDirect: Online direct-to-consumer eyewear retailer offering low-cost frames and lenses. Relevant online-first challenger with overlapping value proposition in non-prescription sunglasses and basic prescription eyewear.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/profiloptik
• LinkedInlinkedin.com/company/profil-optik-a-s

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 Profil Optik