What Synoptik Sweden does

Synoptik Sweden AB is a privately held optical retail chain headquartered in Kista, Stockholm, operating 140+ stores across Sweden since 1931 with approximately 435 employees. The company is partially owned by the non-profit Synoptikfonden and is a subsidiary of EssilorLuxottica. The business sells prescription eyeglasses, sunglasses, contact lenses, and occupational eyewear from a portfolio of premium brands (Ray-Ban, Oakley, Prada, Gucci, Burberry, Versace, Emporio Armani, Miu Miu, Saint Laurent, Bliz), and operates professional eye examination services equipped with retinal cameras, visual field analyzers, and tonometers. Synoptik also resells AI smart glasses (Ray-Ban Meta, Oakley Meta) and hearing glasses (Nuance Audio), and runs a subscription program (Glasögon All-Inclusive) for multi-pair eyewear rental with monthly billing.

The revenue model combines transactional product sales (one-time optical purchases, contact lens subscriptions) with the Glasögon All-Inclusive recurring subscription (24-month binding), professional service fees (eye examinations), and B2B corporate programs covering occupational and terminal glasses. Go-to-market is omnichannel: physical retail dominates, supplemented by synoptik.se e-commerce for sunglasses and contact lenses, PostNord pickup integration, and dedicated corporate sales. The customer base is primarily individual consumers (children, adults, seniors) with additional B2B segments including taxi associations (Svenska Taxiförbundet), Swedish municipalities, and Bilprovningen for vision certification services. The technology stack is standard optical retail with proprietary clinical record-keeping (Ögonhälsojournal) and Luxottica-developed Virtual Mirror try-on capabilities; there is no evidence of proprietary AI/ML development.

The strategic moat rests on EssilorLuxottica's brand portfolio and supply chain, the 140+ store domestic retail footprint, the 94-year operating history, the Synoptikfonden foundation's reputational positioning, and the recurring subscription model. Recent strategic moves include broadening into AI smart glasses and hearing glasses, deepening the subscription offer, and maintaining the long-running Synbesiktningen road safety partnership with Bilprovningen.

Name

Synoptik Sweden

Legal name

Synoptik Sweden AB

Website

https://synoptik.se

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

251–500 employees

Short description

Synoptik Sweden is a 94-year-old optical retail chain operating 140+ stores across Sweden, selling prescription eyewear, contact lenses, AI smart glasses, and hearing glasses, and offering eye examinations and subscription eyewear programs. A subsidiary of EssilorLuxottica and partially owned by the non-profit Synoptikfonden, it serves individual consumers plus B2B corporate and municipal clients.

Ownership category

akta.pro rank

Product category

Optical Retail Services

NAICS

Optical Goods Retailers (456130), Offices of Optometrists (62132)

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

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

akta.pro secondary industries

Comprehensive Eye Exams & Vision Care (HLAKAKAA), Sunglasses (Non-Prescription) (CRAAAKAB), Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions) (HLAHAJAE)

Keywords

• Prescription eyewear retail
• Optical retail services
• Eye examinations
• Contact lens sales
• Designer sunglasses

Headquarters

HQ city

Stockholm, Stockholm County

HQ country

Sweden

HQ region

Europe

Offices2 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. Product Sales - Eyewear: Retail sales of prescription glasses, sunglasses, and frames from various luxury and premium brands including Ray-Ban, Prada, Gucci, Oakley, Burberry, and others. Products include frames, lenses with various coatings and technologies.
2. Contact Lenses: Sales of monthly lenses, daily lenses, toric lenses for astigmatism, and progressive lenses. Both in-store and online purchasing options.
3. Glasögon All-Inclusive Subscription: Monthly subscription rental model for 2+ pairs of glasses. Includes unlimited eye exams, lens replacements when prescription changes, repairs, and accident protection. 24-month binding period with monthly payments.
4. Eye Examinations: Professional eye exams conducted by licensed opticians including vision correction assessment, visual field testing, retinal photography, and eye pressure measurement.
5. Business/Corporate Services: Corporate eyewear programs for employers including occupational glasses (terminalglasögon, skyddsglasögon) with company-specific pricing and employee reimbursement schemes.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Synoptik Sweden is the country's largest optical retail chain, operating 140+ physical stores and an e-commerce platform (synoptik.se) that sell prescription glasses, sunglasses, contact lenses, and related eyewear accessories. The company provides professional eye examinations conducted by licensed opticians, prescription fulfillment, lens fitting, and after-sales service. Beyond core optics, Synoptik offers subscription-based eyewear programs, AI-enabled smart glasses (Ray-Ban Meta and Oakley Meta), hearing-aid glasses (Nuance Audio), and corporate occupational eyewear services.

