SINNER

What SINNER does

SINNER B.V. is a privately held Dutch sportswear and lifestyle brand headquartered in Weesp, Netherlands, founded in 1996 and operating with 51–100 employees. The company designs and produces eyewear and accessories in-house, spanning sport sunglasses (cycling, golf, running, watersports, court sports), fashion sunglasses, prescription eyeglasses and sport glasses (entry price €99 including prescription lenses, with multifocal upgrades at €100), winter sports equipment (snow goggles with SINTEC polarized and TRANS+ photochromic lenses, ski helmets with S-IMPACT+ and ABS impact protection, and DRY-S/DRY-S+ waterproof gloves), plus adjacent accessories including waterproof bags, backpacks, flip-flops, apparel, and headwear. Differentiated proprietary technologies — SINTEC, TRANS+, S-IMPACT+, DRY-S/DRY-S+, and ABS — are developed in-house and applied across the portfolio, with CE compliance disclosed for sunglasses, ski helmets, and ski goggles.

SINNER operates an exclusively direct-to-consumer e-commerce model through sinner.eu, with a 6-language storefront (EN, AT, ES, FR, NL, DE), same-day shipping for orders placed before noon on weekdays, and complimentary loss/theft/damage insurance on all eyewear purchases. Products are sold in 24+ countries across five explicitly served Western European markets (Netherlands, Germany, France, Spain, Austria) and are developed in collaboration with world-class athletes and leading artists. Revenue streams are transactional unit sales across the four product pillars (eyewear, winter sports, bags and accessories, prescription add-ons), with the customer base distributed across athletes, fashion-conscious consumers, prescription eyewear users, and winter sports enthusiasts. The company is founder/management-controlled with no disclosed institutional investors, parent company, funding rounds, or M&A activity in the source data, and holds a 4.5/5 Trustpilot rating.

Name

SINNER

Legal name

SINNER B.V.

Website

https://sinner.eu

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

SINNER B.V. is a Dutch direct-to-consumer sports and lifestyle brand (founded 1996) that designs and sells in-house eyewear, winter sports equipment, bags, and accessories across 24+ countries via its e-commerce platform.

Ownership category

akta.pro rank

Product category

Sports Eyewear

NAICS

Ophthalmic Goods Manufacturing (339115), Optical Goods Retailers (45613)

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

Sport & Performance Eyewear (CRAAAKAC)

Keywords

• Sports eyewear
• Prescription glasses
• Ski goggles
• Ski helmets
• Sports accessories

Headquarters

HQ city

Weesp

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Eyewear Sales: Direct product sales of sunglasses, sport glasses, prescription glasses, and accessories through e-commerce platform
2. Winter Sports Products: Sales of ski goggles, ski helmets, gloves, and winter accessories
3. Bags and Accessories: Sales of waterproof bags, backpacks, flip-flops, and summer accessories
4. Prescription Lens Add-ons: Additional revenue from multifocal lens upgrades at 100 euros per pair

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

SINNER designs, manufactures, and sells sports eyewear, prescription glasses, ski goggles, ski helmets, gloves, and outdoor accessories directly to consumers through its online shop at sinner.eu. The company produces frames and lenses in-house with proprietary technologies such as SINTEC polarized, TRANS+ photochromic, and S-IMPACT+ helmet impact protection, and bundles every eyewear purchase with free insurance against loss, theft, or damage.

Product overview

SINNER is an international sports and lifestyle brand founded in 1996, originally specializing in sports sunglasses and now offering a comprehensive portfolio of eyewear and outdoor accessories. The core product lines include sunglasses and sport glasses (cycling, golf, running, watersports), prescription glasses, and winter sports products (snow goggles and ski helmets with advanced safety technologies). The company also offers seasonal accessories including waterproof bags, gloves with DRY-S technology, flip-flops, apparel, and headwear. All products are designed in-house without intermediaries, with iconic products developed in collaboration with top athletes and artists. The company sells in over 24 countries and provides free insurance on all eyewear.

