Glasögonmagasinet

What Glasögonmagasinet does

Glasögonmagasinet is a Swedish optical retail chain that has operated since 1991 under the legal entity Glasögonmagasinet Optik Sweden AB, headquartered in Kungsbacka and wholly Swedish-owned. The company runs 21 brick-and-mortar stores spanning from Malmö in the south to Luleå in the north, with the Optikkällaren brand retained for stores in and around Gothenburg following a 2014 merger. Its offering centers on three pillars: clinical eye examinations (standard refraction at 495 kr, 60-minute eye health exams at 995 kr with OCT, fundus photography, and visual field testing; specialized tear analysis at 695 kr and NPF-adapted examinations), prescription eyeglasses (single vision, progressive with transparent bra/bättre/bäst tiering, computer and occupational lenses) paired with frames from 30+ brands including premium labels such as Eyewear by David Beckham, Marc Jacobs, Police, and Yalea, and contact lenses including myopia management solutions (MiSight and Ortho-K overnight lenses).

The business monetizes through one-time retail transactions on glasses, contact lenses, and accessories, plus fee-for-service eye examinations, with corporate contracts (företagsavtal) providing occupational safety glasses under Swedish Work Environment Act requirements as a secondary B2B channel. Pricing includes student 25% discounts, senior 65+ 1500 kr off progressive lenses, always-50%-off second pairs, interest-free 10-month payment plans, and 800 kr regional subsidies for children and youth up to 19. Customers can book online, and the Malmö store additionally offers home visits. The company is certified under Optikbranschens kvalitetsnorm and reports a 4.5/5 customer satisfaction index with ~90% recommendation rates.

The company pursues measured geographic expansion through tuck-in acquisitions (most recently Bo Emanuelssons store on Linnégatan in Gothenburg in 2023/2024) and within-store clinical capability upgrades, while diversifying into specialized services such as myopia management, NPF-adapted examinations, and exclusive Nordic distribution of Enchroma color blindness glasses. A charitable partnership with New Life Mission supports vision-aid distribution in Kenya. CEO Martin Åberg has led the company since autumn 2010.

Name

Glasögonmagasinet

Legal name

Glasögonmagasinet Optik Sweden AB

Website

https://glasogonmagasinet.se

Company type

Private

Founded year

1991

Operating status

Operating

Short description

Glasögonmagasinet is a Swedish optical retail chain operating 21 stores nationwide, offering eye examinations, prescription eyeglasses, contact lenses, sunglasses, and specialized clinical services to individual consumers, families, children, seniors, and corporate clients across Sweden.

Ownership category

akta.pro rank

Product category

Optical Retail

NAICS

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

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

Optometry Clinics (Primary Eye Care) (HLAKAKAB)

akta.pro secondary industries

Optical Dispensing & Eyewear Retail (Glasses/Frames/Lenses) (HLAKAKAL), Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions) (HLAHAJAE), Sunglasses (Non-Prescription) (CRAAAKAB), Luxury & Designer Eyewear (CRAAAKAD)

Keywords

• Optical retail
• Eye examinations
• Prescription eyewear
• Contact lens fitting
• Eye health services

Headquarters

HQ city

Kungsbacka

HQ country

Sweden

HQ region

Europe

Offices22 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Eyeglass sales: Sale of prescription eyeglasses, frames, and lenses including progressive lenses, single vision, occupational glasses, and specialty lenses.
2. Eye examinations: Various types of eye examinations including standard exams (495 kr), eye health exams (995 kr), driving license certificates (195 kr), and tear analysis (695 kr).
3. Corporate contracts: Corporate agreements for eyeglasses and eye examinations for employees, including occupational safety glasses as required by Swedish work environment regulations.
4. Contact lenses and accessories: Contact lens sales, fitting services, and aftercare including 12-month check-ups (595 kr) and new fittings (895 kr).
5. Specialty lenses: Night lenses (Ortho-K), MiSight myopia control lenses, colored cosmetic lenses, and specialty lens options.
6. Enchroma color blindness glasses: Exclusive Nordic retailer of Enchroma filter glasses for color blindness.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Glasögonmagasinet operates a 21-store optical retail chain across Sweden providing optician services, eye examinations (standard, eye health, contact lens fittings, driving license certificates, tear analysis, NPF-adapted), prescription eyeglasses with frames from 30+ international brands, sunglasses, contact lenses including specialty lenses (Ortho-K, MiSight myopia control, Enchroma color blindness glasses, Formula 2 Drive driving glasses), and corporate eyewear agreements. Each store operates with local autonomy in frame selection, and all stores are certified under Optikbranschens kvalitetsnorm (optical industry quality standard).

