Nyt Syn

What Nyt Syn does

Nyt Syn Danmark A/S is a privately held, voluntary optical retail chain headquartered in Lystrup, Denmark, operating stores across Denmark, the Faroe Islands, and Greenland. The company sells prescription eyeglasses, sunglasses, contact lenses, and provides professional eye examinations under an optician-as-retailer model in which independent store owners retain autonomy while affiliating with the chain to access shared branding, purchasing, and certification benefits.

The company's product portfolio is anchored by an exclusive partnership with ZEISS, providing access to certified precision measurement equipment (1500-point eye measurement) and a suite of premium lens technologies including ZEISS i.Scription (claimed 25x standard accuracy), DriveSafe, SmartLife, BlueGuard, ClearView, and ClearMind. The contact lens range covers single-vision, multifocal, orthokeratology (overnight) lenses, and MiSight myopia-control lenses for children. Nyt Syn also operates a dedicated B2B division, Nyt Syn Erhverv, supplying corporate screen glasses and protective eyewear to business clients. Frames are sourced from a curated brand portfolio including LINDBERG, Ray-Ban, Maui Jim, Tom Ford, Etnia Barcelona, and other Danish and international designers.

Revenue is generated through four primary streams: one-time eyewear sales (frames and lenses), recurring contact lens subscriptions, professional eye examination services, and B2B corporate contracts. Customer acquisition relies on physical retail presence supplemented by online booking for eye tests, online frame browsing with in-store try-on, social media (Facebook, Instagram), email newsletters, and content/SEO on eye health topics. The company is led by CEO Søren Pedersen and CFO William Bardeen, with HQ staff of 11–50 employees managing the chain alongside independent member-store staff.

Name

Nyt Syn

Legal name

Nyt Syn Danmark A/S

Website

https://nytsyn.dk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Nyt Syn Danmark A/S is a privately held voluntary Danish optical retail chain selling prescription eyeglasses, sunglasses, contact lenses, and eye examinations across Denmark, the Faroe Islands, and Greenland, anchored by an exclusive certified partnership with ZEISS.

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

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

Keywords

• Prescription eyewear retail
• Optician services
• Contact lens fitting
• Eye examination services
• Ophthalmic lens products

Headquarters

HQ city

Lystrup

HQ country

Denmark

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Eyewear Sales (Frames and Lenses): Core revenue from sale of prescription eyeglasses, sunglasses, and lenses. Customers purchase complete eyewear solutions including frames from designer brands and custom-made lenses.
2. Contact Lens Sales and Subscriptions: Sale of contact lenses including daily, bi-weekly, monthly, and specialty lenses. Subscription service available for automatic replenishment.
3. Eye Examination Services: Comprehensive eye exams with health screening included with eyewear purchase. Standalone eye tests also available.
4. Corporate/Business Eye Care: B2B services providing screen glasses and protective eyewear solutions for employees through corporate partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Nyt Syn Danmark A/S operates a voluntary optician chain selling prescription eyeglasses, sunglasses, contact lenses, and offering professional eye examination services across Denmark, the Faroe Islands, and Greenland. The company is a ZEISS-certified chain that pairs precision eye measurement with premium lens technologies, and operates a dedicated corporate division (Nyt Syn Erhverv) supplying screen glasses and protective eyewear to businesses.

Product overview

Nyt Syn is a Danish optician chain operating as a voluntary retail chain. The company offers a comprehensive eyewear portfolio centered around three core product categories: prescription eyeglasses (briller), sunglasses (solbriller), and contact lenses (kontaktlinser). Their product offering is heavily integrated with ZEISS lens technology, featuring multiple specialized lens lines including ZEISS ClearMind (cognitive support lenses), ZEISS DriveSafe (driving-optimized), ZEISS i.Scription (precision technology), ZEISS BlueGuard (blue light filtering), ZEISS ClearView (thin flat single-vision), and the ZEISS SmartLife family (SmartLife SingleVision, Digital Lenses, Progressive Lenses, and Young for children). Contact lens offerings include overnight/orthokeratology lenses, multifocal lenses, single-vision lenses, and MiSight myopia-control lenses for children. The company also provides business-to-business eyewear solutions (Nyt Syn Erhverv) for corporate screen and safety glasses, professional eye examinations with health checks, and interest-free payment options. Nyt Syn positions itself as a voluntary chain where individual store owners maintain independence while benefiting from shared brand advantages, ZEISS certification, and collective purchasing power.

