On 2 February 2026, nexeye launched not one, not two, but three new eyewear campaigns across key European markets. Together, these launches marked a powerful milestone for our brands and set a new standard for the optics category in Europe.
Designed to capture attention and challenge conventions, the campaigns combine strong brand storytelling, trusted brand ambassadors, and clear, differentiated propositions. While each campaign is tailored to local markets and specific brands, they share one defining principle: delivering outstanding value for money.
A shared vision across European eyewear markets
Across all markets, nexeye brings this ambition to life by combining quality, style, and accessibility at price points that make great eyewear more affordable. By embedding value-driven propositions into modern, emotionally engaging brand stories, we strengthen both consumer relevance and long-term brand equity.
This approach reflects a broader ambition: to build strong local optics brands on a scalable European foundation, without compromising affordability, trust or quality.
Scalable branding to support growth across Europe
“With the ambition to reach 1,000 stores in the coming years, the new branding and campaigns create strong emotional connections as well as a scalable communication concept,” says Bart van de Nieuwenhof, CEO nexeye. “This is a decisive factor in gaining market share across Europe.”
By aligning local relevance with a shared strategic framework, nexeye creates a future-proof branding model for the European eyewear market.
A closer look at the campaigns
- eyes + more: International Branding with Style and Affordability – eyes + more launched its refreshed brand identity and international campaign ‘way more you’ featuring Sylvie Meis. The new branding combines fashion-led design with affordability, positioning expressive eyewear as accessible style.
- Hans Anders Netherlands: Everyday Eye Care and Eye Wear for Families – IIn the Netherlands, Hans Anders introduced a new campaign starring Yvon Jaspers alongside her daughter, Keesje Jaspers. The campaign highlights reliable eye care for families, built on trust, quality, and smart pricing, making affordability tangible and personal.
- Hans Anders Belgium: Local Storytelling with Trusted Faces – In Belgium, Hans Anders launched a local campaign featuring Koen Wauters and his daughter Zita Wauters. This authentic, cross-generational story reinforces the brand’s promise of dependable quality, fair pricing, and accessibility for Belgian consumers.
Raising the bar for the optics category in Europe
Together, these European eyewear campaigns underline nexeye’s ambition to raise the bar for the optics category in Europe. By building strong local brands on a shared foundation of emotional relevance, scalable communication, and exceptional value for money, nexeye continues to shape the future of accessible eyewear.
For more information about our campaigns and brand launches, please visit our newsroom.