Van Wely

What Van Wely does

Van Wely is a privately held, family-owned optical and audiology retail practice headquartered in Roosendaal, Netherlands, operating from a single, fully renovated 600 m² flagship store at Nieuwe Markt 66. Founded in 1954 by Louis van Wely and now in its third generation under Diederik van der Heijden (with Arno as co-owner since 2015), the business serves the local Roosendaal and West-Brabant consumer market with comprehensive eye care and, since 2024, hearing care under the dual brands Optiek van Wely and Audicien van Wely.

The core offering combines professional diagnostic services — Oogscreening+ (precision vision screening, glaucoma and macular degeneration detection), optometry, orthoptics, Fixation Disparity diagnosis, myopia management, Hoorscreening+, and ear canal cleaning — with retail sales of prescription frames (Loewe, Dita, Cazal, Morel, Caroline Abram, Emmanuelle Khanh, AHLEM, theo), ZEISS SmartLife lenses, daily and monthly contact lenses, and Oticon hearing aids. Proprietary diagnostics are delivered by an in-house team of certified opticians, optometrists, contact lens specialists, orthoptists, and audiologists, a multi-disciplinary staffing model uncommon for a single-store independent.

The business model is predominantly transactional retail (one-time eyewear and hearing aid purchases) supplemented by two subscription products, Kidsplan at €7.50/month for children's eyewear (minimum 2-year commitment) and LensPlan Premium for contact lens supply. Go-to-market is direct-to-consumer through the physical store plus an online appointment booking system, an Online Showroom, social media (Facebook, Instagram, LinkedIn), email/newsletter campaigns, and heavy community engagement (13-year ColSensation main sponsorship, local sports sponsorships, the See Buy Wely tax-free shopping promotion, French Day, Hearing Test Days, and Private Shopping exclusive evening appointments). A single-store footprint in a regional Dutch city is the principal constraint on scale.

Name

Van Wely

Legal name

Van Wely

Website

https://wely.nl

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

11–50 employees

Short description

Van Wely is a family-owned Dutch optical and audiology retail practice operating a single 600 m² flagship store in Roosendaal, Netherlands. Founded in 1954, it serves local consumers with eye and hearing diagnostics, premium eyewear, contact lenses, and hearing aids under the Optiek van Wely and Audicien van Wely brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Roosendaal

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Eyewear retail (spectacles and lenses): Sale of prescription glasses, frames, and lenses. Includes brand-name frames (e.g., Loewe, Dita, Cazal), ZEISS SmartLife lenses, and computer screen glasses. Revenue is primarily one-time per transaction, supplemented by the Kidsplan subscription for children's eyewear.
2. Kidsplan children's eyewear subscription: Monthly subscription at €7.50/month for children up to 14 years, providing 50% discount on children's frames, sunglasses, lenses, and parts. Minimum 2-year membership with first year (€90) charged upfront.
3. Contact lenses and LensPlan Premium: Sale of contact lenses (daily, monthly) with recurring purchases. LensPlan Premium offers a fixed monthly payment for enhanced contact lens enjoyment.
4. Hearing aids and audiology services: Sale of hearing aids (e.g., Oticon Zeal 1), hearing screening services, custom hearing protection (NOIZEZZ earplugs), and ear canal cleaning. Includes hearing test days for new product introductions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Van Wely is an optical and audiology retail practice that sells prescription eyewear (frames and ZEISS SmartLife lenses), contact lenses (via daily/monthly supply and LensPlan Premium subscription), hearing aids (including Oticon Zeal 1), and custom hearing protection (NOIZEZZ), paired with in-store diagnostic services such as Oogscreening+, Hoorscreening+, optometry, orthoptics, and ear canal cleaning. The business also runs the Kidsplan children's eyewear subscription at €7.50/month and offers Private Shopping by appointment.

Product overview

Van Wely is an optical and audiology business offering a comprehensive range of eye care and hearing care products and services. The core offering centers on professional eye care services (Oogzorg) including Oogscreening+, optometry, and orthoptics, paired with premium eyewear products like prescription glasses, lenses (ZEISS SmartLife Individual, SmartLife Superb), contact lenses, and designer brands (Loewe, Dita, Cazal). The business has expanded into hearing care (Hoorzorg) offering hearing aids (Oticon Zeal 1), hearing screening, and custom hearing protection (NOIZEZZ). Subscription plans like LensPlan Premium for contact lenses and Kidsplan for children's eyewear provide recurring revenue streams. Digital services include an Online Showroom and Private Shopping experiences. The portfolio is complemented by comprehensive eye and hearing diagnostic services using professional screening equipment.

