Synoptik

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.

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

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

• Optical retail services
• Prescription eyewear sales
• Contact lens subscriptions
• Professional eye examinations
• Corporate occupational eyewear

Headquarters

HQ city

Herlev

HQ country

Denmark

HQ region

Europe

Offices4 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. Prescription Eyewear Sales: Sale of prescription glasses, sunglasses, and reading glasses with various lens options including Nikon, Transitions, and Stellest for children.
2. 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.
3. Professional Eye Care Services: Revenue from eye examinations and vision testing services, including comprehensive health checks for eye diseases.
4. B2B Corporate Services: Enterprise eyewear solutions including screen glasses, safety glasses, and work glasses for employers with corporate accounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core 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

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• SmarteyesmajorStrategic or Co-development PartnerSmarteyes 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

Broad 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

• LinkedInlinkedin.com/company/synoptik

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries3 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 Synoptik