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Synsam to open 100 stores with new concept

Optician chain Synsam is investing in a new business in optics and sports glasses.

Synsam Sports will offer personalized glasses, specialized for 18 different sports.

The new chain will be established in about 100 Nordic locations. The first store opens at Sankt Eriksplan in Stockholm on 18 April.

Synsam sportSynsam Group operates in seven countries with 500 stores under the brands Synsam and Profil Optik with sales of approximately 3 billion SEK.

”Synsam has experienced strong growth in the beginning of the year, and the new strategy with focus on eye fashion continues now in the new business area Synsam Sports. This is a further step in being able to offer our customers more personalized products. We have identified that there is a great need for new, innovative solutions for these active target groups that we want to meet,” says Håkan Lundstedt, President and CEO of Synsam Group.

Synsam Sports will be established in about 100 locations throughout the Nordic region and will offer a special range and excellence in sports optics and sports glasses. The products will be specialized for 18 different sports, from skiing to swimming, golf, hockey, horse riding, football, etc


Since 2014 Synsam owned by CVC Capital Partners.

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