“Recycling eyeglasses is a way for Synsam to assume responsibility and do the right thing. Together with our customers, we are now creating an impressive circular economy that will encourage more responsible production and consumption, fully in line with the UN Sustainable Development Goals. This is something I’m proud of,” says Håkan Lundstedt, President and CEO of Synsam Group.

New eyeglasses through recycling

Recycling bins have been placed in all Synsam stores, where customers are encouraged to leave their old eyeglasses. The eyeglasses will then be collected and sent to EOE Eyewear, Synsam’s eyeglasses recycling partner. Using a unique production technology, EOE breaks down the frames into pellets. This material will then be used to produce new recycled eyeglasses that will be launched in early 2020.

“Today’s consumers are becoming increasingly conscious of their purchasing habits and looking for sustainable products and services. It’s inspiring to be creating this circular economy within Synsam together with our customers and to be meeting consumer demand for sustainable consumption. It feels good for the soul,” says Victor Sundholm, Commercial & Operations Manager, House Brands, Synsam Group.

It is a well-established fact that sustainability is an influential factor in consumer purchasing decisions. According to a large Nordic survey* of 50,000 consumers, 74 percent of consumers stated that sustainability impacts their purchasing decisions. This is something that Synsam can attest to: “Fellepini x Sea2See,” a collection of eyeglass frames made from 100-percent recycled ocean plastic that was launched by Synsam last year, has quickly become a popular product in the Group’s 450 stores.

About Synsam Circular:

- The first collection will be launched in early 2020
- The material is made up of old frames that customers have returned at Synsam’s stores
- The collection will be made in partnership with EOE Eyewear

About EOE Eyewear:
EOE Eyewear was founded in 2010 by Erik and Emilia Lindmark. Having spent several years in the eyewear industry, Emilia and Erik knew that millions of pairs of eyeglasses are either burned or end up in a landfill every year. There was no recycling system in place for broken and unused eyeglasses. EOE’s business concept – to collect and recycle eyeglass frames – was born and the company invested in a unique production technology, EOE Regrind™, for breaking down eyeglass frames. EOE is Synsam’s recycling partner and helps the chain to turn returned and used frames into new raw material and, ultimately, new eyeglasses.

For more information, please contact:
Jenny Fridh, Chief Communications and Sustainability Officer:
+46 730 27 70 18,