Differentiator

Problem solved

Functional benefit

Products and services

• Oogscreening+ (Eye Screening Plus) Comprehensive eye screening service performed by certified opticians and qualified optometrists that detects visual impairments to two decimal places, screens for glaucoma via elevated intraocular pressure and macular degeneration, and includes facial, colour, and extended viewing analysis. Offered to general consumers.
• Eyewear retail (Brillen en brillenglazen) Prescription eyeglasses including frames and lenses (such as ZEISS SmartLife Individual, SmartLife Digital Individual, SmartLife Superb, and SmartLife Plus) sold in-store. Frame range includes designer brands such as Loewe, Dita, Cazal, Morel, Caroline Abram, Emmanuelle Khanh, AHLEM, and theo. Also includes beeldschermbril (computer screen glasses) and sunglasses. Sold to individual consumers in the Roosendaal region.
• Contactlenzen (Contact lenses) Contact lens supply including daily disposable options (30-pack and 90-pack) with professional fitting and consultation services. Sold to individual consumers.
• LensPlan Premium Monthly subscription plan providing contact lens supply with regular delivery and service benefits. Sold to contact lens wearers seeking predictable recurring supply and service.
• Hoorscreening+ (Hearing Screening Plus) Comprehensive hearing screening conducted by audiologists taking approximately 30 minutes, providing insight into hearing health. Offered to general consumers in the Roosendaal region.
• Hoortoestellen (Hearing aids) Sale of hearing aids and assistive listening devices including the Oticon Zeal 1, with fitting services provided by audiologists. Sold to consumers with hearing loss.
• Gehoorbescherming (Hearing protection) Custom hearing protection including NOIZEZZ custom-moulded festival earplugs designed to reduce harmful decibel levels while preserving music quality. Sold to consumers attending festivals or exposed to high-noise environments, with periodic 15% discount campaigns.
• Kidsplan Children's eyewear subscription at €7.50/month for children up to 14 years, providing 50% discount on children's frames, sunglasses, lenses, and parts. Minimum 2-year membership with first year (€90) charged upfront and second year via monthly direct debit. Maximum 4 lens pairs and 4 frames per year. Sold to parents and families with children.
• Private Shopping Exclusive after-hours shopping experience with personal assistant, full store access, and personalized fashion and optical advice. Available Monday-Thursday 18:00-21:00. Sold to consumers seeking premium personalized eyewear shopping.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• ColSensationcoreStrategic or Co-development Partner · 1 January 2012Van Wely has been the main sponsor of ColSensation since 2012 (13+ years). ColSensation is an annual cycling event where participants climb Mont Ventoux in France to raise funds for cancer research. The 14th edition takes place on 18 September 2026. Distribution of funds: 50% to KWF (pancreatic cancer surgery research after chemotherapy), 40% to UMC Utrecht (immunotherapy for medulloblastoma), 10% to AYA Fund (pre-diagnosis process research for young adults). Multiple Van Wely employees (Arno, Brigitte, Dagmar, Diederik, Evi, Marieke, Merel) participate as riders.
• RBC (Roosendaal Boys Combinatie)minorStrategic or Co-development PartnerRBC is a local football club with origins in an working-class neighbourhood that has produced prominent players and coaches in Dutch top football. Van Wely sponsors the club as a way to support the local community.
• Team Van Wely (cycling team)minorChannel Partner/ Reseller/ DistributorVan Wely sponsors its own cycling team called Team Van Wely, embodying perseverance, teamwork, and sportsmanship values aligned with the company.
• Wielerteam FAVOminorChannel Partner/ Reseller/ DistributorCycling team sponsored by Van Wely, sharing the company's commitment to achieving goals and overcoming challenges.
• Nationale Jeugdronde (NJR)minorChannel Partner/ Reseller/ DistributorA cycling holiday for youth aged 10–14 with approximately 450 participants cycling through the countryside in sponsored teams. Van Wely supports this as part of its commitment to youth sport and community cohesion in the region.
• Quiet NederlandminorOthersAn organization that makes poverty visible in the Netherlands and alleviates it through Quiet Communities, providing free services and products to people in poverty without conditions or bureaucracy. Van Wely supports this cause as part of its belief in connection and support for those in difficulty.
