Key Takeaways from Opti 2026 – Eyewear Conference in Munich

1. Hearing acoustics represents a highly complementary and attractive incremental growth lever for optical retailers

The integration of hearing acoustics into optical retail continues to gain momentum and was one of the most consistent themes across exhibitors, operators, and solution providers.

Compelling financial upside

• Hearing acoustics offers meaningful incremental topline and margin expansion, with multiple operators citing:
  • c. €300k of additional annual revenue per store achievable even with a limited hearing offering (e.g. hearing tests and selected devices).
  • Attractive contribution margins, supported by higher average transaction values and repeat service income (aftercare, adjustments, upgrades).
• Importantly, this growth is largely additive, rather than cannibalistic to eyewear sales

Low complexity entry

• The required investment is relatively modest:
  • Limited additional retail space required.
  • Minimal structural changes compared to a full optical refit.
  • Audiology equipment and training costs are manageable and scalable.
• This lowers execution risk and allows for pilot-and-scale rollouts across store estates.

Destigmatisation through co-location

• Combining hearing solutions with eyewear retail helps normalise and de-stigmatise hearing aids, particularly when positioned as lifestyle and health-enhancing devices rather than medical equipment.
• Consumers increasingly view hearing aids similarly to glasses: as assistive, upgradeable, and design-led products.

Clear commercial and operational synergies

• Strong overlap in target demographics, particularly:
  • 50+ consumers with disposable income.
  • Health-conscious customers already accustomed to regular testing.
• Benefits include:
  • Increased footfall from additional appointment types.
  • Higher customer lifetime value through cross-selling and bundled care.
  • Shared use of existing store infrastructure, appointment systems, and front-of-house staff.
• Overall, hearing acoustics is increasingly seen as a natural adjacency rather than a new category.

2. Rapid adoption of AI-enabled software to drive conversion, efficiency, and inventory optimisation

Digital and AI-powered solutions are moving from “nice to have” to core operational tools for leading optical retailers.

Conversion optimisation

• AI-driven analytics are being used to:
  • Track the full customer journey from online appointment / dropping in / eye test to purchase.
  • Identify precisely where and when conversion drops off (e.g. post-test, pricing discussion, product selection).
• These insights enable:
  • Targeted staff training.
  • Personalised follow-ups and nudges.
  • Improved in-store scripts and product recommendations.
• Early adopters reported material conversion uplift without increasing footfall.

Smarter appointment and workforce planning

• AI-based planning tools are increasingly used to:
  • Optimise eye test scheduling based on historic demand patterns.
  • Align staffing levels to peak and trough store traffic.
• Benefits include:
  • Improved customer experience through reduced wait times.
  • Lower labour inefficiencies and better utilisation of optometrists.
  • Increased test-to-sale conversion by ensuring the right staff are available at critical moments.

Omnichannel and inventory efficiency

• Retailers are leveraging AI to:
  • Reduce in-store inventory by shifting more choice online.
  • Offer a seamless “endless aisle” experience where customers can browse, try out and order digitally, even in-store.
• This allows:
  • Lower working capital tied up in frames.
  • Broader brand and SKU offerings without physical space constraints.
  • Better data capture on customer preferences.

Overall, AI is becoming a profitability and scalability lever, not just a technology upgrade.

3. Continued emergence of new eyewear brands and strategic reshaping of ‘houses of brands’

The branded eyewear landscape remains highly dynamic, with clear implications for assortment strategy and supplier relationships.

New brand creation remains strong

• Numerous emerging eyewear brands were present, often characterised by:
  • Strong design identity and storytelling.
  • Sustainability credentials and transparent sourcing.
  • Direct-to-consumer roots expanding into wholesale.
• Retailers see these brands as a way to:
  • Differentiate from mass-market chains.
  • Appeal to younger or more design-driven customers.
  • Refresh assortments more frequently.

Houses of brands refining portfolios

• Large brand groups are actively re-shaping and rationalising portfolios, with:
  • Increased focus on fewer, stronger global brands.
  • Clearer segmentation by price point, style, and consumer archetype.
• There is a growing emphasis on:
  • Exclusive or semi-exclusive partnerships with retailers.
  • Data-driven decisions on which brands earn shelf space.

Implications for retailers

• Brand selection is becoming more strategic:
  • Less about volume breadth, more about clear brand roles within the assortment.
  • Greater scrutiny on sell-through, margins, and brand productivity per square metre.

Retailers that actively curate and rotate brands are better positioned to maintain relevance and pricing power.

Overall conclusion

The conference reinforced that optical retail is evolving into a broader, data-driven health and lifestyle platform:

• Hearing acoustics offers a credible and scalable adjacent growth engine.
• AI is reshaping how retailers convert customers and manage operations.
• Brand strategies are becoming sharper, with differentiation increasingly driven by curation.