Synoptik
Synoptik is a Scandinavian optical retail chain operating 100+ stores across Denmark, Sweden, and Norway, selling prescription eyewear, contact lenses, AI and hearing glasses, and providing eye exams and subscription services to individual consumers and corporate clients.
- Company typePrivate
- Founded1930
- HeadquartersHerlev, Denmark
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Synoptik does
Synoptik A/S is a Scandinavian optical retail chain headquartered in Herlev, Denmark, founded in 1930. It operates 100+ retail stores across Denmark under the Synoptik and Smarteyes brands, with additional operations in Sweden (Synoptik, Smarteyes) and Norway (Interoptik, Brilleland), and employs approximately 800 people in Denmark. The company is partially owned by Synoptik-Fonden and is part of the global EssilorLuxottica group.
Synoptik's product portfolio spans prescription eyeglasses and sunglasses (carrying premium brands such as Ray-Ban, Gucci, Versace, Prada, Tom Ford, Oakley, and Transitions/ Stellest lenses), contact lenses (Acuvue, Dailies, iWear, Air Optix, Biofinity, Proclear, MiSight), emerging categories including AI-briller (Ray-Ban Meta, Oakley Meta) and hearing glasses (Nuance Audio), and ancillary eye-care products. Services include Synsprøve med Sundhedstjek (comprehensive eye examinations with health screening for cataracts, glaucoma, diabetes, and hypertension), annual Kontaktlinsekontrol contact lens checks, and B2B corporate eyewear programs (Synoptik Erhverv) covering screen, safety, and work glasses.
The business model combines transactional sales (prescription eyewear, contact lenses, eye exams priced at 348 kr) with recurring subscription revenue (Kontaktlinseabonnement and Brilleabonnement All-Inclusive, both with monthly billing, automatic deliveries, and bundled exams). Distribution is anchored in physical retail stores complemented by an e-commerce platform (synoptik.dk) and the Mit Synoptik customer portal, with a dedicated B2B sales team for corporate accounts. Synoptik-Fonden and EssilorLuxottica provide partial ownership backing, supplying access to global supply chains, premium brand licensing, and capital for ongoing Scandinavian consolidation.
Synoptik firmographics
Firmographics- Name
- Synoptik
- Legal name
- Synoptik A/S
- Website
- https://synoptik.dk
- Company type
- Private
- Founded year
- 1930
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Synoptik is a Scandinavian optical retail chain operating 100+ stores across Denmark, Sweden, and Norway, selling prescription eyewear, contact lenses, AI and hearing glasses, and providing eye exams and subscription services to individual consumers and corporate clients.
- Ownership category
- akta.pro rank
Synoptik industry classification
Industry- Product category
- Optical Retail Services
- NAICS
- Optical Goods Retailers (45613), Offices of Optometrists (62132)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment) (HLAHAJAD)
- akta.pro secondary industries
- Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions) (HLAHAJAE), Optometry Clinics (Primary Eye Care) (HLAKAKAB), Sunglasses (Non-Prescription) (CRAAAKAB)
Keywords
Where Synoptik is headquartered
LocationHeadquarters
- HQ city
- Herlev
- HQ country
- Denmark
- HQ region
- Europe
Offices4 records
Markets served
Synoptik business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Prescription Eyewear Sales: Sale of prescription glasses, sunglasses, and reading glasses with various lens options including Nikon, Transitions, and Stellest for children.
- Contact Lens Sales and Subscription: Recurring revenue from contact lens subscription model with monthly deliveries, including emergency replacement lenses and included eye check-ups. Major brands include Acuvue, Dailies, iWear, Air Optix, Biofinity, and Proclear.
- Professional Eye Care Services: Revenue from eye examinations and vision testing services, including comprehensive health checks for eye diseases.
- B2B Corporate Services: Enterprise eyewear solutions including screen glasses, safety glasses, and work glasses for employers with corporate accounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Contact Lens Subscription with recurring monthly payments including free eye check-ups, replacement lenses, and 25% discount on eyewear |
| Unit Pricing | Pay-as-you-go | Contact Lens Types - prices vary by brand and type |
| Unit Pricing | Pay-as-you-go | Eye Examination (Synsprøve) |
| Subscription | Monthly | Newsletter Subscriber Discount |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Synoptik product offering
Product offeringCore offering
Synoptik is a Scandinavian optical retail chain that sells prescription eyeglasses, sunglasses, and contact lenses through 100+ physical stores and an e-commerce platform, delivered alongside professional optometric services such as comprehensive eye examinations with health screening and contact-lens fitting. The company also operates recurring subscription programs (Brilleabonnement All-Inclusive and Kontaktlinseabonnement) that bundle frames, lenses, adjustments, and automatic lens delivery with bundled benefits and discounts.