Product overview

Glasögonmagasinet is a Swedish optical retail chain offering a comprehensive range of eyecare products and services. The core offering centers on eyeglasses (Glasögon) with frames from over 30 international brands and various lens types including single vision, progressive (Progressiva glasögon), and specialty lenses. The company provides complete eye examination services including standard vision tests (Synundersökning för glasögon), contact lens services (nytillpassning, 12-month check-ups), eye health examinations (Ögonhälsoundersökning), and specialized services such as tear analysis (Tåranalys) and NPF-adapted examinations. Specialized products include MiSight myopia control contact lenses for children, Ortho-K overnight lenses, Formula 2 Drive driving glasses, Enchroma color blindness glasses, and activity eyeglasses for children. The company operates 21 retail stores across Sweden with online booking, and offers corporate agreements, home visits from the Malmö location, and various campaigns including multi-pair discounts and student/senior offers.

Differentiator

Problem solved

Functional benefit

Products and services

• Synundersökning för glasögon (Eye Examination for Eyeglasses) Standard eye examination including pre-measurement with autorefraktor, pressure measurement, and pupillary distance measurement, performed by licensed optician. Priced at 495 kr.
• Ögonhälsoundersökning (Eye Health Examination) Comprehensive 60-minute eye health examination including eye fundus imaging, visual field measurement, OCT scanning where available, pressure measurement, and expert evaluation by trained opticians. Priced at 995 kr.
• Nytillpassning för nya kontaktlinsbärare (New Contact Lens Fitting) Initial contact lens fitting including lens selection, training on insertion/removal, care instructions, trial lenses, and follow-up appointment within one month. Priced at 895 kr.
• 12 månaders kontroll för kontaktlinser (12-Month Contact Lens Check-up) Annual contact lens check-up including eye examination, tear quality assessment, lens movement evaluation, and visual acuity testing for existing contact lens wearers. Priced at 595 kr.
• Intyg för körkort (Driver's License Vision Certificate) Vision certificate examination for Transportstyrelsen eligibility, including visual acuity testing with digital submission. Priced at 195 kr.
• Tåranalys (Tear Analysis) Tear analysis examination for dry or watery eyes, evaluating tear quality and film retention time to identify causes and recommend treatments. Priced at 695 kr.
• NPF-anpassade undersökningar (NPF-Adapted Examinations) Eye examinations adapted for customers with neuropsychiatric disabilities (NPF) or high sensitivity, featuring extended appointment times up to 60 minutes, staff training, and calming environment with muted colors and sound absorbers. Same price as standard examination.
• Glasögon (Prescription Eyeglasses) Complete prescription eyeglasses including frame selection from multiple brands (Ray-Ban, Furla, Marc Jacobs, Armani, Police, etc.) and various lens types including single vision, progressive, wellness, and computer glasses. All stores certified under Optikbranschens kvalitetsnorm quality standard.
• Progressiva glasögon (Progressive Eyeglasses) Progressive/multifocal eyeglasses with multiple strength zones for clear vision at all distances. Available in three tiers: bra (good), bättre (better), bäst (best), with price varying by design complexity.
• Kontaktlinser (Contact Lenses) Full range of contact lenses including daily disposables, monthly lenses, multifocal, colored cosmetic lenses, and specialty lenses. Includes fitting, training, and aftercare services.
• Solglasögon (Sunglasses) Sunglasses with and without prescription. Options include photochromatic lenses that darken in sunlight, polarized lenses, and various lens treatments including anti-reflective coating.
• MiSight Kontaktlinser (MiSight Myopia Control Contact Lenses) MiSight 1 day soft daily disposable contact lenses for myopia control in children aged 8+, clinically proven to slow myopia progression. Part of myopia management treatment options.
• Nattlinser (Ortho-K Overnight Lenses) Overnight hard contact lenses that reshape the cornea during sleep, providing reversible alternative to surgery for myopia correction. Requires topographer measurement for fitting.
• Formula 2 Drive Driving Glasses Driving-specific eyeglass filter by OptoVision that improves contrast vision, reduces reflections from xenon and LED headlights by up to 60%, and provides wide field of view. Available as single vision and progressive.
• Enchroma Filterglasögon (Enchroma Color Blindness Glasses) Color blindness filter glasses. Glasögonmagasinet is the only retailer in the Nordic region authorized to sell Enchroma filter glasses for color blindness.
• Aktivitetsglasögon (Activity Eyeglasses) Activity eyeglasses for children and active lifestyles. Includes scratch-resistant Swedish-made lenses and unbreakable frames. Free with children's eyeglass package (value 2,795 kr).
• Företagsavtal (Corporate Agreements) Corporate agreements offering favorable terms for businesses of all sizes. Includes workplace vision assessments, computer screen glasses, and compliance with Swedish Work Environment Authority regulations for occupational safety glasses.
• Myopibehandling (Myopia Management Service) Myopia management and treatment services for children including MiSight daily disposables, myopia control eyeglasses, and Ortho-K overnight lenses. Includes diagnosis, treatment planning, and ongoing monitoring.
• Barn- och ungdomspaket (Children's and Youth Package) Children's eyeglass packages including frames and lenses. For children under 8: hard-coated lenses with frame at 2,095 kr regular price. For ages 8-19: lenses with anti-reflective coating at 2,395 kr regular price. Includes 800 kr regional subsidy.
• Hembesök (Home Visit Service) Home visit service for customers who have difficulty visiting the store. Licensed opticians perform eye examinations and assist with eyeglass needs at the customer's location. Available from Malmö store.