Product overview

Synoptik Sweden operates as a retail optical chain offering a comprehensive portfolio of eyewear products and eye care services. The core offerings include prescription eyeglasses (Glasögon), sunglasses (Solglasögon), and contact lenses (Linser) alongside professional eye examinations (Synundersökning). The product ecosystem extends to specialized eyewear including AI smart glasses (Ray-Ban Meta and Oakley Meta Performance), hearing glasses (Nuance Audio), progressive lenses, occupational/terminal glasses, and children's eyewear. Synoptik carries numerous luxury and premium brands including Ray-Ban, Oakley, Prada, Gucci, Burberry, Versace, Emporio Armani, Miu Miu, Saint Laurent, Dolce & Gabbana, and Bliz. Services include the Glasögon All-Inclusive subscription program, contact lens subscriptions, eye health journal records, virtual try-on technology, and vision certification services. The company also operates charitable initiatives through the Synoptikfonden and Vision for All partnership. Synoptik is part of EssilorLuxottica, one of the world's largest eyewear companies with over 18,000 stores globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Prescription Glasses
• Sunglasses
• Contact Lenses
• Eye Examination Service
• Glasögon All-Inclusive Subscription
• Ray-Ban Meta AI Smart Glasses
• Oakley Meta Performance AI Glasses
• Nuance Audio Hearing Glasses
• Corporate Occupational Eyewear Program
• Driver Vision Certification (Synbesiktningen)
• Eye Health Journal
• Virtual Mirror (AR Try-On)
• Children's Eyewear and Vision Storybook

Quantifiable outcome

• 540,000+ pairs of glasses donated to Vision for All
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability7 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, flagship, major and minor.

• EssilorLuxotticacoreOthersSynoptik is part of EssilorLuxottica, a global leader in design, manufacturing, and distribution of eyewear with over 18,000 stores worldwide. This partnership provides access to global brand portfolios, supply chain advantages, and international best practices in optical retail.
• SynoptikfondencoreOthersSynoptikfonden is a non-profit foundation that partially owns Synoptik. The foundation promotes Nordic research and education in eye health, optometry, and ophthalmology. Synoptik donates a portion of its profits annually to fund research projects in eye health.
• Vision for AllcoreStrategic or Co-development PartnerVision for All is a charitable organization that distributes donated eyeglasses to people in need in developing countries. Synoptik collects used glasses from customers in-store and donates them to Vision for All, which measures, cleans, and distributes them to those most in need worldwide.
• Bilprovningen (Swedish Vehicle Inspection)flagshipStrategic or Co-development PartnerAnnual partnership for Synbesiktningen initiative conducted every October. Bilprovningen hosts free vision screening at 29 inspection stations nationwide. This 17-year collaboration promotes road safety awareness and provides vision testing to Swedish drivers.
• Svenska Taxiförbundet (Swedish Taxi Association)majorChannel Partner/ Reseller/ DistributorPartnership to offer approximately 7,500 member taxi drivers free vision certification testing at Synoptik stores to ensure they meet Transportstyrelsens vision requirements for professional driving.
• Swedish MunicipalitiesminorChannel Partner/ Reseller/ DistributorSynoptik offers free vision testing to school transport drivers and accessible transport (färdtjänst) drivers employed by Swedish municipalities as part of road safety initiatives. Over 400,000 children use school transport daily.
• Optiker utan gränserminorStrategic or Co-development PartnerCollaboration with Optiker utan gränser (Opticians Without Borders) in partnership with Vision for All to collect and distribute used eyeglasses internationally.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pearle Vision: Pearle Vision is an EssilorLuxottica-affiliated optical retail chain providing eye exams and eyewear dispensing. Directly comparable in-store service model and brand portfolio access, though primarily operating in North America.
• LensCrafters: LensCrafters is a US optical retail chain owned by EssilorLuxottica offering prescription eyewear, eye exams, and luxury brand frames. Closely comparable in business model to Synoptik, operating as a corporate-affiliated optical retailer in a different geography.
• Specsavers: Specsavers is a large optical retail chain operating across Europe with in-store eye exams and dispensing of prescription eyewear. Highly comparable to Synoptik as a multi-country optical retailer with professional examination services and branded frame portfolios.
• GrandVision (EssilorLuxottica Retail): GrandVision operates optical retail banners across Europe (including Sweden-adjacent markets) and is owned by Synoptik's parent EssilorLuxottica. Directly comparable as a sister optical retail business under the same conglomerate with similar store-based dispensing model.
• Lensway: Lensway is a Swedish optical retailer (also part of EssilorLuxottica) focused on online and catalog sales of prescription eyewear and contact lenses. Directly comparable product offering in the same Swedish market, though differentiated by its digital-first go-to-market.

Emerging players

• Clearly: Clearly is an online optical retailer selling prescription eyewear and contact lenses directly to consumers. Comparable in product category and customer base, but competes primarily through digital channels rather than physical retail footprint.
• Mister Spex: Mister Spex is a leading European online optical retailer combining e-commerce with partner stores for fitting services. Comparable to Synoptik in eyewear product offering and target customer, but competes through a digital-first model that pressures traditional brick-and-mortar chains.

Regional players

• Apollo-Optik: Apollo-Optik is one of Germany's largest optical retail chains with in-store eye exams, dispensing services, and broad brand assortments. Comparable as a European optical retailer with similar service-led model, though operating primarily in Germany rather than Sweden.
• Boots Opticians: Boots Opticians is the optical retail division of Boots UK offering eye exams, prescription eyewear, and contact lenses in stores across the UK. Comparable in-store dispensing model and clinical services, but serving UK rather than Swedish customers.
• Vision Express: Vision Express is a European optical retail chain offering eye exams, prescription eyewear, and contact lenses. Comparable business model with store-based dispensing and clinical services, primarily operating in the UK and several European markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks4 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/synoptik-sweden

Compliance3 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 Synoptik Sweden