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Equity Story

  • Fielmann’s business model is characterized by the coverage of every level of the value chain, which makes the company a strong independent competitor. Over 40% of all new opticians are trained by the company’s Academy in Plön Castle.

  • Fielmann’s core competitive advantages are the highly trained  staff, affordable prices for glasses (Nulltarif and best price guarantee), their post purchase service (warranty, satisfaction  guarantee, zero cost insurance) and the broad product range that not only covers prescription glasses but also sunglasses and contact lenses.

  • Fielmann registers high sales of glasses that grow on average by 1.2% yoy (CAGR 2014-2019), with constantly growing numbers.

SWOT Analysis

Strengths

  • Active at every level of the value chain

  • Qualification and Know-How (Industry's leading training provider)

  • Economy of Scale (affordable, BP-guarantee)

  • "Fielmann ventures" develops key technology and business models

Weaknesses

  • Unfinished e-commerce technology

  • Most products offer little scope for differentiation

Opportunities

  • International expansion

  • Horizontal diversification (prescription sunglasses, hearing aids)

  • USP technological developments (smart connection of digital services and personal consulting)

Threats

  • Distance sale competition

  • Fast dynamics and competitors in the fashion industry

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