After acquiring a 100 percent stake in Brille24 – one of Germany's major online retailers, with annual revenues of almost €25 million – Essilor International, now a subsidiary of EssilorLuxottica, launched a common omni-channel concept in Germany in August. Sixty opticians participated in the kick-off event in Düsseldorf.

The concept was developed by the team surrounding Frank Walenda, new network director for Essilor/Brille24, and Johannes Korves, managing director of Brille24. They aim to start the project with 50 pilot stores in October and then launch nationwide in Germany after the Opti 2020 show next January.

Participating opticians will be able to use the online potential of Brille24 to find the right products for their customers. Brille24 and Essilor will launch corrective frames that can be purchased online and offline as well as a new shop-in-shop system. Brille24 has been expanding the so-called Drive-to-Store model into a collection of 240 corrective frames at four price points.

Established in 2007, Brille24 has one million registered customers and stores in Germany, Belgium, France, Portugal, Spain and the Netherlands. It recently received the “Price Champion 2019” award from Die Welt, the German newspaper, and ServiceValue, the German-based consultancy. The company has said that it is aiming to reach €30 million by the end the year.