Fielmann AG
Fielmann AG is a Hamburg-based, publicly listed European optical retailer operating 900+ stores across 15 markets, selling prescription eyewear, contact lenses, and hearing aids to mass-market consumers through a vertically integrated, direct-to-consumer model supplemented by tele-ophthalmology and e-commerce.
- Company typePublic
- Founded1972
- HeadquartersHamburg, Germany
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Fielmann AG does
Fielmann AG is a Hamburg-headquartered, publicly listed optical and hearing-care retailer founded in 1972 and operating a network of 900+ stores across 15 European markets including Germany, Austria, Switzerland, Poland, the Czech Republic, and Spain. The company sells prescription eyeglasses, sunglasses, contact lenses (daily, weekly, monthly, toric, multifocal), and digital hearing aids through a vertically integrated model, with proprietary own-brand collections (Nulltarif, Atrea, Okidoki) alongside licensed designer brands (Ray-Ban, Gucci, Prada, Versace). Fielmann also operates more than 200 hearing-aid departments across its European footprint and has expanded into adjacent health services via the Ocumeda tele-ophthalmology platform, which has screened over 500,000 customers since 2024 for early detection of eye conditions.
The business is fundamentally a direct-to-consumer omnichannel retailer, monetizing through unit-priced eyewear (glasses from €18.90, premium designer frames up to €288), an annual Nulltarif subscription insurance product (€10/year single-vision, €50/year multifocal), contact-lens subscriptions, and hearing-aid sales. Distribution combines a dense European store network with country-specific e-commerce sites and AR-powered virtual try-on tools that have reportedly lifted online sales by 35% and reduced returns by 20%. The company complements its commercial offering with a free children's glasses program, free eye and hearing tests, a 6-week price guarantee, and long-running CSR initiatives such as the Blinkis road-safety campaign. Recent strategic emphasis has been on international expansion (Spain via the 2020 acquisition of Óptica & Audiología Universitaria), scaling the medical eye-screening service, and validating the tele-ophthalmology model through a €600,000 study with University Medical Center Hamburg-Eppendorf.
Fielmann AG firmographics
Firmographics- Name
- Fielmann AG
- Legal name
- Fielmann Group Aktiengesellschaft
- Website
- https://fielmann.de
- Company type
- Public
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Fielmann AG is a Hamburg-based, publicly listed European optical retailer operating 900+ stores across 15 markets, selling prescription eyewear, contact lenses, and hearing aids to mass-market consumers through a vertically integrated, direct-to-consumer model supplemented by tele-ophthalmology and e-commerce.
- Ownership category
- akta.pro rank
Fielmann AG industry classification
Industry- Product category
- 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
- Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions) (HLAHAJAE), Sunglasses (Non-Prescription) (CRAAAKAB), Reading Glasses (OTC) (CRAAAKAG), Individual Vision Insurance (FSAIAEAF)
Keywords
Where Fielmann AG is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices3 records
Markets served
Fielmann AG business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D, Others
Revenue model
- Optical Retail (Eyewear): Fielmann generates revenue primarily through retail sales of prescription glasses, sunglasses, and contact lenses through its network of 900+ stores across Europe. The company operates on a vertical integration model yielding margins above 50% in the contact lens division. Online sales have surged 25% year-over-year.
- Contact Lenses: Fielmann's contact lens division holds 25% share in Germany's €2.5 billion optical sector. The company offers daily, weekly, monthly, toric, multifocal, and colored contact lenses through its retail stores and growing e-commerce platform with a subscription option.
- Hearing Aids (Hörakustik): More than 200 Fielmann locations across Europe feature hearing aid departments offering digital hearing systems from major manufacturers. Services include free hearing tests, hearing aid fitting, and follow-up care.
- Nulltarif Insurance: Fielmann offers the Nulltarif insurance package for €10 annual premium covering prescription glasses with single-vision lenses, with a multi-focal option at €50 annual premium. The insurance includes coverage for breakages, damage, and vision changes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Annual | Nulltarif Collection - Glasses from €18.90 |
| Unit Pricing | Pay-as-you-go | Summer Duo Package - from €39 |
| Unit Pricing | Pay-as-you-go | Progressive/Multifocal Package - from €169 |
| Unit Pricing | Pay-as-you-go | Eye Check-Up - €34.90 |
| Unit Pricing | Pay-as-you-go | Designer/Eyewear Brands |
| Other | Annual | P/E 18x, 2.1% Dividend Yield (for investor reference) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Fielmann AG product offering
Product offeringCore offering
Fielmann AG is a vertically integrated optical retailer that designs, sources, and sells prescription eyeglasses, sunglasses, contact lenses, and hearing aids through a network of more than 900 stores across 15 European markets. The company also offers free and paid eye examinations, tele-ophthalmology-based medical screenings via the Ocumeda platform, AR-powered virtual try-on, and a subscription-based Nulltarif insurance plan covering breakage and prescription changes.
Product overview
Fielmann AG operates as a vertically integrated optical retailer offering a comprehensive eyewear and hearing care portfolio. The core product lines include prescription and non-prescription eyeglasses (Brillen) and sunglasses (Sonnenbrillen) spanning single vision, progressive, blue light filtering, digital, and sport variants. These are complemented by the company's own Nulltarif (zero-cost frame) collection and insurance program, designer luxury eyewear brands (Prada, Gucci, Tom Ford, Versace), contact lenses (daily/weekly/monthly/toric/multifocal), and hearing aids. Fielmann has expanded into digital health services with its Augen-Check-Up medical screening (using Ocumeda tele-ophthalmology platform) and AR-powered virtual try-on technology. The company serves customers across Germany, Austria, Switzerland, and Spain through 900+ retail locations and growing e-commerce. The portfolio targets all consumer segments from children (free glasses under 18, OKIDOKI sub-brand) to seniors (progressive lenses, hearing aids), with premium services including the eye screening check-up at €34.90.
