Synsam Group launches NK Eyewear & Optics – a new luxury destination for style, vision, and the world’s most exclusive brands
Today marks the introduction of a new premium concept within the Synsam Group’s brand portfolio with the opening of NK Eyewear & Optics at the iconic NK Department Store in Stockholm. This new concept operates as an independent unit within Synsam Group. By offering a unique combination of luxury brands, clinical expertise, and cutting-edge fashion, NK Eyewear & Optics positions itself as a new luxury destination in optical retail.
Located on the ground floor of NK, the 47-meter-long store invites visitors into a fully immersive architectural experience. NK Eyewear & Optics houses more than 1,400 optical frames from the world’s most exclusive brands in eyewear, sunglasses, and sports eyewear. The curated selection includes around 35 luxury labels from leading fashion houses such as Tom Ford, Celine, Loewe, Dior, Masunaga, and Oliver Peoples. This premium destination caters to the style-conscious customer seeking to elevate their eyewear wardrobe.
“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,” says Håkan Lundstedt, CEO and President of Synsam Group, the company behind the initiative.
World-Class Eye Health – powered by the latest technology
The store features state-of-the-art vision examination rooms and is staffed by licensed optometrists using the latest technologies in optics and eye screening, including OCT retinal imaging. Specialized services for dry eyes are also available.
Personal Style Experts – from fashion house to individual expression
NK Eyewear & Optics also offers trained style experts who guide each customer through the entire experience – from the optometrist’s recommendations to selecting optical and sun frames based on individual style, function, and needs.
“Our style experts provide a complete experience, where each customer’s unique preferences and personality meet fashion at every step. The selection of premium sunglasses from the world’s most iconic fashion houses will no doubt appeal to the style-savvy consumer,” says Håkan Lundstedt.
Jenny Fridh, Chief Communications Officer Synsam Group
+46 730277018, jenny.fridh@synsam.com
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 4,000 employees, net sales of approximately SEK 6.6 billion (rolling twelve months until March 2025) and almost 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
