Eyes + more strengthens Swedish growth ambitions with appointment of Head of Expansion

Stockholm, August 25, 2025 – Eyes + more, one of Europe’s fastest-growing optical chains and part of the nexeye group, has appointed Nina Wyholt Gradin as Head of Expansion Sweden, effective August 18. The newly created role reflects the company’s strong commitment to accelerate its growth in Sweden.

Nina Wyholt Gradin will spearhead the rollout of eyes + more’s expansion strategy, with a focus on securing prime retail locations and building high-performing teams to ensure long-term success of every new store. She brings extensive experience in retail expansion and network development, having held senior leadership positions at Kronans Apotek, Apoteksgruppen, Synoptik and other retail chains. With a proven track record in managing expansion projects, optimizing store networks and driving commercial and operational excellence, she is well equipped to lead eyes + more’s ambitious growth in Sweden.

“My focus will be on opening new eyes + more stores across Sweden, finding the best locations and attracting the right people to bring our concept to life,” says Nina Wyholt Gradin. “Of course, this is a team effort. Together with my colleagues in Sweden and the nexeye HQ in the Netherlands, we are building a strong foundation for growth.”

A new growth phase for eyes + more in Sweden

eyes + more entered the Swedish market in 2022 with the opening of its first store in Malmö. The store quickly developed into a successful location with a loyal customer base, demonstrating that the eyes + more’s unique concept of fashionable eyewear, transparent, all-inclusive pricing and full-service care resonates strongly with Swedish consumers.

Now, eyes + more is taking the next step. In partnership with TenRep AB, the company is actively identifying high-potential locations across the country with a clear ambition: to open dozens of new stores in Sweden in the coming years.

eyes + more is part of the nexeye group, which already has established a strong presence in Sweden with its chain Direkt Optik, operating 33 stores nationwide.

About eyes + more

Founded in 2006, eyes + more is one of Europe’s fastest-growing omnichannel optical retailers. The brand is known for its fashionable designs, complete pricing, transparency, and outstanding service. With more than 290 stores across Germany, Austria, Belgium, Sweden and the Netherlands, eyes + more has established itself rapidly as a trusted retail brand. Since 2018, eyes + more has been part of the nexeye group, which also operates Direkt Optik in Sweden with 33 stores.