The
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Mister Spex: a Success Story
Around 40 million Germans need help seeing. Many people like to wear eyeglasses nowadays, unlike in the past, where they were often seen as a necessary evil rather than a fashion accessory. The less-than-welcoming attitudes of the past were also due to the high and extremely non-transparent prices charged for frames and lenses as well as a shopping experience that was often more clinical than emotionally appealing.
As the digital revolution began gathering steam, Dirk Graber asked himself whether and how customers could benefit from the emerging internet experience. His vision: to bring the advantages of e-commerce, i.e. a larger, immediately available range of looks and transparent price models, into optical retail and thus establish a new way of buying eyewear.
A vision becoming true
Together with Spreadshirt founder and business angel Lukasz Gadowski, Dirk Graber concretised his business model for an online optician and christened the company Mister Spex. Until then, the optical industry in Germany had completely ignored online sales. Also a part of the founding team: Björn Sykora, a friend of Graber's from his student days, and the two IT experts Philipp Frenkel and Thilo Hardt. Mister Spex was officially founded in December 2007, followed by the launch of the online shop in April 2008.
Education, advice, service: a brand establishes itself
The biggest challenge for Mister Spex has always been to explain to consumers that buying glasses online is less complex than it might seem at first glance. Already in the early years, Mister Spex used TV commercials to show the process and the advantages of buying eyewear online. The message: buying glasses online is not only fun, but also convenient, simple, and secure. The innovative digital fitting of glasses in 3-D as well as smart search and filter functions based on such factors as the shape of the face and the width of the frames make the experience of finding a new pair of glasses fun.
From e-commerce to omnichannel player
Since 2011, Mister Spex has been offering not only products but also additional services such as eye tests and personalized eyewear fittings. To make this possible, the company entered into early partnerships with local opticians in order to better respond to customer needs. Today, Mister Spex successfully collaborates with over 300 partners across Germany, Austria, and Switzerland. In early 2016, the company opened its first own offline store at the Alexa shopping center in Berlin. Today, Mister Spex operates 65 stores across Germany and has received multiple awards for its innovative business model.
The contemporary way to buy eyewear
Mister Spex is now operating in five European countries. More than 8 million satisfied customers rely on the company’s comprehensive services and high-quality standards. Mister Spex employs over 900 people and has been a certified training company since 2015. With its innovative omnichannel offering, Mister Spex is perfectly positioned for the future, both online and offline.