synoptik sweden aktiebolag

What synoptik sweden aktiebolag does

Synoptik Sweden Aktiebolag is a Swedish optical retail chain, founded in 1931 and now part of the EssilorLuxottica group. It operates more than 140 physical stores across Sweden, selling prescription glasses, sunglasses, contact lenses, and related accessories, and offering in-store eye examinations performed by qualified opticians. Stores are equipped with clinical technology including retinal cameras and digital phoropters, supporting both consumer eye health and the company's Syncertifiering corporate vision-testing program.

The company's revenue model combines transactional optical retail with a recurring subscription product, Glasögon All-Inclusive, which bundles frames, lenses, eye examinations, and aftercare into a multi-year contract. It has begun distributing emerging connected-device categories supplied by its parent group, including Ray-Ban Meta and Oakley Meta AI smart glasses and Nuance Audio hearing glasses, and operates virtual try-on tools deployed at group level. B2B revenue is generated through Syncertifiering partnerships with Bilprovningen (Swedish vehicle inspection), Svenska Taxiförbundet (taxi drivers), and Swedish municipalities providing eye examinations to färdtjänstförare (public transport service drivers).

Synoptik is partially owned by the Synoptikfonden charitable foundation, which holds approximately 35% of the parent and funds Nordic eye-health research, reinforcing the company's clinical positioning and brand credibility. Synoptikfonden's annual Synbesiktningen campaign positions the company as a national vision-health advocate and supports customer acquisition across its retail network.

Name

synoptik sweden aktiebolag

Legal name

Synoptik Sweden AB

Website

https://synoptik.se

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Synoptik Sweden Aktiebolag is a Swedish optical retail chain operating 140+ stores nationwide, selling prescription eyewear, sunglasses, contact lenses, eye exams, and AI smart glasses under the EssilorLuxottica group, with B2B vision-testing programs and a subscription bundle.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales of Eyewear: Synoptik generates the majority of its revenue through the retail sale of prescription glasses (glasögon), sunglasses (solglasögon), and contact lenses (kontaktlinser) across its 140+ physical stores in Sweden. Products include branded luxury eyewear from brands such as Ray-Ban, Prada, Gucci, Oakley, Versace, Burberry, and others, as well as Synoptik's own house offerings. Sunglasses, contact lenses, and lens solutions are also sold online.
2. Glasögon All-Inclusive Subscription: Synoptik offers a subscription rental model called 'Glasögon All-Inclusive' where customers rent 2+ pairs of glasses (including at least 1 pair with prescription) for a monthly fee. The subscription includes unlimited eye examinations, lens replacements when prescriptions change, free servicing, and accidental damage protection (Otursskydd). The subscription has a 24-month binding period. This is a recurring revenue stream generating monthly fees from subscribers.
3. Eye Examinations (Synundersökningar): Synoptik generates revenue from various types of eye examinations including standard vision tests, contact lens fittings, children's eye exams, driving license vision tests, and extended eye examinations including visual field measurement, pressure measurement, and retinal photography.
4. Corporate Eyewear Services: Synoptik provides corporate services including occupational vision testing for employees (terminalglasögon for computer workers, skyddsglasögon for safety), managed vision care programs, and volume discounts for employers who provide eyewear benefits to their workforce.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Synoptik operates 140+ physical optical retail stores across Sweden, selling prescription eyeglasses, sunglasses, and contact lenses from multiple global luxury and mass-market brands, alongside professional eye examinations performed by licensed opticians. The company supports its retail offering with subscription-based eyewear rental programs (Glasögon All-Inclusive, Linser All-Inclusive), corporate vision care programs for Swedish employers, an e-commerce storefront (synoptik.se), and emerging categories including AI-enabled smart eyewear (Ray-Ban Meta, Oakley Meta) and hearing glasses (Nuance Audio).

