For me, the details are crucial – both on the pitch and in everyday life. This collection reflects my personal style and how I want things to look, feel, and function.

We are incredibly proud that Erling Haaland has chosen Synsam for his very first international product partnership under his own name. As a leading player in the Nordic optical market, Synsam stands for new thinking and innovation, with a strong focus on fashion, which makes it a match made in heaven. The partnership is a major investment for Synsam and an exciting step into a completely new market – international e-commerce. It is a unique opportunity for us to try new sales channels in a live setting.

Synsam has long been a personal favorite, and I have always appreciated their style and quality as a customer. With my strong interest in fashion and design, it feels very exciting to partner with Synsam and be part of creating the eyewear collection. I really look forward to sharing the frames with fans, teammates, and Synsam’s customers.

NK Eyewear & Optics is an independent premium concept within Synsam, created for the style-conscious customer who sees eyewear as a natural part of their personal style.

House brands and increased local production are key elements of our strategy for profitable growth. By bringing together design, innovation, and production in Sweden, we strengthen our control over the value chain, improve flexibility, and reduce exposure to global supply chain disruptions. At the same time, we are building long-term industrial expertise and creating the conditions for strengthened margins over time.

With Isak V, we continue to invest in Swedish design and manufacturing. By consolidating design, innovation and production in Sweden, we strengthen our competitiveness, reduce dependency on global supply chains and take responsibility for long-term job creation and skills development in the region. At the same time, we can offer customers a new brand with modern, confident design and high quality at an attractive price.

With the launch of Oakley Meta HSTN™ and Oakley Meta Vanguard™, we continue to drive the development of smart glasses forward. We see growing interest in products that combine vision correction, style, and technology, and we predict that the sports segment will become a strong growth area going forward.

Synsam wants to make it easier for people to live with good vision and hearing in their everyday lives. With Nuance™, we offer a discreet and stylish alternative for those who are not ready for a hearing aid but still want to hear better. The combination of design, function, and accessibility makes Nuance™ an innovative next step in Synsam’s effort to broaden our offering within both vision and hearing.

The combination of Swedish manufacturing and timeless, stylish design makes Isa Nord™ an attractive choice for our customers. Just like the Jämtö frames, the collection is inspired by Jämtland’s unique nature – but with a more feminine touch.

With NK Eyewear & Optics, we are creating a premium destination for eyewear fashion and eye health at a world-class level. The store is truly one of a kind – from its sophisticated interior design to our unique offering that combines both style and advanced eye care. It’s a place that must be experienced.

– Sustainability is a cornerstone of our business. We help our customers to see better and to maintain healthy eyes throughout their lives, and we want to do this with the least possible climate impact. We continue to develop sustainable products and our journey to bring back production to Sweden is an important part of that. It makes me very happy and proud that our efforts are recognized and praised by Swedish consumers.