Optical retailer eyes + more opens its first three stores in Stockholm in three weeks

Stockholm, 25 June 2026 - The European optical retailer eyes + more continues its expansion in Sweden and will open three new stores in Stockholm over a two-week period. The establishments in Västermalmsgallerian, Farsta Centrum, and Haninge Centrum mark the brand entry into Sweden’s largest consumer market. The initiative is part of the brands long-term growth strategy for Sweden, where the ambition is to open a significant number of new stores in the coming years.

• 25 June – Västermalmsgallerian
• 2 July – Farsta Centrum
• 9 July – Haninge Centrum

The new stores become eyes + more’s eleventh, twelfth, and thirteenth locations in Sweden. Following earlier establishments in Malmö and Gothenburg, the company is now strengthening its presence in Stockholm, which represents the country’s largest market for both optics and retail.

Founded in the Netherlands in 2005, eyes + more today operates more than 325 stores across Europe. The company has grown through a business model based on transparent pricing and an all-inclusive offer where frames, eye tests, quality, and coatings are included.

The optical brand states that this model responds to increasing demand for transparency and simpler pricing within the optical industry.

eyes + more is the first optical chain in Europe to offer lenses with a refractive index of 1.6 as standard at no additional cost. In doing so, the company challenges a long-standing industry practice where customers typically pay extra for thinner lenses, while simultaneously setting a new standard within the industry.

eyes + more established its presence in Malmö in 2022 and has since early 2026 steadily expanded across Sweden through several new store openings. The launch in Stockholm marks the next phase of the company’s expansion in the Swedish market. Sweden is considered a strategically important market in the company’s Nordic growth plan, with further store openings expected in the coming years. Nina Wyholt Gradin leads the rollout of eyes + more’s Swedish expansion strategy, focusing on securing attractive retail locations and building strong local teams to ensure long-term profitability for each new store. She has extensive experience in retail expansion and network development from senior positions at, among others, Kronans Apotek, Apoteksgruppen, and Synoptik.

As part of its continued expansion, eyes + more has appointed Graaf Ledin PR agency as its communications partner in Sweden. The collaboration includes strategic communications, media relations, and brand-building activities. – eyes + more has built a strong concept and a clear position in the European market. We look forward to supporting the company’s continued establishment and growth in Sweden, says Josefin Graaf Nordlander, Co-founder of Graaf Ledin PR agency.

For further information, interviews, images, or product requests:

Graaf Ledin PR agency

julia@graafledin.com

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