Quantifiable outcome

• 4.5 out of 5 Customer Satisfaction Index
• +2 more outcomes

Named customers1 record

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• New Life MissionminorStrategic or Co-development Partner · 6 December 2023Charitable partnership for the See Africa project. Since 2023, Glasögonmagasinet has traveled to Kenya with New Life Mission to provide vision examinations and distribute glasses to those in need. In 2023, over 600 glasses were distributed. In 2025, approximately 500 people were helped. New Life Mission has operated in Kenya since 1978 focusing on self-sufficiency and poverty reduction.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Synsam: Sweden's largest optical retail chain with hundreds of stores nationwide, offering eye examinations, glasses, contact lenses, and sunglasses. Directly competes with Glasögonmagasinet across the same Swedish consumer base with substantially larger scale and brand recognition.
• Lensway: Online-first Scandinavian optical retailer selling prescription glasses, sunglasses, and contact lenses directly to consumers. Competes with Glasögonmagasinet for repeat-purchase and lower-complexity eyewear orders via a fundamentally different (digital) delivery model.
• Smarteyes: Swedish optical chain operating multiple stores with a value-oriented positioning on glasses and eye exams. Closely comparable to Glasögonmagasinet on target customer (mainstream Swedish consumers) and product mix.
• Memira Eyecenter: Scandinavian optical chain focused on refractive surgery, eye examinations, and eyewear. Overlaps with Glasögonmagasinet on eye exams, contact lenses, and specialty lens services (e.g., Ortho-K, myopia management).
• Specsavers Sweden: Major UK-headquartered optical chain with significant Swedish operations, offering eye tests, glasses, contact lenses, and hearing services. Competes head-to-head with Glasögonmagasinet in mid-market optical retail across overlapping Swedish geographies.
• DirektOptik: Swedish budget optical chain competing on price for glasses and eye examinations. Comparable to Glasögonmagasinet on product category and customer base, but with a more discount-oriented positioning.

Broad incumbents

• EssilorLuxottica: Global eyewear and ophthalmic optics giant that manufactures lenses and frames (Ray-Ban, Oakley, Versace, etc.) and operates retail brands including LensCrafters. Supplies many of the brands Glasögonmagasinet retails and competes indirectly through owned retail.

Regional players

• Multi-Lens: Swedish specialty lens supplier and prescriber focused on specialty contact lenses (Ortho-K, scleral, custom RGP) and complex prescriptions. Comparable to Glasögonmagasinet's specialty contact lens and Ortho-K offering, with a more clinically specialized focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCuAk83qPtgtuMAcw74brSOw
• Facebookfacebook.com/Glasogonmagasinet
• LinkedInlinkedin.com/company/glasogonmagasinet
• Instagraminstagram.com/glasogonmagasinet/?hl=en

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Glasögonmagasinet