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SMARTEYES
Record year for sales
and profitability
2021 was a record year for Smarteyes. Emphasis on design partnerships and
new collections in combination with a strong store concept and dedicated
staff are all key ingredients in Smarteyes’ recipe for success.
“We’re having our best year ever, setting records in terms MARKET GROWING WITH NEW NEEDS
of both sales and profitability. Focusing on the right The optician sector is growing, and competition remains fierce. We’re
activities has allowed us to increase our average revenue all living longer, so we also need to change our glasses more frequently.
per customer while balancing our costs in relation to sales at our Moreover, many customers choose a number of different pairs of
stores really well.” glasses depending on their needs. Glasses help people to see and meet
a variety of needs, but they’re also a way of expressing personal style.
CONTINUOUS DEVELOPMENT TO DRIVE THE INDUSTRY People often wear different types of glasses for computer work, driving
The company focused on key development areas in 2021 such as in- or sports.
store concept development, digitalisation, clinical development, the
in-store sales process and sustainability so as to create the conditions Smarteyes is always working on developing and adapting its
for continued growth. Smarteyes rolled out its new growth strategy range so that it can meet the needs of the market while also inspiring
in the past year, focusing on increased profitability, investments and new behaviours when it comes to wearing glasses. The year saw the
continued expansion. launch of 12 new collections in different price and style categories,
the highlight being the eco-friendly Elements collection. Customers
Looking back, Smarteyes is able to confirm that it developed its can now choose from more than 100 frames made from 100%
sales initiatives successfully and increased the average purchase biodegradable acetate. The established design partnerships with Efva
per customer by 11 per cent during the year. Some 30 per cent of its Attling and Oscar Jacobson are still very popular, which has given us
revenue is currently generated by subscriptions, which is linked to new customer segments.
increased demand for more glasses for different needs.
“Our collections and design partnerships are key to strengthening
“We’ve managed to increase the number of customers in 2021 while our brand and market position.”
achieving the highest average revenue per customer ever without
increasing prices. We offer a wide and highly desirable range of CULTURE IS SMARTEYES’ MAIN SUCCESS FACTOR
products, and our designs and collections are key to creating market Digital services are evolving rapidly, but Smarteyes stores and
appeal.” employees are still at the very heart of the company’s offering. Service,
commitment and how staff treat customers are key, as is expertise.
DIGITALISATION AND RENEWAL OF THE OFFERING Smarteyes has focused on reinforcing its organisation during the year
The optician sector, like many others, is going digital. Smarteyes has by providing leadership support and training. It’s also implemented a
continued to develop and roll out a smart solution during the year that new mobile tool to take daily stock of its organisation and gauge staff
increases the availability of both the service and opticians, “Optiker på satisfaction and engagement.
distans” [Remote optician], in more stores. Its aim is to facilitate the
purchasing processes, but also to offer and utilise state-of-the-art eye “Our employees can make their voices heard, no matter where they are
care technology and expertise. in the organisation. This is an absolutely vital tool for all our managers.”
Customers do their eye tests in the shop in the usual way, while Corporate culture is a success factor – there can be no doubt about
the optician is at home or elsewhere. High-speed video connectivity that. Market surveys for 2021 indicate that Smarteyes is Sweden’s most
and a proprietary technology system allow the optician to control the widely recommended optician.
equipment and carry out tests of various kinds. This is both a flexible
and a cost-effective solution and enables Smarteyes to offer modern “This is brilliant testament to the work our staff do every day in our
vision care and fantastic in-store experiences. stores, and on our vision. It helps makes sure we always stay on our
toes.”
CEO Thomas Kusoffsky
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