Tenrep has been awarded the exclusive mandate to lead eyes + more expansion Sweden. The European optical retail chain, already operating more than 720 stores across five countries, is now entering an ambitious new phase. With Tenrep as its expansion partner, the goal is to quickly establish a strong retail presence in the Swedish optical market.
We previously supported eyes + more with the launch of a test store in Malmö. That experience created the trust behind this new mandate. Our assignment includes managing the entire expansion strategy: site selection, lease negotiations, and establishment management. The plan is to open dozens of new stores nationwide within the next two to three years. The first store will open in Q4 2025.
eyes + more is part of the international nexeye group, owned by the global investment firm KKR, managing approximately $686 billion in assets. With this financial strength, the group is well positioned for continued growth. More information can be found on nexeye’s official website.
The brand’s success is based on a unique concept. The product range combines fashionable, high-quality eyewear with a transparent all-inclusive pricing model. Customers always know the total price, regardless of prescription or type of lenses. This clear pricing, combined with modern store design and strong customer focus, has made eyes + more a popular player in several European markets.
For the Swedish optical market, the expansion will mean greater accessibility and more consumer choice. A growing number of stores with a modern concept will help drive competition and innovation across the industry.
For Tenrep, this mandate is an opportunity to apply our extensive expertise in establishment and expansion within retail. Having executed over a thousand successful rollouts for international brands, we know what drives success. Together with eyes + more, we aim to build a nationwide store network that will make eyewear more accessible for Swedish customers.
With our proven know-how and eyes + more’s strong concept, we are confident that this venture will be one of the most exciting retail growth stories in Sweden in the coming years. Eyes + more expansion Sweden is just the beginning.