Synsam announces today that it is entering into a strategic partnership with Norwegian Manchester City striker Erling Haaland. The result of the collaboration is a collection consisting of 64 different eyeglass frames, sunglasses and sports glasses, which will be launched on May 26th.
With this launch, Synsam is taking a concrete step into the international e-commerce market. In addition to the Nordic core markets, sales will take place online in Germany, Great Britain, France, Italy, Spain and Poland via the company's international domain.
We are incredibly proud that Erling Haaland chooses Synsam for his first international product partnership under his own name. The collaboration is a major investment for Synsam and an exciting step into a completely new market - international e-commerce, says Håkan Lundstedt, CEO and Group CEO of Synsam Group.
Erling Haaland has also been involved in the process:
I have followed Synsam for a long time and always liked their style, so it felt natural to work together. It has been a good experience to be involved and contribute to the collection, he says.
Growing Online and Taking a Place on the Top List
It was some time ago that we at Ehandel.se reported on Synsam's e-commerce initiatives, but the development online is pointing upwards for the company. In our recently published list of Sweden's largest e-commerce companies on Google for 2026, based on Adrelevance Visibility Index, Synsam climbed to 80th place (with an index of 35,057, an increase from last year's 27,608).
Looking at the company's latest annual report for 2025, it appears that online sales increased to SEK 261 million (up from SEK 211 million the previous year). To manage the growing volumes, the company also inaugurated a new e-commerce warehouse in Spånga during the first quarter of 2025, which meant a doubling of the previous storage area.
Physical Expansion in the Premium Segment
Parallel to the e-commerce expansion, Synsam continues to develop its physical presence. On April 23rd, the company opened the premium concept NK Eyewear & Optics at Nordiska Kompaniet in Gothenburg, following a previous establishment at NK in Stockholm.
The 180 square meter store offers over 1000 frames from brands such as Bottega Veneta, Tom Ford and Celine, combined with advanced equipment for eye examinations.
NK Eyewear & Optics is a stand-alone premium concept within Synsam, created for the style-conscious customer who sees glasses as part of their personal style, comments Håkan Lundstedt on the physical establishment.