What Pro Optika does

Pro Optika (legal entity OptiPRO OÜ) is an Estonian optical retail company founded in 1991 by Varju Lauri in Võru. The company sells prescription eyeglasses, contact lenses, sunglasses, and occupational safety eyewear, and provides professional vision care services including eye examinations, myopia control, and dry eye treatment. Following the 2024 acquisition of Pere Optika, the combined group operates approximately 50 retail stores across Estonia and holds an estimated 26% share of the Estonian optical retail market, with primary cities including Tallinn, Tartu, Võru, Pärnu, Jõhvi, Rakvere, Valga, Viljandi, Jõgeva, and Põlva.

The core technology stack is built around third-party partnerships rather than proprietary IP: ZEISS Vision Center in Tallinn provides premium lens fitting; Oculus Myopia Master devices are deployed in dedicated myopia control cabinets in Tallinn and Tartu for children aged 6–18; Rexon-Eye quantum molecular resonance (QMR) technology powers a dry eye treatment service; and ZEISS DriveSafe lenses serve driving-safety needs. Proprietary offerings include Eye Hero (a six-month gamified digital vision training program), Orto-K overnight orthokeratology lenses for both adult and pediatric myopia control, and Stella-based myopia-control spectacle lenses. The retail assortment spans luxury brands (Gucci, Prada, Ray-Ban, Silhouette, Jimmy Choo, Furla, Chloe, Marc Jacobs), mid-market designer labels, and in-house brands (Gina, Knut R).

The business model is hybrid retail plus professional services with a growing recurring component. Unit-priced transactions dominate (frames, lenses, sunglasses, contact lenses, safety eyewear) but the company is layering on subscription-like revenue streams: glasses insurance (€28/year, €42/2-years), multi-session Rexon-Eye treatment courses, six-month Orto-K fitting cycles with semi-annual follow-ups, and a customer loyalty program offering 10–20% repeat-purchase discounts. Go-to-market is direct-to-consumer through physical retail plus an owned e-commerce site (prooptika.ee) offering virtual try-on, 3D product views, and Inbank installment financing. The company also runs a small B2B channel selling Bollé and Eyres occupational safety eyewear and on-site vision screening to enterprises with 20+ employees. The firm is privately held by the Lauri family across three generations; founder Varju Lauri, second-generation board member Bruno Lauri, and third-generation CEO Katriine Mark.

Name

Pro Optika

Legal name

OptiPRO OÜ

Website

https://prooptika.ee

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

Pro Optika is an Estonian optical retailer operating roughly 50 stores across Estonia after acquiring Pere Optika in 2024, serving individual consumers and corporate clients with prescription eyewear, eye examinations, myopia control, dry eye treatment, and occupational safety glasses.

Ownership category

akta.pro rank

Product category

Optical Retail

NAICS

Optical Goods Retailers (45613), Optical Goods Retailers (456130)

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

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

akta.pro secondary industries

Contact Lens Specialty & Myopia Control (HLAKAKAK), Comprehensive Eye Exams & Vision Care (HLAKAKAA), Prescription Eyewear Frames (Optical) (CRAAAKAA)

Keywords

• Prescription eyeglasses
• Contact lenses
• Eye examination services
• Optical retail
• Myopia control treatment

Headquarters

HQ city

Võru

HQ country

Estonia

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Eyewear Product Sales: Retail sale of prescription eyeglass frames, sunglasses, and lenses from luxury brands (Gucci, Prada, Ray-Ban, etc.) and own brands (Gina, Knut R). Revenue generated through physical stores and e-commerce platform.
2. Vision Examination Services: Professional eye examinations conducted by optometrists and ophthalmologists in all stores. Myopia control consultations in specialized myopia cabinets in Tallinn and Tartu.
3. Myopia Control Products: Specialized myopia control products including Stellest lenses (up to 67% myopia control), orthokeratology lenses, and related eye health services for children and young people aged 6-18.
4. Rexon-Eye Dry Eye Treatment: Professional dry eye syndrome treatment using Rexon-Eye technology. 4-6 sessions of 20 minutes each for comprehensive treatment course.
5. Protective Eyewear for Businesses: Occupational safety eyewear sales to corporate clients including Eyres and Bollé products. On-site vision screening services for companies with 20+ employees.
6. Eyewear Insurance: Pro Optika glasses insurance offered as add-on: 28€ for 1 year, 42€ for 2 years coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Pro Optika retails prescription eyeglass frames and lenses, sunglasses, contact lenses and occupational safety eyewear through 18 Estonian stores and an e-commerce platform. It also delivers professional vision care services, including comprehensive eye examinations, myopia control programs for children (Müoopiakabinet using Oculus Myopia Master), orthokeratology (Orto-K) lens fitting, ZEISS premium lens consultations, and Rexon-Eye dry eye treatment courses.

