A leading lifestyle company in optical retail and eye health
Since its founding in 1968, Synsam has grown to become the Nordic region’s leading player in optical retail, eye fashion and eye health, with almost 600 stores in Sweden, Denmark, Norway, Finland, Iceland and the Faroe Islands. Synsam’s ambition is to continue to strengthen its industry-leading position through innovation and a clear sustainability perspective.
Synsam is a leading and profitable lifestyle company in optical retail and eye health in the Nordic region. The Group operates through stores in Sweden, Denmark, Norway, Finland, Iceland and the Faroe Islands as well as online. The stores are operated both as directly owned stores and by franchisees. Operations are conducted under the Synsam brand in Sweden, Norway and Finland and under the Profil Optik brand in Denmark and Iceland. Since its inception, Synsam has grown to include almost 600 stores, the absolute majority of which are directly owned. The store network is complemented by a strong digital online and social media presence where customers can buy products, book eye examinations, manage their subscriptions, or try out new spectacles directly on their mobile phones. Synsam has a unique range of spectacles, sunglasses, sports eyewear and contact lenses that include both Synsam’s own brands and other well-known external brands. The offering also includes spectacle and contact lens subscriptions, hearing and eye examinations, both physical and online, and personal style advice when trying on spectacles. Synsam also provides customers with sustainable alternatives, such as recycled frames and sunglasses in the Synsam Outlet chain and as part of the product range in selected Synsam stores.
Synsam was the first player in the Nordic market to launch a subscription service, Synsam Lifestyle. For a fixed monthly fee, subscription customers can combine products and services such as spectacles, sunglasses and contact lenses, a pair of replacement spectacles every year, eye examinations, insurance against loss, theft and damage, and free replacement of lenses if their vision changes. Synsam’s production and innovation centre opened in 2022. Jämtö, the first collection of frames produced at the facility, was launched in autumn 2022, and in 2023 Oscar Eide was launched as the second collection in all Nordic countries. Synsam’s ambition is to drive the development of optical retailing, eye health and eye fashion in the Nordics as an innovative player.