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 GmbH is Europe’s leading omnichannel optician. Throughout Europe the Berlin-based company has more than 3 and a half million customers and operates own online shops in Germany, Austria, Switzerland, France, Spain, Great Britain, Finland, Norway, Sweden and the Netherlands. Alongside contact lenses, Mister Spex offers a comprehensive range of directly available glasses and sunglasses, all at attractive prices. Customers can choose from designer frames as well as independent brands and popular private label models. One aspect that makes Mister Spex unique is that high-quality lenses (refraction index 1.5) with UV filter and anti-reflective, scratch-resistant coating are already included in the price of glasses.

In addition to transparent pricing and cost savings for complete prescription glasses, customers benefit from free services such as eye tests and glasses adjustments at one of the Mister Spex stores or partner opticians. By now Mister Spex operates multiple own stores throughout Germany. In February 2016 Mister Spex opened its first store in Berlin and was honored with the Red Dot Award for its innovative store concept in the same year. In 2017 the company also received the iF Design Award and the POPAI D-A-CH Award for its store design. Furthermore, Mister Spex works in partnership with more than 500 local opticians in Germany, Austria, Switzerland, the Netherlands and Sweden. The Mister Spex service team is made up of qualified opticians providing customer advice by telephone or e-mail. The company has its own edging and mounting lab in Berlin, where the final production and quality control of the glasses take place. Mister Spex has been an apprenticeship company for various professions since 2015 and started training optician apprentices in 2016.

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