Today marks the launch of the Erling Haaland Eyewear Collection, developed in collaboration with Synsam. The collection consists of 64 models within glasses, sunglasses, and sports glasses.
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In the company's Nordic core markets, the products are sold both in physical stores and online. However, a strategic decision for international expansion is that the collection in Germany, Great Britain, France, Italy, Spain, and Poland will initially only be available via the company's e-commerce platform. At least for the time being.
E-commerce and Digitalization in Q1
That e-commerce is the primary tool for reaching out in Europe is confirmed in Synsam's quarterly report for the first quarter of 2026. CEO Håkan Lundstedt emphasizes in the report that the e-commerce platform, in combination with profile acquisition, enables a cost-effective international expansion with low risk outside the Nordics.
In addition to the e-commerce expansion, the quarterly report also highlights other digital advancements. The technical solution Synsam EyeView is now fully implemented in Sweden and Norway, which, according to the company, has increased accessibility and been a driving factor for local growth.
Financially, the first quarter showed stable development for the group.
Key figures from Synsam's Q1 report 2026:
- Net sales: 1,773 MSEK (1,708)
- Organic growth: 5.6 percent
- EBIT margin: 10.4 percent (10)
- Subscription customers (total): approximately 916,000
Focus on Material and Functionality
The launched collection targets a broad audience and is manufactured in materials such as acetate and titanium. Later this summer, starting on June 9th and in connection with the Football World Cup, a limited release of 999 numbered gold-colored sports glasses is also planned via the internet and selected stores.
The main person himself, Erling Haaland, comments on the launch:
For me, the details are crucial - both on the field and in everyday life. This collection reflects my personal style and how I want things to look, feel, and function.
Håkan Lundstedt, CEO and Group CEO of Synsam Group, about the collaboration:
It has been very inspiring to work with Erling Haaland on this collection. We have had a clear focus on developing products that combine design, quality, and function, and the result is a collection that we are very proud of.