Established in 1992 in Göteborg, Sweden Direkt Optik has steadily grown across the Swedish market with 37 stores across the country today. The optical retail chain offers a broad collection of eyewear. This varies from inhouse designed private label frames to the latest fashion collections from premium eyewear brands, such as Tommy Hilfiger, Lacoste, Ray-Ban, Vogue, Lozza, Timberland, Ted Baker and many more. All eyewear is very competitively priced, making Direkt Optik distinctive in the market. Direkt Optik is known in Sweden for its unique and permanent 3 for 1 offer and highly appreciated for the expertise and service of the qualified opticians in its stores.