sehen!wutscher

What sehen!wutscher does

sehen!wutscher, legally Wutscher Optik GmbH & Co KG, is an Austrian family-owned optical and hearing-aid retailer headquartered in Graz and founded in 1966, now in its third generation of family leadership under Fritz jr. and Alexandra Wutscher-Hold. The company operates more than 125 retail branches spanning all nine Austrian federal states, complemented by a full e-commerce platform at wutscher.com with virtual try-on (Virtuell anprobieren) and online appointment booking. It employs over 700 people, including qualified master opticians (Meisteroptiker:innen) and eye opticians (Augenoptiker:innen), and offers professional eye examinations, contact-lens fitting, and hearing tests alongside its product sales.

The product portfolio spans prescription eyeglasses (single-vision, progressive, blue-light filter, computer, gaming, and driving glasses), prescription and non-prescription sunglasses, contact lenses (daily, weekly, monthly, toric, spherical, and progressive), and individually fitted hearing aids (in-ear and behind-the-ear models with Bluetooth). Brand depth combines international luxury houses (Ray-Ban, Gucci, Prada, Miu Miu, CHANEL, Versace) with Austrian labels (Andy Wolf, gloryfy unbreakable, Silhouette) and the proprietary FR!TZ EYEWEAR brand available exclusively at sehen!wutscher. Technology integrations include Meta Ray-Ban Gen2 smart glasses and the Thiem View Kollektion 2026 sport sunglasses line.

Revenue is generated through a hybrid B2C model: one-time product sales (entry-level frames from ~€50, premium designer eyewear above €600), professional service fees, and recurring subscription packages — specifically the Brillen All-Inclusive-Paket, Sonnenbrillen All-Inklusive-Paket (from €5.95/month), and LensFit contact-lens package — each with a 24-month minimum term, bundled insurance, and biennial product replacement. The company is privately held, has no disclosed external funding, and reports no public financials; awards include ÖGVS Testsieger 2025 and 10 consecutive Service Champion designations.

Name

sehen!wutscher

Legal name

Wutscher Optik GmbH & Co KG

Website

https://wutscher.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

501–1,000 employees

Short description

sehen!wutscher is an Austrian family-owned optical and hearing-aid retailer operating 125+ stores and an e-commerce shop, selling prescription glasses, sunglasses, contact lenses, and hearing aids to consumers across all nine Austrian federal states.

Ownership category

akta.pro rank

Product category

Optical Retail

NAICS

Optical Goods Retailers (456130)

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses) (HLAKAKAL)

akta.pro secondary industries

Sunglasses (Non-Prescription) (CRAAAKAB), Luxury & Designer Eyewear (CRAAAKAD), Sport & Performance Eyewear (CRAAAKAC)

Keywords

• Optical retail
• Prescription eyewear
• Contact lenses
• Hearing aids
• Professional eye exams

Headquarters

HQ city

Graz

HQ country

Austria

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Eyewear product sales: Sale of prescription glasses, sunglasses, frames, and lenses through both retail stores and online shop. Includes single-vision (Einstärkenbrille) and progressive/multifocal (Gleitsichtbrille) lenses. Revenue generated per transaction with various price points from entry-level to premium designer brands.
2. All-Inclusive Packages (Brillen & Sonnenbrillen Abo): Monthly subscription-style packages offering a new glasses or sunglasses every two years with insurance coverage, professional services, and lens adaptations included. Billed monthly with rates starting at €5.95 for sunglasses package. Creates recurring revenue stream.
3. Contact lenses and care products: Sale of daily, weekly, monthly, toric, and spherical contact lenses along with LensFit All-Inclusive Package and care solutions. One-time purchase model for individual lenses and recurring for LensFit package.
4. Hearing aids and services (Hörgeräte): Sale of individually fitted hearing aids (Im-Ohr and behind-ear models), hearing tests, and related services including the hören!wutscher Vollkaskoschutz (full-coverage protection plan).
5. Professional services: Fees for professional eye tests, contact lens fitting, children's vision consultations, and hearing tests. Some services offered free as part of packages or promotions.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

sehen!wutscher is an Austrian optical retailer selling prescription eyeglasses, sunglasses, contact lenses, and hearing aids through 125+ physical stores and an e-commerce platform. The company offers All-Inclusive subscription packages for glasses, sunglasses, and contact lenses with insurance coverage, and provides professional services including eye tests, contact lens fitting, and hearing tests conducted by qualified master opticians.

