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Synsam Group and Klarna launch innovative contact lens subscription in the Nordics

January 29, 2019




Together with Klarna, Synsam Group has developed a new concept that allows customers in the Nordics to subscribe to contact lenses by using their mobile phone instore, while at the same time giving customers the possibility to manage all administration online. The concept has shown great results since the launch, as the number of subscribers has increased significantly.

Synsam Group has over 50 years of experience in improving people’s eye health and is today Sweden’s largest optician chain with over 190 stores in Sweden, and 500 stores throughout the Nordic region. One of the company’s most popular services is Synsam Lifestyle Contact Lens Subscription, which includes home deliveries and annual contact lens examinations. To create a better and smoother customer experience, Synsam Group and Klarna have developed a new concept that allows customers to subscribe to contact lenses by using their mobile phones instore, while they can manage all the administration around the subscription online.

The new digital concept for signing a Synsam Lifestyle Contact Lens Subscription has proved highly appreciated by both employees and customers as it is a simple and efficient process. Customers don’t need to provide personal information such as date of birth or social security number, and there is no requirement for signing paperwork. The customers can now instead use their mobile phone and through a few simple clicks approve the conditions and confirm their identity. The monthly payment for the subscription is then carried out based on customer preference, as they can choose to pay directly or by invoice through Klarna.

Jimmy Engström, Head of Digital Commerce & Contact Lenses, Synsam Group:

“At Synsam Group, we always strive to give our customers the best tailored full service solution within Eye Health and Eye Fashion. The new and already very popular contact lens subscription is an easy, convenient and safe way for our customers to take care of their eye health, get their lenses delivered wherever and whenever they want, and easily manage their subscription themselves online or in stores. The solution developed together with Klarna is a perfect piece of puzzle in Synsam Group’s endeavor to link our sales and service channels through digital innovation and make the customer experience as seamless as possible.”

Christofer Marquart, Senior Commercial Manager, Klarna:

“We are pleased to work with Synsam Group to develop a solution that creates a better experience for both the customers and the employees in the physical stores. An increasing amount of our merchants are demanding seamless solutions that connect digital payments with physical stores. This collaboration with Synsam Group is a good example of the next generation’s customer experience that creates benefits for both the customer in the form of a smoother shopping experience and for Synsam Group through increased number of orders.”

For more information


Johanna Nyman, Senior Manager Communications & PR
+46 (0) 72855 83 29

Synsam Group

Jimmy Engström, Head of Digital Commerce & Contact Lenses
+46 (0) 72550 63 33

About Klarna

Klarna is one of Europe’s leading payments providers and a newly-licensed bank, which wants to revolutionise the payment experience for shoppers and merchants alike. Founded in Stockholm, Sweden, in 2005, we give online consumers the option to pay now, pay later or over time – offering a simple, safe and smoooth checkout experience. Klarna now works with 100,000 merchants. Klarna has 2,000 employees and is active in 14 countries.

About Synsam Group

Synsam Group is one of Europe’s leading players in the optics industry and offers unique solutions within both Eye Fashion and Eye Health, and has a wide range based on the customer’s different lifestyles. The Group has a global presence, a turnover of approximately SEK 3 billion and an EBITDA of about 20%. In total, the Group has about 500 stores operated under the Synsam and Profil Optik brands. Since 2015, Synsam Group has implemented a transformation of its entire offering and, with a high degree of digitization and other innovative concepts, has driven growth and profitability development which is among the highest in Europe 2017.