About Synsam Group

Glasses, which many of us take for granted today but still rely on, revolutionized life for the literate in the Middle Ages. The inventor remains unknown, but we know that glasses were used as early as the late 1200s.

These first glasses were simple and lacked sidepieces, so the wearer had to sit still, ideally leaning slightly back, to keep them in place.The first lenses only aided those with farsightedness, making glasses especially valuable for reading and writing. In medieval and later artwork, we often see saints, philosophers, and scholars depicted wearing glasses—a symbol of wisdom and learning.

With the breakthrough of the printing press in the 1400s, demand for glasses increased, as more books than ever became available to the public.

In the 1920s, glasses became a fashion accessory. Round metal frames, inspired by the Art Deco style, dominated and marked the first step of glasses evolving from purely functional to stylish. At the same time, advances in optics introduced new refraction techniques and more precise lenses, increasing the use of glasses both for vision correction and as sun protection. Glasses became a natural part of daily life—and fashion.

Aviator glasses were introduced by Ray-Ban to protect pilots from sun glare, quickly becoming iconic. Meanwhile, Hollywood stars set a new standard for style with their glamorous sunglasses, boosting their popularity among the public.

The 1930s also saw the early development of contact lenses. Glass-based, hard lenses that covered the entire eye began to emerge, though they were uncomfortable and required limited wear time.

During World War II, functional and durable glasses in metal and plastic became the standard. Glasses were simple and robust, often with rectangular shapes.

In 1948, the first plastic contact lenses were introduced, making them lighter and more comfortable than their glass predecessors. The fields of optics and ophthalmology also turned their focus to treating eye injuries sustained in the war.

Women’s eyewear took on a feminine touch with cat-eye frames, made popular by film stars like Audrey Hepburn. Plastic materials dominated the market, and hard contact lenses made from polymethyl methacrylate (PMMA) were commercially produced and gained rapid popularity. Lens shaping technology advanced, allowing for a better fit to the eye.

The 1960s fashion was marked by a futuristic flair, with large, oversized frames in both sunglasses and regular glasses. Round shapes and bold colors became particularly popular. Czech chemist Otto Wichterle and his team developed the first soft contact lenses made of hydrogel, an innovation that revolutionized the market. These lenses quickly gained popularity for their comfort and ease of use.

Synsam was founded in Sweden in 1968 as a collaboration between a group of dedicated opticians with a shared vision: to improve access to high-quality eye care and offer a broader, more diverse range of eyeglasses and contact lenses. Their goal was to create a chain that combined optical expertise with modern trends and innovations in vision correction.

From the very beginning, Synsam was driven by a strong commitment to placing the needs of the customer at the center.

During the 1970s, the trend for oversized glasses grew even stronger, with large rectangular and round frames dominating fashion. The aviator style also remained popular, both as sunglasses and prescription glasses.

In 1971, a breakthrough in vision correction occurred when the FDA in the United States approved the first soft contact lenses. At the same time, the optics industry began digitalizing, with increasingly advanced instruments for eye examinations.

In the 1980s, eyewear fashion was defined by colorful plastic frames and bold geometric shapes, often adorned with large logos from luxury brands like Gucci and Versace. Glasses became a clear status symbol and a personal statement.

At the same time, significant advances were made in contact lens technology. Gas-permeable lenses (RGP) were introduced, combining the best qualities of both hard and soft lenses, with improved oxygen permeability and sharper vision. Treatments for dry eyes and eye-related conditions also improved, allowing more people to wear contact lenses comfortably.

In the 1990s, minimalism took center stage, with thin, almost invisible metal frames in titanium and steel becoming trendy. This was a stark contrast to the bold shapes of the 80s, with a new focus on simplicity and functionality.

During the same period, daily disposable lenses were introduced, offering users greater convenience by allowing them to use a fresh lens every day without the need for cleaning. LASIK, a laser-based method for vision correction, became commercially available and revolutionized the treatment of vision impairments, opening up new possibilities for people with refractive errors.

Multifocal and toric lenses became common, and retro styles from the ’50s and ’60s made a comeback. Glasses evolved into both functional and fashion-forward accessories, with modern innovations like progressive lenses and special coatings. Silicone hydrogel lenses gained popularity for their superior oxygen permeability.

2010s
Hipster Fashion and Digital Optometry: Large plastic frames and retro designs like Wayfarer and Clubmaster were prominent. Smart contact lenses with sensors for health measurements began development, attracting investment from major tech companies.

Synsam sets the foundation for transforming the entire optics industry with a strategy to become the leading player. A new focus is introduced on eye health and fashion, tailored to customers’ lifestyles and individual needs. Stores are remodeled according to Synsam’s new concept to enhance the customer experience.

Synsam now offers customers the option to rent glasses for a fixed monthly fee, with access to a comprehensive benefits package. This includes free eye exams, an annual product exchange, complimentary lens replacement if vision changes, and insurance.

“Everyone Should See”
A vision impairment should never hinder an active life. Everyone Should See is a social initiative by Synsam that has, since 2019, provided free prescription sports glasses to children with vision impairments.

Fellepini x Sea2See
The Fellepini x Sea2See collection is a range of eyewear made from recycled plastic collected from oceans and beaches. The frames have been developed in collaboration with the Spanish organization Sea2See, which works with local fishermen to gather and transform drifting plastic into new products.

Synsam Norrmalmstorg
Synsam is opening its first flagship store at Norrmalmstorg. This store represents the group’s new concept, offering a premium customer experience focused on both eye health and a trendy selection of products.

The Synsam Recycling Outlet was founded to create Synsam’s first circular business model. Customers’ returned glasses are collected, inspected, cleaned, and refurbished before being placed back on the shelves as second-hand items. This process gives glasses a new life, allowing customers to purchase high-quality, reused frames at an affordable price.

The Synsam Recycling Outlet is part of Synsam’s sustainability and responsibility strategy, aiming to inspire more circular consumption. This initiative enables customers to make sustainable choices without compromising on design or functionality.

Synsam Group’s Innovation and Production Center on Frösön, near Östersund, is inaugurated.
Jämtö, the first collection of locally produced eyewear, is launched.

Synsam launched two collections of ski goggles—designed to maximize both visual comfort and style. Fellepini™ offers a trendy design with playful colors, while Oscar Eide™ delivers a sophisticated and minimalist look for those who want to make a subtle impression. Both collections are equipped with the latest technology to ensure perfect vision.

Synsam Group’s E-commerce is Growing – New E-commerce Warehouse and Secondhand Workshop Inaugurated in Spånga. The new warehouse space, totaling 2,700 square meters, is double the previous size and enables more efficient logistics, higher capacity, and improved service for customers across the Nordics.

NK Eyewear & Optics is a New Premium Concept in Synsam Group’s Brand Portfolio. The concept is an independent entity within Synsam Group. With a unique combination of premium brands, clinical expertise, and top-tier fashion, it represents a new luxury destination in optical retail.