The parent company Mister Spex SE is implementing the restructuring program SpexFocus. The strategy involves a focus on the home market in Germany, while the company is reducing its physical presence in international markets. For the Swedish and Nordic market, this results in the company reverting to being solely an e-commerce retailer. Partner networks and its own physical stores will therefore be closed in the region.
The annual report for Nordic Eyewear AB for the 2025 financial year confirms the company's development. Turnover for the year amounted to SEK 39.6 million, down from SEK 133.3 million in 2024. Profit after financial items amounted to SEK -4.6 million compared to SEK -34.3 million the previous year. The management report details how the process has been carried out.
During the 2025 financial year, the company underwent a significant change in its operations. The company gradually phased out its operations, with all physical stores being closed during the year.
In July 2025, the Swedish subsidiary ceased its own sales, which were instead taken over by the parent company in Germany. During the last two months of the year, the company's warehousing operations were also transferred to the parent company. The number of employees in the Swedish company decreased from 55 to an average of 12 during the year, and the CEO ended their employment in April 2025. After the end of the financial year, no active operations are being conducted in Nordic Eyewear AB. The intention now is for the company to be liquidated once the remaining administrative and legal measures have been completed.
The lowered ambition level for the Nordic market is also reflected digitally on the company's Swedish website. Subpages such as "About Us", "Career" and "Press Information" on misterspex.se, which were previously fully adapted to Swedish, now redirect visitors directly to German-language pages. This is a further clear signal that focus and resources have now shifted from the Nordics back to the German home market.
FROM THE LAUNCH: German online optician wants to conquer the Nordics - Sweden first out