Product overview

Pro Optika is an Estonian eyewear retailer operating 18 stores across 10 cities in Estonia, offering a comprehensive portfolio of optical products and specialized vision care services. The core offering includes prescription eyeglass frames and lenses from over 20 international luxury and premium brands (Ray-Ban, Prada, Gucci, Oakley, Silhouette, Chloe, Boss, Furla, Marc O'Polo, David Beckham, and others), as well as sunglasses. Specialized services include ZEISS Vision Center (premium Zeiss technology), Müoopiakabinet (myopia control cabinets for children), and Kuiva silma kabinet (dry eye treatment with Rexon-Eye technology). The company offers proprietary therapeutic products including Orto-K overnight lenses for myopia control, Eye Hero digital vision training, progressive lenses, office/work glasses, and ZEISS DriveSafe driving lenses. The product portfolio spans from mass-market to premium titanium frames, and services range from basic vision checks to advanced myopia management programs.

Differentiator

Problem solved

Functional benefit

Brands

• Gina: Own-house brand of Pro Optika mentioned among innovative offerings.
• Knut R

Products and services

• ZEISS Vision Center Tallinn Premium vision care center featuring Carl Zeiss innovative lens technology and individually customized vision solutions, serving quality-conscious consumers in Tallinn.
• Müoopiakabinet (Myopia Control Cabinets) Specialized myopia management service for children and teenagers aged 6-18, using the Oculus Myopia Master to measure refractive error and eye axial length and to produce myopia progression forecasts and individualized control plans.
• Ortokeraatilised läätsed (Orto-K Lenses) Overnight orthokeratology contact lenses that temporarily reshape the cornea to provide clear daytime vision without glasses or contacts; also slows myopia progression in children aged 7-16.
• Rexon-Eye Dry Eye Treatment Non-invasive dry eye treatment using Rexon-Eye quantum molecular resonance (QMR) technology that delivers low-intensity high-frequency electrical impulses to periorbital tissues to stimulate natural cell regeneration and restore tear production; delivered as a 4-6 session course.
• Kuiva silma kabinet (Dry Eye Cabinet) Specialized diagnostic and treatment service for dry eye syndrome, offering tear film analysis and individualized Rexon-Eye treatment plans.
• Eye Hero digital vision training Digital vision training program for children that develops eye motor skills, eye coordination, vergence and accommodation through gamified exercises over a 6-month period.
• Progresseeruvad prilliklaasid (Progressive Lenses) Multifocal eyeglass lenses providing clear vision at distance, intermediate and near without visible line segments, designed for users over 40 with presbyopia.
• Kontoriprilliklaasid (Office/Work Glasses) Occupational lenses optimized for office work, computer use and close-up tasks, available in extended depth-of-focus designs for reading and computer work up to 4 meters.
• ZEISS DriveSafe Lenses ZEISS lens technology designed for safer and more confident driving, reducing glare from oncoming headlights by up to 64% at night and providing wider intermediate and distance viewing areas.
• Kaitseprillid (Occupational Safety Glasses) Professional occupational safety eyewear from brands Eyres and Bollé, compliant with EN166, CE and ANSI Z87.1 standards, available with prescription options, sold to corporate clients and end consumers.
• Müoopiat pidurdavad prilliklaasid (Stellest Myopia Control Lenses) Specialized spectacle lenses using the ZEISS Stellest design that redirects peripheral light to the retina, clinically shown to reduce myopia progression by an average of 67% in children.
• Silhouette Eyewear Frames Premium titanium-frame eyewear from Austrian brand Silhouette, known for lightweight construction and sophisticated craftsmanship.
• Prillikindlustus (Pro Optika Glasses Insurance) Extended warranty and insurance coverage for glasses, offered as add-on subscriptions in 1-year (€28) and 2-year (€42) options, protecting against damage and loss.
• Corporate On-Site Vision Screening Field service for enterprise clients with 20+ employees: Pro Optika staff travel to client offices with necessary equipment to conduct on-site eye examinations and recommend safety eyewear.
• Vision Examination Service Professional eye examinations conducted by qualified optometrists and ophthalmologists in all 18 Pro Optika stores, with online appointment booking; recommended every 2 years for adults and 1-2 times per year for children.

