Smarteyes prescription glasses

Brand History and Strategy

Smarteyes was founded in Sweden in 2007 with the goal of making designer eyewear more affordable and accessible. By simplifying the pricing model and streamlining the design process, the brand quickly established a strong presence in the Scandinavian and German markets. It operates as a budget-friendly alternative in the optician industry while maintaining a focus on modern fashion.

Manufacturing and Sourcing

While headquartered in Scandinavia, Smarteyes sources its frames and lenses from various international suppliers. Like most major eyewear retailers, much of the frame production occurs in specialized manufacturing hubs in China and other Asian countries to maintain competitive pricing, while lens processing and final quality control are handled in regional labs closer to their primary markets.

Ownership Structure

In 2022, Smarteyes was acquired by Synsam Group, a leading eyewear retailer in the Nordic region. This acquisition positioned Smarteyes as the discount-oriented arm of Synsam's broader portfolio. As of 2024 and beyond, Smarteyes remains a subsidiary of Synsam Group, which is headquartered in Sweden and publicly traded on the Nasdaq Stockholm exchange.