Differentiator
Problem solved
Functional benefit
Brands
- Okidoki: Children's eyewear sub-brand featuring colorful, fun designs for kids.
- Atrea
- Nulltarif-Kollektion
- Benni Brillenschaf
Products and services
- Eyeglasses (Brillen) Prescription and non-prescription eyeglasses available in single vision, progressive, blue light filtering, digital, and sport variants, sold through Fielmann stores and online with own-brand and designer frames. Targeted at individual consumers needing vision correction.
- Sunglasses (Sonnenbrillen) Prescription and non-prescription sunglasses including polarized, sport, smart, and mirrored variants, featuring brands such as Ray-Ban, Gucci, Oakley, and Fielmann own-brand. Sold to consumers for sun protection and fashion.
- Contact Lenses (Kontaktlinsen) Full range of contact lenses including daily, weekly, monthly, spherical, toric, multifocal, blue light filtering, and colored variants, including the Atrea house brand. Sold to consumers as an alternative to prescription eyeglasses.
- Hearing Aids (Hörakustik) Full-service hearing care offering free hearing tests, digital hearing system fitting, and aftercare across more than 200 European locations, with products from manufacturers including Resound and Starkey. Targeted at consumers with hearing impairment.
- Augen-Check-Up (Eye Check-Up) Medical eye screening service priced at €34.90 that uses the Ocumeda tele-ophthalmology platform to connect customers with ophthalmologists for early detection of eye conditions, with over 500,000 customers served since 2024.
- Nulltarif Collection and Insurance Own-brand eyewear collection offered at zero cost for the frame, paired with the Nulltarif insurance plan at €10/year (single-vision) or €50/year (multifocal) covering frames, lenses, breakages, and vision changes. Sold to cost-conscious consumers.
- Contact Lens Subscription (Kontaktlinsen-Abo) Subscription service offering automatic recurring delivery of contact lenses and care products with cost savings versus one-time purchase. Targets regular contact lens wearers.
- Designer Eyewear Collection Luxury designer eyewear portfolio including Prada, Gucci, Tom Ford, Versace, Saint Laurent, Balenciaga, Burberry, Bottega Veneta, Chloé, Miu Miu, and Persol, sold at premium price points. Targeted at affluent consumers.
- Virtual Try-On Service AR-powered feature allowing customers to digitally test eyeglass and sunglass frames using a smartphone or webcam prior to purchase, demonstrated to reduce product returns by 20% and increase online sales by 35%.
Quantifiable outcome
- Online sales increased by 35% with AR-powered visualization tools
- +4 more outcomes
Companies that use Fielmann AG
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Fielmann AG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature1 record
Fielmann AG partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- University Medical Center Hamburg-Eppendorf (UKE)coreFielmann Group is sponsoring a €600,000 medical study conducted by UKE to scientifically validate Fielmann's eye check-up screening service using the Ocumeda tele-ophthalmology platform. The study compares screening results from Fielmann locations in the Hamburg metropolitan area with comprehensive examinations at UKE, with results expected at the end of 2027.
- OcumedacoreTele-ophthalmology platform connecting customers with ophthalmologists for early detection of eye conditions. Since 2024, the service has expanded across Fielmann branches in Germany, Austria, and Switzerland, reaching 300,000 customers with 20% of cases flagging abnormalities for further medical follow-up.
- Óptica & Audiología UniversitariacoreFielmann acquired an 80% equity stake in this Spanish optical retailer, marking entry into its 15th European market. The company is the third-largest chain in Continental Europe's fourth-largest optical market, operating 80 stores with over 1,000 employees and generating more than €100 million in sales in 2019. The long-term plan targets sales of more than 900,000 glasses and €250 million in revenue, with expansion to over 200 stores across Spain.
Scale indicators10 records
Recent moves1 record
Fielmann AG competitors and assessment
Company assessmentMarket position
Key risks5 records
Key highlights7 records
Customer concentration
Fielmann AG social profiles
Digital presenceFielmann AG financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fielmann AG leadership team
Management profileNumber of profiles
Profiles5 records
Fielmann AG subsidiaries and ownership
Company hierarchySubsidiaries1 record
Fielmann AG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fielmann AG 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 Fielmann AG
What does Fielmann AG do?
Fielmann AG is a vertically integrated optical retailer that designs, sources, and sells prescription eyeglasses, sunglasses, contact lenses, and hearing aids through a network of more than 900 stores across 15 European markets. The company also offers free and paid eye examinations, tele-ophthalmology-based medical screenings via the Ocumeda platform, AR-powered virtual try-on, and a subscription-based Nulltarif insurance plan covering breakage and prescription changes.
Is Fielmann AG a public or private company?
Fielmann AG is a public company. It is classified as public and is currently operating.
When was Fielmann AG founded?
Fielmann AG was founded in 1972. It employs 5,001 to 10,000 people.
Where is Fielmann AG based?
Fielmann AG is headquartered in Hamburg, Germany, in the Europe region.
How does Fielmann AG make money?
Four revenue lines are on record. Optical Retail (Eyewear) is the primary driver. The others are contact Lenses, hearing Aids (Hörakustik) and nulltarif Insurance.
Does Fielmann AG have an API?
No public API is recorded for Fielmann AG.
What industry is Fielmann AG in?
Fielmann AG's product category is Optical Retail. Its primary akta.pro industry code is HLAKAKAL, Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses), with a secondary code of HLAHAJAE, Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions). Its NAICS code is 45613 and its SIC code is 3851.