Mister Spex opens its first store in Berlin

  • 26. Feb. 2016

Europe’s number one online optician expands its multi-channel approach.

Mister Spex, Europe’s leading online optician, has opened its in-house operation at its first store in the Alexa shopping centre in Berlin, thus expanding its successful multi-channel concept with an additional sales channel. The company’s three executive directors, Dirk Graber, Mirko Caspar and Robert Motzek began the morning by giving their invited guests an insight into the future offline world of Mister Spex and by welcoming their first customers. Also on-site was Dr Christian Hanke, borough mayor of Berlin’s central Mitte district, who congratulated the online retailers on their decision to expand the successful business model to bricks and mortar retail trading. Dr Christian Hanke emphasised during his welcoming speech: “Mister Spex has been an innovative employer for the city since its inception in 2007. As borough mayor of Berlin’s central Mitte district, I am all the more pleased that the company is expanding its operations further in this location and opening its first store here in Alexa.”

Since 2011 the Berlin company, together with over 550 partners in Germany, Austria and Switzerland, has been offering its customers a wide range of free services at local high-street opticians. “Opening our own Mister Spex store was the next logical step for us. With Alexa we have found an attractive and much visited location”, explains Dirk Graber, founder and Managing Director of Mister Spex. The lessons learned from the retail store operation should also become part of an expanded partner programme which Mister Spex is currently working on. Co-Managing Director Mirko Caspar adds: “By cooperating with our opticians there is still plenty of potential for both sides, which we would like to explore together. We will strengthen our skills and test new ideas in our store, which we can then roll out online as well as with our partner opticians. The core business of Mister Spex, however, remains E-Commerce.”

In the future, Mister Spex customers will not only be able to choose online from the biggest directly available range of over 7,000 models of brand name glasses, but they will also be able to try on around 1,400 pairs of glasses and sunglasses on display in the Mister Spex store in Berlin-Mitte. They can buy them in store, or whilst there, they can access the whole product range online together with the team of trained opticians. Located on the ground floor of the Alexa in a store area of 150 square metres, the Mister Spex team offers, in addition to extensive advice, a wide range of free services for prescription glasses, sunglasses and contact lenses, such as eye tests and adjustments.

You will find the first Mister Spex store here:

Alexa Shoppingcenter
Grunerstraße 20
D-10179 Berlin
Ground floor I Store number 0.53
Opening times: Monday to Saturday – 10 am until 9 pm

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Contact details for journalists:

Mister Spex Public Relations

About Mister Spex:

Mister Spex was founded in 2007 and is today the leading omnichannel optician in Europe. The company has won numerous prestigious awards for its compelling business model and, from the very beginning, has been a key driver of the digital transformation that has fundamentally changed the optics industry. In just a few years, Mister Spex has developed from a pure online player to a successful omnichannel optician with over three and a half million customers, 10 European online shops and numerous own stationary stores throughout Germany. As a digital native business, technology and innovation have always played a central role in the company’s development. This includes 2D and 3D vitual try-on and intelligent filter functions. Mister Spex’s goal is to establish the purchase of eyewear as a simple and transparent shopping experience that makes shopping a pleasure. To achieve this, the company offers a large, varied range of quality products, as well as comprehensive expertise and advice via its customer service, its own stores and its nationwide network of partner opticians.

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