Mister Spex: New Vision and Mission Underscore Strategic Alignment
- 21. Jan. 2025
- Vision: “We empower people to see and to be seen.”
- Mission: “Our mission is to become the leading vision-as-a-service provider going beyond the traditional sale of glasses. We are dedicated to novel solutions to take care of our customers’ eyes and health. We find the right solution to match our customers’ needs, personalities,
and styles. We are their trusted partner for life.”
Mister Spex SE, Germany’s leading omnichannel optician, has defined a new vision and mission, establishing key guiding principles within the framework of its transformation and restructuring program, SpexFocus. With the commitment to “empower people see and to be seen”, the company prioritizes delivering the best all-around service for eye health to its customers.
Clear Focus: Eye Health and Individual Style
The new vision and mission built on the brand repositioning introduced in August 2024. With the claim “The Optician of Your Life”, Mister Spex has solidified its role as a trusted partner for customers throughout all stages of life. This vision evolves the brand promise by ensuring that all company activities focus on two central aspects: enhancing eye health (“to see”) and supporting individual style preferences (“to be seen”).
“Our new vision is a logical step in our corporate strategy,” explains Stephan Schulz-Gohritz, Chairman of the Management Board of Mister Spex. “It combines our expertise in eye health with our commitment to empowering customers to express their individuality. These elements are the core of our actions and strategy.”
Vision-as-a-Service: Tailored Solutions for Every Need
Mister Spex’s new mission aims to transcend traditional eyewear sales by becoming the leading provider of “Vision-as-a-Service.” This includes state-of-the-art technology and comprehensive consultations to create personalized solutions tailored to diverse needs and styles.
The focus is on delivering long-term value for customers. Mister Spex sees itself not just as a supplier of glasses and contact lenses but as a partner providing meaningful benefits for eye health and personal expression.
SpexFocus: Profitability at the Heart of Transformation
The new vision and mission are integral to SpexFocus, Mister Spex’s transformation and restructuring program. The program aims to significantly enhance profitability and ensure sustainable cash generation for the company in the medium term.
“SpexFocus is our roadmap to a successful and economically stable future,” says Stephan Schulz-Gohritz. “The vision and mission give us the critical focus needed to advance our transformation and meet customer needs with precision. With this, we establish the framework to successfully advance Mister Spex.”
You can find the brand film for the new vision and mission here: Vision & Mission Mister Spex – YouTube
Contact details for journalists:
Mister Spex Corporate Communication
press@misterspex.de
About Mister Spex:
Mister Spex is one of Germany’s leading optical retailers, distinguished by its seamless integration of online and offline presence, innovative technologies, a comprehensive product range, and exceptional customer service. Since its founding in 2007, Mister Spex has evolved from a pure online player into a successful omnichannel optician, serving over 8 million customers and four online shops across Europe as well as 65 own retail stores in Germany. Mister Spex employs over 120 highly qualified opticians who ensure top-notch optical services in their stores. As a digital native, technology and innovation have always been central to the company’s development. Utilizing advanced technologies such as digital 2D-to-3D tools for frame adjustment and intelligent browsing functionalities, Mister Spex sets new standards in the optics industry, offering extraordinary value to its customers. Mister Spex focuses on making the eyewear purchasing experience unique, simple, transparent, and enjoyable, combining a wide and diverse range of high-quality products with extensive optical expertise and advice through customer service, its own stores, and an extensive network of partner opticians.
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