Stockholm – eyes + more has entered a new phase of growth in Sweden with the opening of three new stores in the first two weeks of February. With openings in Gothenburg, Norrköping and Malmö, the brand now operates four stores in Sweden and officially moves from a pilot phase into large-scale expansion in the market.
The first of the three openings took place on 4 February in Nordstan, a large covered commercial shopping centre and one of the most visited retail destinations in Gothenburg. The location attracted strong customer interest from day one and marked an important step in building visibility in one of Sweden’s key urban regions.
On 6 February, eyes + more opened a new store at Ingelsta Shopping in Norrköping, a well-established and high-traffic retail destination. With this opening, eyes + more becomes part of the local retail landscape and expands its reach into an important regional catchment area.
The third opening followed on 12 February with a second eyes + more store in Malmö, located on the busy Södergatan shopping street. Malmö has a special meaning in the Swedish expansion of eyes + more: it is where the brand opened its first pilot store in Sweden in 2022. The strong performance of that store demonstrated that the eyes + more retail concept aligns well with Swedish customer preferences, needs and expectations. This opening of a second store in Malmö reflects the success of that pilot phase and the confidence to further scale the concept locally.
All three stores operate according to the eyes + more formula, which focuses on simplicity, accessibility and clarity. By removing complexity from pricing and choice, the concept is designed to meet everyday customer needs while maintaining high professional standards of eye care.
From pilot phase to nationwide rollout
The rapid rollout underlines the ambition to build a nationwide retail network with strong local presence. eyes + more plans to open dozens of stores across Sweden in the coming years. “Opening three stores within such a short timeframe is a clear statement,” says Nina Wyholt Gradin, Head of Expansion Sweden. “It shows that we have validated our approach in the Swedish market and are ready to scale. Our focus is on prime locations, strong local teams and building a sustainable presence for the long term.” The expansion in Sweden is part of a broader European growth strategy of nexeye, one of Europe’s fastest-growing optical retail groups.