• DJ Sam AceminorOthersAn up-and-coming DJ who previously played football at the Netherlands national team level before switching to a DJ career at age 16. She travels globally performing at festivals. Van Wely provides her with sunglasses from their collection as part of a sponsorship arrangement.
• Oticon (Oticon Zeal 1)coreTechnology or IntegrationOticon is a hearing aid manufacturer. Van Wely introduced the Oticon Zeal 1 hearing device in their collection, promoting it via dedicated Hearing Test Days (14 and 16 April 2026). The device is promoted as excelling in clarity, comfort, and discretion.
• ZEISS (ZEISS SmartLife Individual)coreTechnology or IntegrationZEISS is a lens manufacturer. Van Wely offers ZEISS SmartLife Individual and SmartLife Digital Individual lenses. During the Oogzorgweken (Eye Care Weeks) campaign, customers purchasing a frame with ZEISS SmartLife Individual lenses received a set of 4 Schott Zwiesel crystal wine glasses free.
• Schott ZwieselminorGTM or Marketing PartnerCrystal glassware brand. During October 2024 Oogzorgweken, Schott Zwiesel crystal wine glasses were offered as a promotional gift with ZEISS lens purchases, creating a joint marketing incentive.
• theo eyewearminorGTM or Marketing PartnerEyewear brand celebrating 25 years. Van Wely hosted a special 'theo event' on 28 March 2026 to celebrate the brand's unique world of design and personality. The event promoted theo eyewear as stories rather than accessories.
• French eyewear brands (Morel, Caroline Abram, Emmanuelle Khanh, AHLEM)minorGTM or Marketing PartnerOn French Day (5 April 2025), representatives from Morel, Caroline Abram, Emmanuelle Khanh, and AHLEM were flown in to present their exclusive French eyewear collections at Van Wely, combined with French wine and food tastings.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Hans Anders: Dutch value-positioned optical retail chain with own-brand frames and lenses. Comparable as a Dutch optical retailer; differs in price positioning (more discount-oriented) but competes for the same consumer eyewear spend.
• Charlie Temple: Dutch optical retail chain offering prescription glasses, sunglasses, and eye examinations with own-brand positioning. Comparable Dutch competitor targeting similar consumers with multi-location retail.
• Pearle: Dutch optical retail chain (part of GrandVision) offering eye examinations, frames, lenses, and contact lenses. Direct competitor in the same Dutch optical retail category with national footprint and similar full-service positioning.
• GrandOptical: European optical retail chain offering premium frames, lenses, and eye examinations. Comparable in the premium-segment optical retail category with multi-country footprint and similar brand mix approach.
• Eye Wish: Dutch optical chain focused on personal service, eye examinations, and eyewear retail. Comparable mid-market positioning with a multi-location footprint and similar product/service mix including contact lenses.
• Specsavers: Large optical and audiology retail chain operating in the Netherlands. Directly comparable business model combining eye examinations, eyewear retail, contact lenses, and hearing services under one roof, serving mass-market consumers across many physical locations.

Regional players

• Synsam: Nordic optical and hearing care retailer combining eye examinations, eyewear, contact lenses, and audiology services. Comparable integrated eye + hearing retail model but operates in Sweden/Norway/Finland/Denmark rather than the Netherlands.
• Apollo-Optik: Large German optical retail chain with eye examinations, frames, lenses, and hearing services. Comparable full-service optical retail model but operates primarily in Germany, not the Netherlands.

Broad incumbents

• Fielmann: Europe's largest optical retailer with extensive German and European footprint. Comparable as a large-scale optical retailer but operates at far greater scale and primarily in different (German-speaking) markets.

Emerging players

• Ace & Tate: European direct-to-consumer eyewear brand offering affordable designer-style frames through online and physical channels. Comparable in product category (prescription eyewear) but operates with a fundamentally different digital-first, lower-price business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/vanwelyroosendaal
• LinkedInlinkedin.com/company/van-wely-roosendaal
• Instagraminstagram.com/optiekvanwely

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Van Wely