Eyes and More Embarks on Ambitious Expansion in Germany: 150 New Stores Planned by 2029
German optical retailer Eyes and More is gearing up for significant growth over the next four years, targeting the launch of 150 new stores across the country. This ambitious expansion plan was announced by Bart van den Nieuwenhof, Managing Director of Dutch parent company Nexeye, to the German Press Agency (dpa).
To support its expansion efforts, Eyes and More is actively seeking suitable rental spaces in prime city center locations. The company aims to hire over 700 new employees by 2029 to staff its growing network of outlets.
Eyes and More has been present in Germany since 2006, when it opened its first store in Lübeck. Today, the chain operates 224 locations nationwide and employs around 1,500 people. It also has a presence in the Netherlands, Belgium, Austria, and Sweden. Eyes and More ranks among the leading optical retailers in Germany.
Buoyed by Market Trends and Demographic Shifts
Industry experts believe that major optical chains like Eyes and More are well-positioned to capitalize on positive market dynamics. The aging population in Germany is driving demand for health-related products and services, including eyewear.
Marco Atzberger, an expert from the EHI Retail Institute, notes that "the large chains see good opportunities to capture market potential. The population is getting older, which has a positive effect on the healthcare market and is reflected in the products purchased."
He further highlights that this trend is not limited to opticians but also benefits hearing aid stores and pharmacies.
Consolidation and Market Concentration
The German optical retail landscape is characterized by ongoing consolidation. According to the latest industry report from the Central Association of Opticians (ZVA), the number of stationary optical stores in Germany has declined to 11,000 as of the end of 2023.
However, the industry’s total revenue has increased, indicating a shift towards market concentration. The top ten companies in terms of revenue control a growing share of the market, with half of all sales attributed to them.
Apollo-Optik leads the pack with around 900 stores, followed by Fielmann with over 600 outlets. Experts observe an upward trend in the purchase of higher-priced eyeglasses, with consumers increasingly viewing glasses as fashion accessories.
Retail Expansion Bucking the Trend
Eyes and More’s expansionary plans are a departure from the wider retail landscape in Germany, where many chains have downsized their store networks in recent years. However, a handful of retailers are still pursuing growth strategies.
Thalia, a German book retailer, has expanded its presence in city centers. In addition, sports retailer Decathlon and discounter Action have both announced plans to open a significant number of new stores in the country.
Eyes and More: A Brief History
Eyes and More was founded in 2006 and is headquartered in Lübeck, Germany. It is owned by the Dutch company Nexeye Group. Eyes and More operates a chain of optical stores offering a wide range of eyewear, including eyeglasses, sunglasses, and contact lenses.
The company emphasizes personalized service and provides eye exams and consultations. It also offers a selection of fashion accessories and lifestyle products related to eye care.
Eyes and More has grown rapidly in recent years, becoming one of the largest optical chains in Germany. It has ambitious plans for further expansion in the coming years, aiming to establish itself as a leading provider of optical products and services in the country.