Product overview

Synoptik is a Swedish optical retail chain and part of EssilorLuxottica, offering a comprehensive eyewear portfolio centered on four core product lines: prescription and non-prescription eyeglasses (glasögon), sunglasses (solglasögon), and contact lenses (linser), supported by professional eye examinations (synundersökning). The product portfolio spans multiple sub-categories including AI-powered smart eyewear (Ray-Ban Meta AI Glasses, Oakley Meta Performance AI), hearing glasses (Nuance Audio™), and specialty lenses (Transitions® photochromic, Stellest® myopia management, progressive lenses). Service offerings include the Glasögon All-Inclusive™ and Linser All-Inclusive™ subscription programs, a 90-day comfort guarantee, insurance, and installment payment options. Vision safety initiatives include Synbesiktningen (annual free vision screening for drivers with Bilprovningen) and Syncertifiering (certification program for taxi, school bus, and transport drivers). Sustainability initiatives encompass the Vision for All charity partnership for used eyeglass collection, and the company is partially owned by Synoptikfonden, which funds Nordic eye health research. The company operates over 140 physical stores across Sweden with an e-commerce platform supporting Virtual Mirror and Frame Advisor virtual try-on technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Glasögon (Prescription Eyeglasses) Prescription and non-prescription eyeglasses in women's, men's, children's, and reading categories, offering a broad selection of frames including designer and luxury brands (Ray-Ban, Oakley, Prada, Gucci, Burberry, Emporio Armani, Dolce & Gabbana, Versace, and others), fitted in-store.
• Solglasögon (Sunglasses) Non-prescription and prescription sunglasses across women's, men's, children's, sport, and outlet categories, including polarized, photochromic (Transitions), and UV-protective options from brands such as Ray-Ban, Gucci, Prada, Burberry, Oakley, Versace, Saint Laurent, and Miu Miu.
• Kontaktlinser (Contact Lenses) Daily, monthly, toric (astigmatism), and progressive contact lenses, plus lens solutions and eye drops, from brands including Acuvue, iWear, Dailies, Air Optix, Biofinity, Biomedics, Proclear, and Precision1.
• Synundersökning (Eye Examinations) Professional eye examinations by licensed opticians, including standard vision tests, prescription verification, contact lens fittings, children's exams, driver's-license vision tests, and extended examinations with visual field measurement, intraocular pressure measurement, and retinal photography.
• Glasögon All-Inclusive (Eyewear Subscription) Monthly rental subscription for two or more pairs of glasses (at least one with prescription), including unlimited eye examinations, lens replacements when prescriptions change, free servicing, and accidental damage protection, with a 24-month binding period.
• Linser All-Inclusive (Contact Lens Subscription) Recurring subscription service delivering contact lenses on a regular schedule for a monthly fee.
• AI-glasögon (AI Smart Eyewear) Smart AI-powered eyewear including Ray-Ban Meta AI Glasses and Oakley Meta Performance AI glasses with built-in camera, speakers, real-time translation, voice calls, music playback, and photo capture; Ray-Ban Meta AI Glasses GEN 1 starts from 3,899 SEK.
• Nuance Audio (Hearing Glasses) Eyeglass frames with integrated hearing assistance technology, sold under the Nuance Audio brand, combining vision correction with hearing support.
• Corporate Vision Programs (Företag) B2B occupational vision-care service for Swedish employers providing occupational vision testing (terminalglasögon for computer-screen workers, skyddsglasögon for safety), managed vision care programs, volume discounts on employee eyewear benefits, and free corporate employee vision tests at any Synoptik store.
• Syncertifiering (Driver Vision Certification) Vision certification service for professional drivers, including taxi drivers (via Svenska Taxiförbundet, approximately 7,500 eligible), school bus (skolskjuts) drivers, and municipal mobility-service (färdtjänst) drivers, ensuring compliance with Transportstyrelsen vision requirements.

Quantifiable outcome

• 540,000 pairs of used glasses collected for donation via Vision for All
• +4 more outcomes

