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A Unique Innovation Transformed the Eyewear Market in Less Than Ten Years

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From a Swedish innovation project to 770,000 subscription customers in ten years. Today, Synsam Lifestyle accounts for more than half of Synsam Group’s revenue and has helped establish the rental model as a growth-driving part of the optical industry.

Ten years after its launch, Synsam Lifestyle has grown from a small pilot project into one of the largest subscription services for eye health and eyewear in the Nordic region. Today, approximately 770,000 customers have the subscription, which has developed into one of Synsam Group’s most important growth drivers.

“When we launched Synsam Lifestyle in 2016, we challenged an established industry logic. Eyewear was traditionally seen as a product purchased every three or four years. Today, approximately 770,000 customers have chosen a model where eye health and regular updates are managed once a year. This shows how much customer behavior has changed over the past decade and is reminiscent of developments in areas such as private car leasing", says Håkan Lundstedt, President and CEO of Synsam Group.

From Product Purchases to Ongoing Eye Health
When Synsam launched Lifestyle, the ambition was to create a more long-term relationship with customers while making it easier for them to take care of their vision on a regular basis. The subscription gives customers access to eyewear tailored to their needs, eye examinations, and the opportunity to update their eyewear wardrobe when their vision or life situation changes. The model provides security through a predictable monthly cost.

The development also reflects a broader consumer trend in which more and more people choose subscription-based services instead of traditional one-time purchases.

 “We recognized early on that people do not live the same life all the time. Vision changes, needs change, and eyewear needs to keep up. That is why we wanted to create a model based on the customer’s everyday life rather than a single product transaction”, says Håkan Lundstedt.

Ten Years of Strong Growth
Since its launch, Synsam Lifestyle has grown rapidly and been established across all of the Group’s Nordic markets.

Synsam Lifestyle in Numbers

  • 2016: Launch in Sweden
  • 2019: Approximately 193,000 subscribers
  • 2022: Approximately 511,000 subscribers
  • 2025: Approximately 756,000 subscribers
  • Q1 2026: Approximately 770,000 subscribers
  • Today, more than half of Synsam Group’s revenue is linked to the subscription business

During this period, the offering has also evolved with new solutions for children, seniors, contact lens customers, second-hand collections, smart glasses and corporate customers.

One of the First Customers Celebrates Ten Years
On June 8, 2016, Catarina in Bollnäs signed one of the very first Synsam Lifestyle subscriptions. Ten years later, she is still a customer.

“The best thing about the subscription is that my eyes are checked regularly. I can visit the store whenever I want and receive support when my needs change. I think it is exciting to see which new frames have arrived, and I appreciate the opportunity to have several pairs of glasses to choose from”, says Catarina.

High Customer Satisfaction and Long-Term Relationships
Synsam’s customer surveys show that Lifestyle customers largely choose to remain in the subscription and regularly undergo eye examinations. The long-term customer relationship has become an important part of the Group’s strategy for the future optical market.

Today, Synsam Lifestyle is a central part of Synsam Group’s operations and an example of how service-based business models are transforming traditional industries.

“What began as an innovation has evolved into a business model that has changed how people view eyewear and eye health. After ten years, we continue to develop the offering in line with customers’ needs and expectations”, says Håkan Lundstedt.

Facts About Synsam Lifestyle

  • Launched in 2016
  • The world’s first subscription service for eye health and eyewear
  • Approximately 770,000 subscribers in the Nordic region
  • Available in Sweden, Denmark, Norway, Finland, and the Faroe Islands
  • Includes prescription glasses, sunglasses, sports eyewear, eye examinations, and related services

Jenny Fridh, Chief Communications Officer Synsam Group
+46 730277018, jenny.fridh@synsam.com 

About Synsam Group Synsam Group is a leading optician group in the Nordic region, with a differentiated and affordable subscription offering. Synsam Group offers a wide range of products and services for eye health and eye fashion, catering to the customer’s different lifestyles and needs. The group has approximately 5,400 employees, net sales of approximately SEK 7.1 billion (rolling twelve months until March 2026)) and approximately 600 stores in the Nordics, operating under the brands Synsam, Synsam Outlet and Profil Optik in Denmark. Through digitalization, subscription services and other innovative concepts, Synsam Group is at the forefront of innovation in the Nordic optical retail market across multiple dimensions including customer journey, product offering and ESG. Synsam Group’s share is traded on Nasdaq Stockholm (SYNSAM). www.synsamgroup.com

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From a Swedish innovation project to 770,000 subscription customers in ten years. Today, Synsam Lifestyle accounts for more than half of Synsam Group’s revenue and has helped establish the rental model as a growth-driving part of the optical industry.
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When we launched Synsam Lifestyle in 2016, we challenged an established industry logic. Eyewear was traditionally seen as a product purchased every three or four years. Today, approximately 770,000 customers have chosen a model where eye health and regular updates are managed once a year. This shows how much customer behavior has changed over the past decade and is reminiscent of developments in areas such as private car leasing.
Håkan Lundstedt,” President and CEO of Synsam Group
We recognized early on that people do not live the same life all the time. Vision changes, needs change, and eyewear needs to keep up. That is why we wanted to create a model based on the customer’s everyday life rather than a single product transaction.
Håkan Lundstedt, President and CEO of Synsam Group
The best thing about the subscription is that my eyes are checked regularly. I can visit the store whenever I want and receive support when my needs change. I think it is exciting to see which new frames have arrived, and I appreciate the opportunity to have several pairs of glasses to choose from.
Customer Catarina, who signed one of the very first Synsam Lifestyle subscriptions in 2016