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Optical Retailer Fielmann Group Enters US Market With Acquisition of SVS Vision and Befitting

First step in long-term plan of German family business to empower US eyewear customers.




HAMBURG, GERMANY, AND DETROIT – European eyewear provider The Fielmann Group announced that it is entering the US market with two acquisitions.

Fielmann will acquire 100% equity ownership of SVS Vision, an optical retailer that operates more than 80 stores across nine U.S. states. As the market leader in Michigan, SVS Vision generated more than $100 million in sales in 2022, according to a press release. The transaction is subject to customary closing conditions.

The Fielmann Group also announced that it will acquire 100% equity ownership of Eyevious Style Inc., the company known for its online eyewear retailer Befitting. The online retailer simplifies eyewear shopping for vision insurance customers. This transaction was expected to close this week.

More from the release:

Marc Fielmann, CEO of the Fielmann Group: “Fielmann’s purpose is to help everyone hear and see the beauty in the world. Our acquisitions of SVS Vision and Befitting are in line with our Vision 2025 with which we digitalise and internationalise our family business. This is the first step in our long-term plan to re-define what US consumers can expect of eyecare and eyewear.”

In connection with the transactions, the Fielmann Group announced that it has appointed Lukas Ruecker as CEO of Fielmann USA, Inc. Lukas joins the Fielmann Group after spending more than a decade at Luxottica. Over the last ten years, he served as President of EyeMed Vision Care which he transformed into the fastest-growing vision benefits provider globally.

Lukas Ruecker, CEO of Fielmann USA, Inc.: “Over its 50 year history, the Fielmann Group has shaped the European eyewear market with its signature customer centricity. SVS Vision is known for its friendly service, great people and longstanding heritage while Befitting provides an exceptional digital platform and outstanding talent. Combined they constitute the Fielmann Group’s omnichannel platform with which we are going to empower our customers in US optical retail.”






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