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 adjustments. To meet customer needs, the company entered partnerships with local optical businesses early on. Today, Mister Spex successfully collaborates with more than 300 partners across Germany, Austria and Switzerland. In early 2016, Mister Spex opened its first own brick-and-mortar store in Berlin’s Alexa shopping center. The company now operates 65 stores across Germany, employs over 900 people and has been a certified training company since 2015.
IPO, Leadership Change and Strategic Realignment
The IPO in 2021 marked a significant milestone in Mister Spex’s corporate history. In 2024, founder Dirk Graber stepped down as CEO and handed over leadership to Tobias Krauss, who has been driving the company’s strategic development as CEO since 2025. At the core of this strategy is the retail business as a growth driver and foundation for sustainable profitability. Mister Spex is increasingly focusing on high-margin premium products and expanding its portfolio in eye health and related services to meet customer needs holistically. The online business acts as an enabler of the customer journey, aiming to bring customers into stores and create a seamless omnichannel experience. At the same time, Mister Spex is boosting efficiency and agility through automated, AI-driven processes and data-based decision-making.