eyes + more, one of Europe’s fastest-growing optical retail chains and part of the nexeye group, has appointed Nina Wyholt Gradin as Head of Expansion Sweden, effective August 18, 2025. The new role highlights the company’s strong commitment to accelerate its growth in the Swedish eyewear and optical retail market.
Driving eyes + more’s expansion in Sweden
In her new role, Nina Wyholt Gradin will lead the rollout of eyes + more’s store expansion strategy in Sweden, focusing on securing prime retail locations, building high-performing teams, and ensuring long-term success for every new store.
Gradin brings extensive experience in retail expansion and network development, having held senior leadership roles at Kronans Apotek, Apoteksgruppen, and Synoptik. With a proven track record in managing expansion projects, optimizing store networks, and driving both commercial and operational excellence, she is well-equipped to lead eyes + more’s ambitious growth in Sweden.
“My focus will be on opening new eyes + more stores across Sweden, finding the best locations and attracting the right people to bring our concept to life,” says Nina Wyholt Gradin. “Of course, this is a team effort. Together with my colleagues in Sweden and the nexeye HQ in the Netherlands, we are building a strong foundation for growth.”
A new growth phase for eyes + more in Sweden
Eyes + more Sweden entered the market in 2022 with the opening of its first store in Malmö. The store quickly proved successful, building a loyal customer base and demonstrating that the brand’s unique concept -fashionable eyewear, transparent all-inclusive pricing and full-service optical care– strongly resonates with Swedish consumers.
Now, eyes + more is entering a new growth phase. In partnership with TenRep AB, the company is actively identifying high-potential locations across the country, with the clear ambition to open dozens of new stores in Sweden in the coming years.
About eyes + more and nexeye in Sweden
Eyes + more is part of the nexeye group, which already has a strong presence in Sweden through its Direkt Optik chain, operating 33 stores nationwide. The combined strength of eyes + more and Direkt Optik provides a solid foundation to expand further and strengthen the group’s position in the Swedish optical retail industry.