Differentiator

Problem solved

Functional benefit

Products and services

• Sunglasses Fashionable and innovative sunglasses for men, women, and children, including polarized, eco-friendly, festival, prescription, clip-on, kids, and ski variants. Sold directly through sinner.eu.
• Sport Glasses Specialized sports sunglasses engineered for cycling, golf, running, court sports, watersports, and allround sports activities, with prescription options available.
• Prescription Glasses High-quality prescription eyeglasses starting from 99 euros including prescription lenses, with multifocal lens upgrade option at an additional 100 euros per pair.
• Snow Goggles High-performance ski goggles featuring polarized SINTEC and photochromic TRANS+ lens technology for visibility in all weather conditions. Includes ski sunglasses variants.
• Ski Helmets Advanced ski helmets with S-IMPACT+ inner shell, ABS construction, and shock-absorbing EPP lining for maximum safety and comfort during winter sports.
• Bicycle Helmets Protective helmets designed for cycling, with some models suitable for both skiing and snowboarding.
• Winter Gloves Waterproof, windproof, and breathable gloves and mittens featuring DRY-S and DRY-S+ technology for women, men, and children.
• Waterproof Bags and Backpacks Waterproof backpacks, travel bags, ski backpacks, handbags, shoppers, bike backpacks, and two-in-one bags for various outdoor activities.
• Flip-flops and Sandals Fashionable sandals and slippers available in various colors, styles, and materials for men, women, and children.
• Apparel Summer clothing including T-shirts available in various styles and sizes.
• Winter Headwear Winter headwear and accessories including beanies, headbands, earmuffs, scarves, and ski socks for additional warmth and protection.
• Summer Headwear Summer headwear including caps and bandanas for sun protection and style.
• Night Glasses Specialized glasses designed for night-time use or low-light conditions.
• Safety Glasses Protective safety glasses for work or sports requiring eye protection.
• Gaming Glasses Specialized eyewear designed for gaming to reduce eye strain and filter blue light.
• Free Insurance on Eyewear Complimentary insurance coverage bundled with all eyewear purchases, protecting against loss, theft, or damage.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Top Athletes (Collaborative Design)coreStrategic or Co-development PartnerSINNER products are developed in collaboration with world-class athletes who contribute to product design and testing for sports-specific performance requirements.
• Leading Artists (Collaborative Design)coreStrategic or Co-development PartnerSINNER collaborates with leading artists on product design, bringing creative and artistic perspectives to their eyewear and lifestyle product collections.
• Shades of LoveminorStrategic or Co-development PartnerSINNER supports the Shades of Love initiative that collects and distributes sunglasses to communities in the Himalayan and Andean regions at high altitudes where eye damage from UV radiation is prevalent. SINNER transports donated sunglasses to these remote areas.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Alpina: Alpina is a European brand specializing in sport sunglasses, ski goggles, and ski helmets, with similar target market and price positioning to SINNER.
• Uvex: Uvex manufactures sport sunglasses, ski goggles, helmets, and safety eyewear, directly competing with SINNER across sport, winter, and protective eyewear categories.
• Oakley: Oakley is a global leader in sport-performance sunglasses, goggles, and helmets — directly comparable to SINNER's sport eyewear, snow goggles, and protective helmets across cycling, snow sports, and active lifestyle.
• Bollé: Bollé is a European sport eyewear, ski goggles, and helmet brand with comparable product breadth across sunglasses, prescription sport eyewear, and winter protective gear.
• Smith Optics: Smith specializes in snow goggles, helmets, and sport sunglasses with proprietary lens technologies (e.g., ChromaPop), directly overlapping with SINNER's SINTEC/TRANS+ goggles and S-IMPACT+ helmets.
• POC: POC designs sport-protective equipment including ski helmets, goggles, and cycling eyewear with strong safety technology focus — directly comparable to SINNER's snow helmets and sport eyewear lines.
• Rudy Project: Rudy Project produces high-performance sport sunglasses, cycling glasses, and prescription sport eyewear — closely comparable to SINNER's sport-specific and prescription eyewear portfolio.

Broad incumbents

• Nike Vision: Nike Vision extends Nike's sport brand into performance eyewear, overlapping with SINNER's sport sunglasses for running, cycling, and training, though Nike operates at vastly greater scale and distribution.
• Adidas Eyewear: Adidas Eyewear (produced under license by Safilo) offers sport sunglasses across running, cycling, and outdoor — overlapping with SINNER's sport glasses portfolio but distributed globally through sporting goods retail.

Emerging players

• Bliz Active Eyewear: Bliz is a Scandinavian sport-eyewear specialist with a similar value-positioning playbook to SINNER, offering sport sunglasses and snow goggles directly to consumers and through sport specialty retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@sinner.eu
• Xx.com/sinner_as_i_am

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 SINNER