Product overview
Synoptik is a Scandinavian optical retail chain operating in Denmark (Synoptik, Smarteyes), Sweden (Synoptik, Smarteyes), and Norway (Interoptik, Brilleland), with over 100 stores in Denmark and approximately 800 employees. The company offers a comprehensive portfolio of eyewear and eye care products organized around three core product categories: Briller (prescription eyeglasses with frames from designer brands like Ray-Ban, Gucci, Versace, Prada, Tom Ford, and house brands), Solbriller (sunglasses with and without prescription including polarized and sports variants), and Kontaktlinser (contact lenses in daily, 14-day, and monthly formats with toric and multifocal options). The portfolio also includes AI-briller (Ray-Ban Meta and Oakley Meta smart glasses with built-in audio and AI assistant), Hørebriller (Nuance Audio hearing glasses), and eye care products like Thealoz Duo and Blephaclean. Services include Synsprøve med Sundhedstjek (comprehensive eye exams with health screening), Kontaktlinsekontrol (annual contact lens check-ups), and B2B occupational eyewear services. Synoptik operates subscription programs (Kontaktlinseabonnement and Brilleabonnement All-Inclusive) and a digital customer portal (Mit Synoptik). The company is partially owned by Synoptik-Fonden and is part of the EssilorLuxottica group.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 33% savings on contact lenses through subscription model
- +2 more outcomes
Companies that use Synoptik
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
Synoptik technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Synoptik partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SmarteyesmajorSmarteyes is an innovative optical retail chain that became part of Synoptik A/S in 2022, operating alongside Synoptik stores in Denmark and Sweden as part of the Scandinavian organization.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Synoptik competitors and assessment
Company assessmentBroad incumbents
- LensCrafters: LensCrafters is a North American optical retail chain owned by EssilorLuxottica. It shares the same corporate parent as Synoptik and operates a comparable store-based prescription eyewear model at global scale.
- Pearle Vision: Pearle Vision is an optical retail franchise owned by EssilorLuxottica. It is comparable to Synoptik as a sister brand in the parent's portfolio, sharing similar eyewear product, store-based dispensing, and optometry services.
Direct peers
- Specsavers: Specsavers is a leading optical and audiology retail chain with extensive European presence. It is a direct competitor to Synoptik in optical retail, offering similar prescription eyewear, contact lenses, and in-store eye examination services.
- Synsam: Synsam is a Scandinavian optical retail chain operating across Sweden, Norway, and Finland. It is a direct regional competitor to Synoptik in Nordic optical retail with a similar store-based, multi-brand model.
- Fielmann: Fielmann is a major European optical retailer with a large physical store footprint and vertically integrated lens production. Comparable to Synoptik in optical retail scale, customer model, and prescription eyewear focus.
Emerging players
- GlassesUSA: GlassesUSA.com is an online optical retailer carrying prescription eyewear and contact lenses. It is a digitally native competitor that pressures traditional optical retailers like Synoptik in online channels.
- Zenni Optical: Zenni Optical is a leading online eyewear retailer offering low-cost prescription glasses globally. It competes with Synoptik's value-tier customers through aggressive pricing and digital-first fulfillment.
- Warby Parker: Warby Parker is a digitally native eyewear brand with DTC and retail operations. While not yet dominant in Denmark, it represents the DTC disruption model that pressures traditional optical retailers like Synoptik.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Synoptik social profiles
Digital presenceSynoptik financial estimates
Financial estimateRevenue estimate
Valuation estimate
Synoptik leadership team
Management profileNumber of profiles
Profiles13 records
Synoptik subsidiaries and ownership
Company hierarchySubsidiaries3 records
Synoptik funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Synoptik 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 Synoptik
What does Synoptik do?
Synoptik is a Scandinavian optical retail chain that sells prescription eyeglasses, sunglasses, and contact lenses through 100+ physical stores and an e-commerce platform, delivered alongside professional optometric services such as comprehensive eye examinations with health screening and contact-lens fitting. The company also operates recurring subscription programs (Brilleabonnement All-Inclusive and Kontaktlinseabonnement) that bundle frames, lenses, adjustments, and automatic lens delivery with bundled benefits and discounts.
Is Synoptik a public or private company?
Synoptik is a private company. It is classified as corporate owned and is currently operating.
When was Synoptik founded?
Synoptik was founded in 1930. It employs 501 to 1,000 people.
Where is Synoptik based?
Synoptik is headquartered in Herlev, Denmark, in the Europe region.
How does Synoptik make money?
Four revenue lines are on record. Prescription Eyewear Sales are the primary driver. The others are contact Lens Sales and Subscription, professional Eye Care Services and B2B Corporate Services.
Who are Synoptik's main competitors?
Broad incumbents on record are LensCrafters and Pearle Vision. Direct peers are Specsavers, Synsam and Fielmann. Emerging players are GlassesUSA, Zenni Optical and Warby Parker.
Does Synoptik have an API?
No public API is recorded for Synoptik.
What industry is Synoptik in?
Synoptik's product category is Optical Retail Services. Its primary akta.pro industry code is HLAHAJAD, Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment), 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.