Following the successful launch of the premium concept NK Eyewear & Optics at Nordiska Kompaniet in Stockholm, Synsam Group is now taking the next step. On April 23, the concept will also open at NK in Gothenburg - a destination where high-end fashion, clinical expertise, and a high level of fashion come together in a carefully crafted overall experience.

- NK Eyewear & Optics is an independent premium concept within Synsam, created for the style-conscious customer who sees eyewear as a natural part of their personal style - and who seeks a selection beyond the expected. Here, the best in eye health and eyewear fashion are combined in a retail environment that elevates the overall experience. It is a luxury destination in the truest sense of the word, says Håkan Lundstedt, President and CEO of Synsam Group.

The 180 square meter store is located on the ground floor of NK and is designed as a cohesive, architectural environment where material choices, lighting, and layout interact. The assortment includes more than 1,000 frames and features around 30 of the world's most exclusive brands in eyewear, sunglasses, and sports optics. Among the brands are names such as Bottega Veneta, Tom Ford, Celine, Loewe, Dior, and Cartier.

World-class eye care with advanced technology
The store offers fully equipped eye examination rooms and is staffed by licensed opticians. With the help of the latest technology in optics and eye screening, including an OCT camera for retinal imaging, advanced analyses of eye health are made possible.

Personal guidance at the intersection of function and fashion
A central part of the concept is the trained style experts who guide the customer throughout the entire experience - from eye examination to the selection of frames and lenses. The focus is on combining functional needs with individual style preferences.

- Our style experts work closely with the opticians to create a seamless experience where both vision and style are in focus. We see a growing interest in eyewear as a fashion accessory, and our assortment reflects this by bringing together some of the world's most sought-after brands under one roof, says Håkan Lundstedt.

Jenny Fridh, Chief Communications Officer Synsam Group
+46 730277018, jenny.fridh@synsam.com 

About Synsam Group Synsam
Group is a leading optician group in the Nordic region, with a differentiated and affordable subscription offering. Synsam Group offers a wide range of products and services for eye health and eye fashion, catering to the customer's different lifestyles and needs. The group has approximately 5,400 employees, net sales of approximately SEK 7.1 billion (2025) and approximately 600 stores in the Nordics, operating under the brands Synsam, Synsam Outlet and Profil Optik in Denmark. Through digitalization, subscription services and other innovative concepts, Synsam Group is at the forefront of innovation in the Nordic optical retail market across multiple dimensions including customer journey, product offering and ESG. Synsam Group's share is traded on Nasdaq Stockholm (SYNSAM). www.synsamgroup.com

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