We empower & inspire people to wear glasses with joy and confidence
The way to find the right glasses should be an easy, intuitive and innovative process for our customers. That is why we offer them smart solutions, information and services that enable a unique shopping experience and provide inspiration at the same time – both on- and offline. Because purchasing a pair of glasses should do one thing above all else: easy. We want our customers to wear their new glasses or sunglasses with joy and confidence.
About the company
At Mister Spex, customers have access to an extensive range of over 100 attractive premium and luxury brands, trendy independent labels and high-quality private label brands, as well as selected designer and influencer collaborations. Thanks to the seamless and systematic omnichannel interlinking of online and offline offers, we create an individual shopping experience and, at the same time, give our customers the freedom to decide for themselves when, where and how they shop. Innovative technologies and smart, data-supported features play a central role in this.
As a driver of digital transformations, we have had a significant impact on the optics industry since the day we were founded. Today, Mister Spex is the leading, digitally native omnichannel optical brand in Europe with over five million customers. We operate online shops in ten countries, over 40 stores in Germany, Austria and Sweden, and a comprehensive network of over 400 partner opticians. Since our first year, our sales have been growing steadily in the double-digit percentage range, and, in the 2020 financial year, we were able to generate sales of 164 million euros with a positive adjusted EBITDA of around 7 million euros. While the overall market for glasses shrank by 8 percent in Germany in 2020, and, in Europe, by as much as 13 percent in revenue, Mister Spex was able to grow its sales by 18 percent in that same year, thus once again proving the sustained success of its omnichannel strategy, even in a challenging market environment.
164 million euros in sales
7 million Euro adjusted EBITDA
More than 5 million
More than 20,000 orders
More than 1,000 employees
from 58 countries
Mister Spex impresses with its multi-award-winning, digitally anchored omnichannel concept with seamless linking of online and offline offers. The advantage of our approach lies in the mutual strengthening of both channels, which creates valuable synergies.
An essential foundation for Mister Spex’s omnichannel success is its high level of brand awareness of over 70 percent.1) Thanks to the data- and technology-driven core of our business model, we are also continuously gathering valuable insights into the needs of our customers, thus developing a deep understanding of the market, which, in turn, forms the basis for our further expansion. This results in two crucial advantages: firstly, we know how and where to best get loyalty from our customers online and in our stores, and, secondly, the brand is already well established locally when we open a new store.
We are also expanding our target groups with our offline offers. By a digitally anchored purchase process, with a high proportion of educational formats, new customers in the stores are introduced to the online purchase process step by step, resulting in a very high repurchase rate via the online shop. At the same time, the share of online-only purchases without prior contact with the stores in regions where we are represented offline grows by more than 20 percent on average within three years after opening. The online and offline businesses stimulate each other, create valuable synergies and thus contribute significantly to the success of Mister Spex.
(1) 72% aided brand awareness, Q4 2020 Germany; online shoppers aged 18–59 years
Dirk Graber studied business administration in Marburg, Hong Kong, Moscow, and Leipzig. He received his degree in business administration from the Leipzig University of Applied Sciences (HHL). Before founding Mister Spex, Graber worked as a consultant for the Boston Consulting Group for several years.
He gained his first e-commerce experience while still at university thanks to internships at eBay and Jamba. He also worked at KPMG and Commerzbank. As founder, Co-CEO and part of the Mister Spex Management Board, he is responsible in particular for the areas of business development, IT, data analytics, operations and purchasing.
Dr. Mirko Caspar
Dr. Mirko Caspar Kassel, Germany, on January 21, 1972. He studied business administration at the Westphalian Wilhelms-University of Münster. In addition, he gained his PhD in brand strategies with Professor Heribert Meffert.
Dr. Caspar worked as a management consultant with a focus on strategy, marketing and brand management at McKinsey before he took on a leadership role at Universal Music Germany. In 2006 he co-founded the virtual world company Metaversum and acted as one of the managing directors. He has also co-founded the agencies Userlutions GmbH and Caspar-Feld Marketing-Performance GmbH. Since 2011 he has been Co-CEO at Mister Spex. Today he is part of the Management Board and in charge of marketing, category management, product management, as well as the retail stores and international markets.
As Chief Human Resources Officer and part of the Managment Board at Mister Spex, Maren Kroll manages the company’s human resources as well as the topics of ESG and corporate communications. She studied psychology with a focus on organisational psychology and business administration at the Technical University of Berlin and then completed a course of study in HR management at the SGD Business School. Important professional positions before Mister Spex included Vice President for HR at Harry’s Inc. and Head of Business Partnering Technology and People Development and Employer Branding at Zalando. Before that, she lived in Australia for seven years and held various HR management positions at EnergyAustralia.