Quantifiable outcome

• Stellest lens technology slows myopia progression by average of 67% in children
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• ZEISScoreStrategic or Co-development Partner · 1 January 2025ZEISS Vision Center partnership in Tallinn offering premium ZEISS lens technology. ZEISS has been pursuing innovation for over 170 years. The center provides top-quality visual acuity through individually customized vision solutions using ZEISS cutting-edge technology.
• Rexon-EyecoreTechnology or Integration · 1 January 2025Rexon-Eye quantum molecular resonance (QMR) technology for dry eye treatment. Pro Optika offers Rexon-Eye treatment sessions in dedicated dry eye cabinets. The technology stimulates natural cell regeneration and restores tear production using low-intensity high-frequency electrical impulses.
• Oculus Myopia MastercoreTechnology or Integration · 1 January 2025Oculus Myopia Master device used in Pro Optika's myopia cabinets for precise myopia assessment and monitoring. Measures refractive error and eye axial length to provide best overview of myopia progression and eye disease risk.
• EyrescoreChannel Partner/ Reseller/ Distributor · 1 January 2025Eyres protective eyewear distributed through Pro Optika stores. Eyres is an internationally recognized brand combining high-level technology, comfort, and modern design. Available in Järve Keskus, Jõgeva, Tartu, Pärnu, and Võru stores.
• BollécoreChannel Partner/ Reseller/ Distributor · 1 January 2025Bollé Safety protective eyewear distributed through Pro Optika stores. Bollé is a world-renowned brand protecting over 20 million glasses wearers daily. Available in Järve Keskus, Rakvere, Pärnu, and Võru stores.
• Centro StyleminorChannel Partner/ Reseller/ Distributor · 1 January 2025Centro Style protective and children's eyewear distributed through Pro Optika. Products include children's sunglasses and protective eyewear.
• EAS (Estonian Development Agency)minorStrategic or Co-development Partner · 1 January 2025OptiPRO OÜ participated in EAS digitization roadmap development. Received 9,800€ support for creating digitalization roadmap that includes manufacturing, service provision, inter-unit relationships and supply chain assessment.
• InbankminorChannel Partner/ Reseller/ Distributor · 1 January 2025Inbank installment payment service enabling customers to pay for products in installments. Available for all purchases including eyewear and insurance.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• GrandVision (EssilorLuxottica Retail): Global optical retail group operating banners such as Apollo-Optik and Vision Express, serving European and international markets with multi-brand stores. Comparable global optical retail model; significantly larger scale than Pro Optika.
• Fielmann: Europe's largest optical retailer with a strong presence in the Baltic/Nordic region, operating large-format optical stores with in-house optometrists. Directly comparable to Pro Optika's store-based retail-plus-exam model, though at significantly greater scale.
• LensCrafters: Major US optical retail chain owned by EssilorLuxottica, offering eye exams and a broad branded eyewear assortment in owned retail locations. Comparable to Pro Optika's premium-branded in-store optical retail format.
• Specsavers: Large optical retail chain combining eye examinations with eyewear sales in a vertically-integrated store model. Comparable to Pro Optika in offering in-store optometry plus frame and lens retail across multiple price tiers.

Others

• EssilorLuxottica: Vertically-integrated eyewear manufacturer and retailer owning premium brands (Ray-Ban, Oakley, Prada, Gucci, etc.) and lens technology. Comparable as a supplier/ecosystem participant whose brand portfolio Pro Optika retails.
• Carl Zeiss Vision: Premium ophthalmic lens and optics technology provider, partner of Pro Optika via the ZEISS Vision Center in Tallinn. Relevant as an enabling supplier whose technology directly underpins Pro Optika's premium lens proposition.

Emerging players

• Warby Parker: US-based direct-to-consumer eyewear brand combining e-commerce with physical retail, offering affordable prescription glasses and eye exams. Comparable as a competing channel for branded eyewear, particularly relevant for Pro Optika's online positioning.

Regional players

• Synsam: Nordic optical retail chain (Sweden, Norway, Finland) offering eyewear, eye examinations, and contact lenses with premium-brand assortments. Highly comparable business model; operates in neighboring Nordic/Baltic geographies rather than Estonia directly.
• Silmäasema: Finnish optical retailer with nationwide stores combining optometry services with prescription eyewear and sunglasses. Comparable integrated retail-plus-clinical model; serves Finland rather than Estonia.

Direct peers

• Globo Optical (Pere Optika's competitor set): Independent Estonian optical retail chains compete directly with Pro Optika for the same ~1.3M population; comparable assortment of branded frames, in-store optometry, and Estonian store footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance3 records

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 Pro Optika