The company operates physical stores and an online platform, providing optician services and subscription models for eyewear. Synsam Lifestyle spectacles subscription increased 10.4 percent during Q4 2025, with approximately 756,000 customers with spectacles subscriptions. Synsam established 24 new stores during 2025, with a total of 70 stores established in 2024 and 2025, ahead of schedule.
Cyborg Score Rationale
EyeView technology enables more flexible and scalable service delivery, tripling optometrist capacity and supporting expansion into underserved areas. Synsam launched smart glasses in autumn 2025, representing a new product area with excellent future potential. Strong subscription growth and Nordic market expansion demonstrate solid execution.
Top Insights
Subscription model is transforming customer behavior, increasing loyalty, frequency of visits, and ARPU, with churn rates stable and over 50% of churned customers returning.
House brands account for significant differentiation, with plans to increase production to over 250,000 frames annually by 2028.
Full implementation of Synsam EyeView in Sweden and Norway increases capacity and availability, with approximately 20 percent of eye examinations using EyeView in Q4 2025.
Demographic shifts and increased screen time are driving long-term demand for vision correction and eye health services.
Named Competitors
Synoptik — Swedish optical retail competitor with traditional store-based model
Profil Optik — Synsam's brand in Denmark and Iceland markets
Independent Optical Retailers — Approximately 800 independent optics stores across Nordic region
Recent Developments
(Feb 2026) Year-end report 2025 released showing 9.4% net sales growth to SEK 1,784 million
(Q4 2025) Smart glasses launched including Ray-Ban Meta, Oakley Meta, and proprietary Nuance product
(2025) EyeView technology fully implemented across Sweden and Norway; 24 new stores established
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