Differentiator

Problem solved

Functional benefit

Products and services

• Briller (Eyeglasses) Prescription eyeglasses for women, men, and children, featuring ZEISS lenses and other quality lens options with personalized fitting and styling consultation.
• Solbriller (Sunglasses) Sunglasses including prescription sunglasses with polarized and tinted lenses for sun protection and vision correction.
• Kontaktlinser (Contact Lenses) Contact lenses including single vision, multifocal, and specialty lenses available with subscription service for automatic replenishment.
• ZEISS ClearMind Eyeglass lenses designed to support the interaction between eyes and brain, easing focus transitions and reducing eye fatigue for sharper and relaxed vision.
• ZEISS DriveSafe Driving-optimized everyday eyeglass lenses that reduce glare from oncoming traffic and improve contrast vision in low-light and nighttime driving conditions.
• ZEISS i.Scription Precision eyeglass lenses manufactured with 25x greater accuracy than standard lenses, using wavefront technology for superior vision correction.
• ZEISS Office Lenses (Skærmbriller) Computer/workplace lenses optimized for screen distance viewing, designed to reduce digital eye strain and promote healthier posture during extended screen work.
• ZEISS BlueGuard Eyeglass lenses with built-in blue light filtering to reduce digital eye strain from screens and LED lights while maintaining full UV protection.
• ZEISS ClearView Single-vision lenses that are thinner and flatter than standard lenses, featuring a clear vision zone 3x larger than traditional single-vision lenses.
• ZEISS SmartLife SingleVision Single-vision lenses optimized for the digital lifestyle, designed for users aged 20-29 to provide sharp vision on all distances and in all directions.
• ZEISS SmartLife Digital Lenses Two-power lenses optimizing near and distance vision, designed for users aged 30-40 who need more than single-vision but not yet progressive lenses.
• ZEISS SmartLife Progressive Lenses Progressive lenses with optimized near zone for sharp vision at short, intermediate, and long distances with smoother power transitions.
• ZEISS SmartLife Young Eyeglass lenses specially developed for children and youth aged 6-19, optimized for their unique eye anatomy, pupil size, and digital lifestyle needs.
• Natlinser (Orthokeratology/night lenses) Rigid contact lenses worn overnight that reshape the cornea, allowing clear daytime vision without glasses or contacts while potentially slowing myopia progression.
• Flerstyrkelinser (Multifocal lenses) Multifocal contact lenses for users needing correction at multiple distances, including bifocal and progressive options.
• MiSight 1 day Daily disposable soft contact lenses designed for children and youth that correct distance vision and help slow myopia progression.
• Nyt Syn Erhverv (Business Solutions) Corporate eyewear solutions including screen glasses, safety glasses, and job-related vision products with company agreement options for businesses.
• Synsprøve (Eye Examination) Comprehensive eye examination with health check performed by authorized opticians, measuring eyes at 1500 points and testing vision in simulated darkness and daylight.
• Rentefri betaling (Interest-free Payment) Interest-free installment payment option allowing customers to pay for glasses over 12 or 24 months with no down payment, interest, or fees.

Quantifiable outcome

• Lenses up to 25 times more accurate than standard lenses with ZEISS i.Scription technology
• +5 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• ZEISScoreTechnology or IntegrationExclusive partnership with ZEISS as certified optician chain. Nyt Syn uses ZEISS precision measurement equipment and offers ZEISS lens technologies including i.Scription (25x more accurate), DriveSafe (driving), SmartLife (digital lifestyle), BlueGuard (blue light), ClearView, and ClearMind. All stores receive ZEISS certification including equipment and ongoing staff training.
• LINDBERGflagshipTechnology or IntegrationDanish eyewear brand featuring minimalist titanium designs. LINDBERG is prominently featured as a premium Danish design brand in Nyt Syn stores, known for patented construction systems creating lightweight, durable, individually customized eyewear using titanium, acetate, gold, platinum, and diamonds.
• Nyt Syn Erhverv Corporate PartnerscoreChannel Partner/ Reseller/ DistributorB2B corporate partnership program serving businesses needing screen glasses and protective eyewear for employees. Contact Director Søren Pedersen for corporate accounts with customized employee vision care solutions.
• Independent Optician Store Owners (Voluntary Chain)coreStrategic or Co-development PartnerVoluntary chain model where independent optician store owners join Nyt Syn to gain chain benefits while maintaining independence. Benefits include purchasing agreements, ZEISS certification, training, leadership education, peer networking, business development support, and marketing materials.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Fielmann: Large European optical retailer with vertically integrated lens production and store networks across multiple countries. Offers comparable consumer eyewear and optician services, but at much greater scale and geographic breadth than Nyt Syn.
• EssilorLuxottica Retail: Global optical powerhouse combining lens manufacturing with retail banners (including Sunglass Hut, LensCrafters, and partner chains). Comparable category exposure to Nyt Syn but with vastly greater scale, vertical integration, and international reach.
• Specsavers: Pan-European optical retail giant (parent of Louis Nielsen) operating thousands of stores with standardized optometry, eyewear, and contact lens services. Comparable category and customer, but with significantly broader geographic footprint and capital scale than Nyt Syn.
• GrandVision (EssilorLuxottica): Multi-brand optical retailer operating thousands of stores across Europe under banners including Vision Express and others. Comparable multi-store optical retail model, but serving broader European geographies rather than Denmark-specific market.

Direct peers

• Synoptik: Largest optician chain in Denmark operating physical stores nationwide with in-house optometry services, premium and budget frame assortments, and contact lens offerings. Directly comparable to Nyt Syn on business model, customer base, and Danish geographic footprint.
• Profil Optik: Danish optician chain with nationwide store coverage selling eyewear, sunglasses, contact lenses, and optician services. Comparable to Nyt Syn in operating model (multi-store chain, eye exams, eyewear retail) and Danish market positioning.
• Louis Nielsen: Major Danish optician chain owned by Specsavers offering eye examinations, prescription eyewear, sunglasses, and contact lenses across Denmark. Closely comparable multi-store retail optical model targeting the same Danish consumer base as Nyt Syn.
• Warby Parker: DTC eyewear retailer offering prescription glasses, sunglasses, and contact lenses online and through physical stores. Comparable in core product (prescription eyewear) and target customer, though operating a primarily DTC/online model rather than Nyt Syn's traditional optician chain model.
• Oscar & Paul: Smaller Danish optician offering eyewear, contact lenses, and eye examinations through a curated store network. Comparable niche optician positioning and Danish market focus, though with a smaller footprint than Nyt Syn.

Emerging players

• SmartBuyGlasses: Online-first eyewear retailer offering prescription glasses, sunglasses, and contact lenses globally at value price points. Competes with Nyt Syn for Danish consumers' eyewear spend via a pure e-commerce model with no physical retail overhead.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/zeissnytsyn/?fref=ts
• Instagraminstagram.com/nytsyndanmark
• LinkedInlinkedin.com/company/nyt-syn-danmark-a-s

Compliance1 record

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 Nyt Syn