Product overview

sehen!wutscher is an Austrian optical retailer operating over 125 stores across Austria with an e-commerce platform. The company offers a comprehensive eyewear portfolio comprising optical eyeglasses (single-vision, progressive, blue-light filter, computer, gaming, and driving glasses), prescription and non-prescription sunglasses, contact lenses (daily, weekly, monthly, toric, and progressive), and hearing aids with Bluetooth capability. The product range spans luxury designer brands (Ray-Ban, Gucci, Prada, Miu Miu, CHANEL, Dolce & Gabbana, Saint Laurent, Versace) and Austrian labels (Andy Wolf, gloryfy unbreakable, Silhouette, FR!TZ EYEWEAR). The company also offers subscription packages: Brillen All-Inclusive-Paket and Sonnenbrillen All-Inklusive-Paket providing new eyewear every two years with insurance coverage starting at €5.95/month, and LensFit for contact lenses. Service offerings include professional eye and hearing tests, personalized consultations, and a virtual try-on feature. The Thiem View sport sunglasses collection and Meta smart glasses represent recent product expansions.

Differentiator

Problem solved

Functional benefit

Products and services

• Brillen (Eyeglasses) Prescription and non-prescription optical eyeglasses including single-vision (Einstärkenbrille), progressive (Gleitsichtbrille), blue-light filter, computer, gaming, and driving glasses, available in acetate, titanium, horn, and transparent frames from international designer and Austrian brands. Sold to Austrian consumers through retail stores and the online shop.
• Sonnenbrillen (Sunglasses) Prescription and non-prescription sunglasses with UV protection, available in polarized, mirrored, self-tinting, and gradient variants. Includes optical sunglasses, sport sunglasses, and driving sunglasses from brands such as Ray-Ban, CHANEL, Gucci, Miu Miu, Prada, FR!TZ EYEWEAR, and gloryfy unbreakable. Sold to Austrian consumers via retail stores and the online shop.
• Kontaktlinsen (Contact Lenses) Contact lenses including daily (Tageslinsen), weekly (Wochenlinsen), monthly (Monatslinsen), progressive (Gleitsichtlinsen), toric for astigmatism, and spherical variants, plus care products (Pflegemittel). Sold to Austrian consumers requiring vision correction who prefer contact lenses over glasses.
• Hörgeräte (Hearing Aids) Individually fitted hearing aids including in-ear (Im-Ohr) and behind-ear (Hinter dem Ohr) models with optional Bluetooth connectivity, plus hearing protection products for office, concerts, sleeping, and swimming. Sold to adults with hearing loss across Austria through the h\u00f6ren!wutscher branded service.
• Brillen All-Inclusive-Paket Subscription-style eyeglasses package offering a new pair of glasses every two years with no down payment, monthly payment options, full insurance coverage, and lifetime free in-store service including adjustments and repairs. Targeted at Austrian consumers who want predictable recurring costs for prescription eyewear replacement.
• Sonnenbrillen All-Inklusive-Paket Subscription-style sunglasses package offering new branded prescription sunglasses every two years with no down payment, monthly instalments starting at €5.95, comprehensive insurance coverage (breakage, theft, loss) with 25% excess, and free diopter adjustment. Targeted at Austrian consumers seeking predictable recurring costs for prescription sunglasses.
• LensFit Kontaktlinsen All-Inclusive-Paket Subscription-style contact lens package providing regular free deliveries, replacement on loss or damage, and vouchers for eyeglasses or sunglasses. Targeted at Austrian contact lens wearers who want recurring supply and insurance coverage.
• Professionelle Sehtests & Beratung (Professional Eye Tests and Consultation) Professional eye examinations conducted by master opticians using modern measurement equipment including autorefractometer, typically lasting 20–30 minutes with precise refraction determination. Available by appointment at all sehen!wutscher branches across Austria.
• Professioneller Hörtest mit Beratung (Professional Hearing Test with Consultation) Professional hearing test with consultation services available by appointment at sehen!wutscher branches across Austria. Targeted at adults needing diagnosis of hearing loss prior to hearing aid selection.
• hören!wutscher Vollkaskoschutz (Hearing Aid Full-Coverage Protection Plan) Full-coverage protection plan for hearing aids including damage, loss, and theft coverage. Targeted at hearing aid purchasers across Austria seeking ongoing protection for their devices.

