Synsam
Synsam Group is a leading optician group in the Nordic region, offering a wide range of products and services for eye health and eye fashion. The company is known for its innovative subscription model, which provides customers with affordable and flexible access to spectacles and contact lenses. Synsam operates approximately 600 stores across the Nordics under brands like Synsam, Synsam Outlet, and Profil Optik. The group is at the forefront of digitalization and innovation in the optical retail market, with initiatives such as smart glasses and the Synsam EyeView service.
Fiscal year 2025 · change from previous year
Development 2021–2025
Business
Share of revenueIncludes spectacles and contact lenses
AI-integrated spectacles with hearing enhancement
Spectacles and contact lenses subscription model
Eye examinations and health services
Online sales of eyewear products
Customers
Synsam serves a diverse range of customers across the Nordic region, focusing on individuals seeking both eye health services and fashionable eyewear. The company's subscription model attracts customers looking for flexible and affordable eyewear solutions. With a strong emphasis on innovation, Synsam appeals to tech-savvy consumers interested in smart glasses and digital services like Synsam EyeView. The company also targets customers who value locally produced products through its Made in Sweden portfolio.
Buy spectacles and contact lenses through subscription for flexibility and affordability
Purchase smart glasses and digital services
Seek fashionable eyewear and eye health services
Strategy
Synsam's strategic priorities include expanding its subscription model, enhancing digital services, and leading in smart glasses innovation. The company aims to increase its market share in the Nordic region through technological advancements like the Synsam EyeView service. By investing in e-commerce infrastructure, Synsam seeks to improve customer service and operational efficiency. The Made in Sweden initiative is a key part of its strategy to offer locally produced products and strengthen its competitive edge.
To drive stable and profitable growth
To increase capacity and availability
To capture new market opportunities
Geography
Synsam Group operates primarily in the Nordic region, with a significant presence in Sweden, Norway, Denmark, and Finland. Sweden is the company's most important market, showing strong organic growth. The company has established an e-commerce warehouse to meet growing online demand across the Nordics. Synsam's production and innovation center in Frösön, Sweden, supports its Made in Sweden portfolio, enhancing its competitive position in the region.
Risks
Key risks for Synsam include market competition, technological changes, and economic fluctuations in the Nordic region. The company's reliance on the subscription model exposes it to risks related to customer retention and pricing pressure. Technological advancements in eyewear and digital services require continuous innovation to maintain a competitive edge. Economic downturns could impact consumer spending on discretionary items like eyewear.
High competition in optical retail sector
Need for continuous innovation in eyewear technology
Impact on consumer spending on discretionary items
Accounting
Judgemental itemsAffected by subscription model
Impact: Significant on reported revenue
IFRS 16 impacts due to retail store network
Impact: Material on balance sheet
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Last updated: 24/09/2026