Optical industry trailblazer: Mr Spex leads the way
Mister Spex, a leading German optician, has made history by introducing the country's first digital subscription-based rental model for glasses. Dubbed "Mister Spex Switch," the service allows customers to rent 2-3 prescription glasses or sunglasses from their extensive range, starting at just 9€ per month, with a minimum contract duration of 24 months [1].
The subscription model, which was launched in mid-May 2025, includes benefits such as insurance, annual free eye health checks, and unlimited vision tests. After a year, customers can swap their glasses and extend the contract by another 12 months automatically [1][2]. This innovative offering has already garnered over 3,000 subscriptions since its launch in stores on May 14, 2025 [6].
Building Recurring Revenues Amid Challenges
Mister Spex sees this subscription model as a strategic move to build a recurring revenue stream and deepen customer relationships, amid challenges such as intense competition, regulatory issues, and macroeconomic headwinds [3][4]. Over 40 percent of "Mister Spex Switch" subscriptions are concluded by first-time buyers, indicating a successful customer acquisition strategy [4].
In June and July alone, the model accounted for around 10 percent of the total store turnover, demonstrating strong customer response and market acceptance [4]. However, the company acknowledges that the subscription's success may depend on maintaining customer acquisition and retention in a competitive e-commerce environment.
Aligning Product Mix Towards Margin-Stronger Categories
The subscription model supports Mister Spex's strategic goal of aligning the product mix more strongly towards margin-stronger categories. Sunglasses with prescription account for around 30 percent of all glasses within Switch subscriptions, reflecting the popularity of this product category [5].
The average order value for "Mister Spex Switch" is three times higher than regular store purchases, suggesting that customers are taking advantage of the comprehensive service package offered by the subscription [5].
A Unique Shopping Experience
Mister Spex aims to make the purchase of glasses a unique shopping experience that is simple, transparent, and enjoyable. The company, which employs over 120 highly qualified opticians, offers its customers an exceptional added value by combining a wide and diverse range of high-quality products with extensive optics expertise and customer service [6].
Customers have access to the entire Mister Spex range of around 100 brands and 12,000 articles. Advanced technologies such as digital 2D-to-3D tools for frame adjustment and intelligent browsing functionalities further enhance the shopping experience [6].
Financial reporting for the company, including its performance with the subscription model, is set for the end of August 2025 [5].
Mister Spex, with over 8 million customers and 10 online shops across Europe, is one of the leading opticians in Germany. The subscription-based rental model allows for the simultaneous use of two to three glasses, with the option to exchange a model for a new one after twelve months [1].
This innovative offering reflects Mister Spex's commitment to preventive care and its goal of scaling recurring revenues.
The subscription model, launched by Mister Spex, a leading German optician, is designed to build a recurring revenue stream and strengthen customer relationships, aligning with their strategic goal of focusing on more profitable product categories such as prescription sunglasses. This innovative service, which includes benefits like insurance and annual eye health checks, has attracted over 3,000 subscriptions since its launch, demonstrating a successful customer acquisition strategy and a unique shopping experience that blends technology, business, and finance.