Quantifiable outcome

• Service Champion award — 10 consecutive years
• +5 more outcomes

Segments6 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Andy WolfcoreChannel Partner/ Reseller/ DistributorAndy Wolf is an Austrian eyewear brand designed, produced, and distributed in Austria. sehen!wutscher is a key retail partner and authorised distributor for Andy Wolf products, offering their full range of prescription glasses and sunglasses in all Austrian stores and online.
• FR!TZ EYEWEARcoreChannel Partner/ Reseller/ DistributorFR!TZ EYEWEAR is an exclusive Austrian eyewear brand created in collaboration with sehen!wutscher. It is available exclusively at sehen!wutscher stores and online. The brand represents stylish, innovative designs with high quality, positioned as an Austrian trend brand.
• gloryfy unbreakablecoreChannel Partner/ Reseller/ Distributorgloryfy unbreakable is an Austrian brand known for its unbreakable eyewear. sehen!wutscher retails the full gloryfy range including special editions such as the Ralf Rangnick Austria Edition, St. Pauli editions, and standard collections.
• SilhouetteminorChannel Partner/ Reseller/ DistributorSilhouette is an Austrian premium eyewear brand. sehen!wutscher carries selected Silhouette products, particularly the Titan Minimal Art collection, as part of its range of Austrian eyewear labels.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sonova: Swiss-listed global hearing aid manufacturer (Phonak, Unitron, Hansaton). Comparable as a hearing aid supplier for Wutscher's hörgeräte category and as a benchmark for the underlying hearing care market dynamics Wutscher is entering.
• EssilorLuxottica: Global eyewear giant combining lens manufacturing (Essilor) with branded frames and retail (Luxottica brands including Ray-Ban, Oakley, Chanel licensed eyewear). Highly relevant peer as the upstream supplier of Wutscher's key designer brands and as the operator of competing optical retail banners across Europe.
• Amplifon: Global hearing care retail leader with 9,000+ points of sale across 26 countries. Most relevant as a comparable for the hearing aid vertical within Wutscher, though at vastly greater scale and with audiology-led clinical positioning rather than optics-first retail.

Emerging players

• Warby Parker: US-born direct-to-consumer eyewear brand with vertically integrated private-label frames and growing retail footprint. Representative of the DTC disruption model that pressures traditional optical retailers like Wutscher on price and brand experience.

Direct peers

• Mister Spex: Berlin-headquartered online optical retailer with omnichannel stores across Europe. Comparable in product mix (eyeglasses, sunglasses, contact lenses) but competing primarily on price and digital convenience, representing a key competitive threat to Wutscher's physical retail base.
• KIND Hörgeräte: Germany's largest hearing aid retailer with ~730+ specialist stores. Highly comparable as a peer for the hörgeräte side of Wutscher's business — same customer demographic (60+), similar in-store service model, and same supplier ecosystem (Sonova, GN, Demant).
• Fielmann: Europe's largest family-owned optical retail chain with ~1,200+ stores across Europe. Closest comparable to Wutscher in business model (optical retail, vertical integration, private-label eyewear), scale, and category leadership, though at substantially larger scale and with international footprint.
• Eyes + More: German optical retail chain with ~130+ stores and a similar hybrid omnichannel model. Comparable in scale, store count, and category focus on accessible prescription eyewear across DACH markets.
• Specsavers: UK-headquartered optical and hearing care retail chain with 2,500+ stores globally. Comparable in combining optical and hearing services under one roof, with a partnership-store model similar in spirit to Wutscher's franchised-feeling multi-branch operation.
• Apollo-Optik: German optical retail chain with ~900 stores operating under a similar multi-brand, in-store service model. Direct competitor in the DACH optical retail space and the closest German peer to Wutscher's positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCq7z4keM3_Xt3WvkvPf6UCg
• Facebookfacebook.com/derfashionoptiker
• LinkedInlinkedin.com/company/wutscher-optik-kg

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 sehen!wutscher