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

Integration12 records

AI capability5 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• EssilorLuxotticacoreOthers · 1 January 2010Synoptik is part of EssilorLuxottica, a world-leading company in design, manufacturing, and distribution of eyewear with over 18,000 stores worldwide. EssilorLuxottica provides Synoptik access to global luxury eyewear brands, advanced optical technology including Virtual Mirror and Frame Advisor virtual try-on tools, and global supply chain and purchasing power.
• Vision for AllcoreStrategic or Co-development PartnerVision for All is a non-profit aid organization that makes it possible for people in need to receive glasses so they can study and work. Synoptik collects used glasses in its stores which are then shipped to Vision for All for measurement, cleaning, and distribution to those most in need worldwide. Over 540,000 pairs of glasses have been collected through this initiative.
• Bilprovningen (Swedish Vehicle Inspection Company)coreStrategic or Co-development PartnerSynbesiktningen is an annual collaboration between Synoptik and Bilprovningen conducted every October to raise awareness about the importance of good vision for responsible driving and visibility in traffic. Free vision tests are offered at Synoptik stores and Bilprovningen stations. The initiative has run for 17 consecutive years with nearly 40,000 vision tests conducted.
• Svenska Taxiförbundet (Swedish Taxi Association)coreGTM or Marketing PartnerSynoptik offers approximately 7,500 taxi drivers whose companies are members of the Swedish Taxi Association to undergo free vision certification. Taxi drivers can take a free vision test at Synoptik to ensure their vision meets Transportstyrelsen requirements for driving licenses. Full eye examinations are also offered if needed.
• Swedish Municipalities (Skolskjuts and Färdtjänst Drivers)minorGTM or Marketing PartnerSynoptik offers Swedish municipalities free vision tests for their school transport (skolskjuts) and mobility service (färdtjänst) drivers. Since 2023, Synoptik has reached out to all Swedish municipalities offering this program to improve road safety for children and mobility service users.
• SAS EuroBonusminorGTM or Marketing PartnerSynoptik is a partner with SAS EuroBonus, allowing customers to earn points on their purchases at Synoptik stores. Earn points on glasses, sunglasses, contact lenses, and eye examinations.
• Luxottica Group S.p.A. (EssilorLuxottica subsidiary)coreTechnology or IntegrationLuxottica provides the Virtual Mirror and Frame Advisor technology used on Synoptik's website, enabling customers to virtually try on sunglasses and glasses using their device camera in real-time or on photos/videos of their face.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Smarteyes: Smarteyes is a Swedish optical retail chain offering prescription glasses, sunglasses, contact lenses, and eye examinations. It is the closest direct in-market competitor to Synoptik in Sweden, operating a similar store-based optical retail and optometry model.
• Specsavers: Specsavers is one of the world's largest optical retail chains and operates in Sweden under Specsavers Optik. It directly competes with Synoptik across prescription eyewear, eye examinations, and contact lenses with a comparable store-based optometry retail model.
• Lensway: Lensway is a Nordic online-first optical retailer selling prescription glasses, sunglasses, and contact lenses across Sweden and the Nordics. It competes directly with Synoptik in the digital and value optical segment and represents the online challenger to Synoptik's physical retail model.
• Vision Express: Vision Express is a UK-based optical retail chain offering prescription glasses, contact lenses, sunglasses, and eye examinations. It is a direct peer to Synoptik in store-based optical retail and optometry services across Europe.
• Boots Opticians: Boots Opticians is the optical retail division of Boots, a leading UK health and beauty retailer. It offers prescription eyewear, contact lenses, and eye examinations through a store-based model comparable to Synoptik, although focused primarily on the UK market.

Broad incumbents

• LensCrafters: LensCrafters is a leading US optical retail chain and sister company under EssilorLuxottica. It operates the same store-based optical retail and optometry model as Synoptik and benefits from shared parent-level brand supply (Ray-Ban, Oakley, Prada) and technology assets.
• Pearle (Pearle Vision): Pearle is a European optical retail chain with multi-country store networks offering prescription eyewear, eye exams, and contact lenses. It is a broad European incumbent comparable to Synoptik in operating model and product mix.

Emerging players

• Warby Parker: Warby Parker is a US-based digitally native eyewear retailer selling prescription glasses, sunglasses, and contact lenses direct-to-consumer. It represents the online D2C model that pressures traditional store-based optical retailers like Synoptik.
• Clearly: Clearly is an online-first optical retailer selling prescription glasses, sunglasses, and contact lenses across multiple markets including Europe. It is an emerging online challenger with a comparable product mix to Synoptik's non-prescription e-commerce range.

Regional players

• Memira: Memira is a Scandinavian eye-care provider specializing in refractive surgery and vision correction. It is a regional peer that competes with Synoptik in the broader vision-correction market, particularly for customers seeking surgical alternatives to glasses and lenses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/synoptik-sweden

Compliance1 record

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 →

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