Mister Spex brings partner optician program to Sweden

Online optician Mister Spex continues to expand its multichannel approach across Europe and now offers its partner optician program also in Sweden. The Scandinavian country is the fifth market in Europe where customers have access to services as free eye tests and eyewear adjustments through partnering opticians.


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In Sweden, the cooperation with stationary opticians starts with 17 partners, but Mister Spex says this number will be expanded continuously until the end of this year. Currently, the majority of partner opticians are located in the metropolitan areas around Stockholm and Gothenburg. Since this month, Swedish customers of Mister Spex are able to make freely use of services such as eye tests or eyewear adjustments at these local partners.

Since the end of February, Mister Spex also lets customers subscribe to contact lenses, which can be delivered at a desired interval. The online optician wants to continuously expand the functionality of this subscription and also offer it in other countries.

‘Customers want multichannel experience’

“Working together with stationary opticians enables us to let customers complete the experience of buying eyewear online with relevant services”, says Nils Rådström, CEO Nordics at Mister Spex. “The program is also intended to help eliminate potential barriers among potential new customers who are currently unfamiliar with shopping online and who don’t want to completely abandon their on-site service.”

According to managing director Mirko Caspar, the company’s focus on multichannel reflects exactly what their customers expect from an innovative shopping experience nowadays. “In retail, this is the way to the future”, he says.

Partner optician program in Europe

Since the launch of the partner optician program in Germany in 2011, the cooperation has been extended to Austria (2014), Switzerland (2015) and the Netherlands (2016).