Direkt Optik

Established in 1992 in Göteborg, Sweden Direkt Optik has steadily grown across the Swedish market with 34 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.

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News releases

- June 15, 2026
- Direkt Optik
nexeye publishes Sustainability Ambition Report 2025

nexeye has published its Sustainability Ambition Report 2025, outlining progress across environmental, social and governance (ESG) priorities.
- May 6, 2025
- Direkt Optik
nexeye welcomes Mary Doumtsi as new Chief Customer Officer

With the appointment of Mary Doumtsi as CCO, nexeye reinforces its focus on innovation, customer centricity and growth in the optical and hearing care markets.
- October 7, 2024
- Direkt Optik
Direkt Optik Joins the Diversity Charter in Sweden

Direkt Optik joins Sweden's Diversity Charter, reinforces Nexeye's commitment to diversity and inclusion in the workplace.
- April 25, 2024
- Direkt Optik
nexeye to be Acquired by KKR from 3i, Accelerating its Strategic Growth Ambitions

nexeye today announced that a definitive agreement has been signed whereby investment funds and accounts managed by KKR agreed to acquire the Company from investment firm 3i Group plc.
- March 28, 2024
- Direkt Optik
New App "Show Don't Tell" Increases Customer Satisfaction in nexeye’s Optician Stores

By visually providing customers with a preview of possible eyewear options, they can much better discern which choices suit them based on lifestyle and appearance
- October 23, 2023
- Direkt Optik
“Glasses made from recycled materials are even more beautiful”

Nexeye introduces Ciircle, a collection of recycled frames made from old glasses and production waste now available at Hans Anders, Direkt Optik and eyes + more.