On 16 June, international TV personality and style icon Sylvie Meis unveiled her first eyewear collection for eyes + more in Cologne. The exclusive launch took place at the brand’s new metropolitan store on the Schildergasse, attracting media, influencers, VIPs and fashion enthusiasts. As the largest eyes + more store to date, the location provided the perfect setting for the collection, highlighting the brand’s innovative retail concept in one of Germany’s leading shopping destinations.
CC: Christoph Krause
Sylvie’s Collection: Glasses Designed to Express Personality
Sylvie’s collection, created in close collaboration with the design team of eyes + more, is a celebration of individuality, confidence and personal style. The collection features 25 optical frames and 26 sunglasses, combining contemporary design with expressive silhouettes. From bold pilot frames and elegant cat-eye shapes to modern oval designs, each style is designed to highlight personality and enhance everyday looks.
“Glasses are so much more than an accessory to me. They are an expression of personality, mood and style. With this collection for eyes + more, I wanted to create frames that reflect the many facets of who we are: sometimes elegant, sometimes bold, sometimes playful,” says Sylvie Meis.
The Sylvie Meis collection is available in all eyes + more stores.
Europe’s Largest eyes + more Store Opens Its Doors
The launch of the Sylvie Meis eyewear collection coincided with the opening of the largest eyes + more store in Europe, marking a new milestone for the brand.
Located in a prime metropolitan setting, the new flagship store spans 240 square metres across two floors and introduces a next-generation optical retail experience where assortment, inspiration and hospitality come together.
Customers can explore an extensive assortment of more than 1,700 optical frames and sunglasses, presented in a spacious and modern retail environment. The store also features four dedicated sunglasses walls, offering a clear and inspiring overview of the latest styles.
On the upper floor, visitors are invited to relax in a stylish lounge area designed to enhance the customer experience. This space will also serve as a hub for community events, brand inspiration and customer engagement activities.
A unique innovation within the store is the fully visible presentation of all 38 lens variants. This transforms lens selection, often perceived as technical or complex, into an intuitive and accessible part of the customer journey, helping customers make more confident and informed choices.
High-Quality Eyewear at One Transparent All-Inclusive Price
The new metropolitan store reflects the core philosophy of eyes + more: fashionable, high-quality eyewear at one transparent all-inclusive price, with no hidden costs.
Customers benefit from premium-quality optical frames and lenses, combined with outstanding value for money. This clear pricing model makes high-quality eyewear more accessible, without compromising on style, comfort or performance.
“Glasses have long evolved beyond being a medical necessity; they are a fashion statement. We believe customers should never have to choose between quality and price. At eyes + more, high-quality eyewear is not an upgrade – it is the standard. That is exactly what we bring to life here in Cologne,” says Björn Wecker, Managing Director DACH.
A New Chapter for eyes + more in Europe’s Optical Retail Journey
With the opening of its new metropolitan store in Cologne and the launch of the first Sylvie Meis eyewear collection, eyes + more marks an important milestone in its continued growth across Europe.
By combining fashionable eyewear design, retail innovation, elevated customer experience and transparent pricing, the brand strengthens its position in the optical retail market.
The mission remains clear: to make high-quality eyewear accessible to everyone in Europe, without compromising on style, quality or value.