Dr. Sebastian Dehnen
Sebastian Dehnen studied economics with a focus on strategy and international management at the Bergische Universität Wuppertal. Subsequently, he earned his doctorate while working part-time with a focus on internationalization strategies in emerging markets. Sebastian Dehnen has more than ten years of professional experience in strategic and operational financial management in an international environment, including as CFO at AutoGravity Corp. in California and as CFO and COO at the car2go Group. At Mister Spex he is part of the Management Board and responsible for the global management of the Finance and Legal departments.
Peter Williams, Chairman of the Supervisory Board
Peter Williams has held various executive and non-executive positions in consumer-related companies in the retail, leisure, media and consumer goods sectors for over 30 years. For 13 years he was on the board of Selfridges, first as Chief Financial Officer (CFO) and then as Chief Executive Officer (CEO). After Selfridges, he was CEO of Alpha Airports Group plc. At ASOS plc he was Senior Independent Director for eight years and at BooHoo Group plc he was Chairman for five years following its flotation.
Williams pursues a portfolio career and is chairman or non-executive director of a number of consumer-related companies. He is currently Chairman of DP Eurasia N.V and U and I Group plc.
Nicole Srock.Stanley founded the dan pearlman Group, a group of owner-managed, strategic creative agencies based in Berlin. Since its founding in 1999, she has headed the group as CEO and is responsible for the areas of brand and corporate strategies.
Srock.Stanley studied design, art and interior architecture in Hanover and London, graduating as Dipl. ing. (FH) in interior design. In addition to her work at the dan pearlman Group, Srock.Stanley is the founder of Climate Education GmbH, which promotes climate protection. Furthermore, she is involved as Chair of the Advisory Board of the Stiftung Berliner Leben (Berlin Life Foundation) and Senior Fellow of the Institute of Place Management at the University of Manchester.
Tobias Krauss is the Head of the Büll Family Office and CEO of ABACON CAPITAL GmbH, the family office’s primary investment vehicle. After several positions in the Consulting Industry and a Chief Restructuring Officer mandate at DAW SE, the largest paint manufacturer in Germany, he previously worked as CEO at Possehl Mittelstandsbeteiligungen GmbH, an industrial holding, specialized in acquiring and developing German Mittelstands-companies.
Krauss holds a degree in Economics and started his career at Porsche Consulting GmbH.
Andrew Stuart Weir Paterson is currently a non-executive director of Berlin-based online language learning company Babbel GmbH and was instrumental in building Scottish Equity Partners LLP’s (SEP) presence and reputation in Germany. He also led SEP’s investments in Reykjavík-based travel technology company Dohop ehf and LoveCrafts Group Ltd and sits on the boards of both companies.
Paterson holds a degree in Accounting and Computer Science from Heriot-Watt University, Edinburgh, and is a member of the Institute of Chartered Accountants of Scotland.
Pierluigi Longo is the head of M&A and Co-Chief Integration Officer at EssilorLuxottica S.A. He joined the Luxottica Group as director of M&A and Business Development in April 2014.
Longo holds a degree of the L. Bocconi University. Before becoming a managing director at Banca IMI, which is part of Intesa Sanpaolo S.p.A., he was head of the Corporate Advisory Group Italy at Credit Suisse.
Birgit Kretschmer has been Chief Financial Officer (CFO) at C&A Europe since January 2021. Previously, she was CFO at adidas Europe from 2012 to 2016. She was then responsible for Corporate Finance at adidas AG as Senior Vice President from 2017 to 2020.
Kretschmer holds a degree in international business administration from the University of Nuremberg and completed further training in management at Harvard Business School.
Nicola Brandolese is the former Managing Director of Net-A-Porter since September 2019. Before that he was CEO of Giuseppe Zanotti, S.p.A. and Group Executive at LVMH Moët Hennessy Louis Vuitton SE. From 2014 to 2017 he was responsible for the retail business as President at Luxottica Group S.p.A.
Brandolese holds a Master of Science from the Politecnico di Milano in management, economics and industrial engineering. He began his career with Oy Erikstone Ab Ltd in Finland, before his management consulting career with The Boston Consulting Group Inc. and Sapient Corp. His focus in his subsequent positions at Sky Italia S.r.l. from 2003 to 2012 was Marketing and Sales. He already joined the Luxottica Group S.p.A. as Chief Digital Officer from 2012 to 2013.