Scandinavia has long been recognized as a region where design culture, craftsmanship, and minimalist aesthetics converge into a distinctive consumer identity. To understand how this environment shapes the independent eyewear segment, we spoke with Gudlín Gná Ingvarsdóttir, a licensed optometrist and founder of a respected Scandinavian agency representing leading independent houses such as Jacques Marie Mage, Sato, Cutler & Gross and Ahlem. Her insights reveal a market that is both discerning and deeply committed to quality, storytelling, and long-term value.
Entering the Industry: Where Optometry Meets Design
Gudlín’s career began in clinical practice, but her fascination with the creative and strategic side of eyewear eventually took over.
“I have been fortunate to work with many different aspects of the craft and business of optometry,” she explains. Yet from the beginning, “my interest was wholeheartedly concentrated on the frames.”
This passion led her to launch her own agency in 2014, built on a desire to represent brands that resonated with her on a deeper level. As she describes it, she is drawn to collections that make her heart “skip a beat,” where she feels “kinship with the founders” and alignment in “strategy and market development.”
How the Scandinavian Market Has Evolved
Scandinavian retail has undergone a notable transformation over the past decade. According to Gudlín, store owners increasingly understand that they cannot “be everything to everyone,” and must instead curate brands with the mindset of “curating an art show at a gallery… Few, but well chosen brands, with depth and width.”
Consumers have become more demanding in both service and storytelling. They expect “competent staff,” insight into production processes, and environments that feel cohesive and inspiring. As she puts it, “Every minute of every interaction is a commodity.”
At the same time, brick-and-mortar retailers must now justify their relevance. With anything “from a Stanley screwdriver to a Hermès Birkin bag” only a few clicks away, stores must become “beacons of experience and knowledge.”
A Network Built on Organic Growth
Today, Gudlín manages around 80 active accounts across Scandinavia and the Nordic region. Her approach has always been deliberate:
“I think of my business as a business of organic growth… I try to introduce the right brands to the right doors, where I know the brand will serve a purpose and find a place.”
She prioritizes long-term alignment over rapid expansion, ensuring each brand enhances the store’s existing identity and revenue structure.
What Defines the Scandinavian Eyewear Consumer
Minimalism is not a stereotype in Scandinavia—it is a cultural standard. “Quiet, elegant and understated design and classical colors will always win here.” Consumers value fewer, better-made items and expect a thoughtful balance of aesthetics, quality, and price.
Celebrity endorsements or flashy materials have limited influence. As Gudlín notes: “Scandinavians are unimpressed per default… But you will sell a frame if your storytelling of the design, material choices and brand value confirms yet challenges the customer’s sense of quality.”
Differences Across Denmark, Sweden, Norway, and Finland
While the region is generally cohesive, she highlights distinct economic factors: Norway operating outside the EU, Finland’s geopolitical proximity to Russia, Denmark’s export-heavy ties to Germany, and Sweden’s weakened krona.
Even so, she views the Nordics as “a stable and loyal market, that works in an impeccably professional manner.”
Her primary concern is the “lack of the next generation of independent stores,” and she calls for greater political and economic support for entrepreneurial retailers.
Preparing for the Future: Experience, Curiosity, and Clear Identity
For stores preparing for the next wave of eyewear retail, Ingvarsdóttir advises starting with the fundamentals:
“Define the store’s DNA.” Everything from brand mix to staff personality to interior choices must communicate purpose.
She emphasizes curiosity as a competitive advantage: “When you combine deep knowledge and skill with humanity, that is how you make sure customers return to your store.”
Consumers arrive increasingly informed from online research. Retailers who understand this shift, she says, will be the ones who maintain long-term loyalty.
The Next 5–10 Years: Polarization, Digital Pressure, and the Return to Human Connection
Ingvarsdóttir predicts a polarized landscape, with “fewer but more in-depth multi-brand stores” that build tight-knit client communities. E-commerce will continue to rise as optical retail begins to mirror fashion’s earlier digital shift.
However, she also sees a countertrend: a renewed desire for human interaction, visible in the way many online-native brands are now opening physical shops.
Regarding smart glasses and wearable tech, she remains cautious: “In the long run we will prefer mono- or duo-functional items… instead of multifunctional items that end up taking control of our waking hours.”
Still, she warns the industry to stay alert to the ambitions of major tech companies entering the optical sphere.
Common Retail Mistakes—and How to Correct Them
Retail, she acknowledges, “is crazy hard,” but intentionality is essential. She urges stores to plan purchases with purpose, reorder bestsellers quickly, and analyze slow movers without hesitation.
Education is another priority: “Keep your staff engaged by keeping them knowledgeable.” Brand, styling, and sales training elevate the in-store experience and strengthen customer trust.
Finally, storytelling must expand beyond the shop floor: Online platforms like Instagram or TikTok “will not generate direct sales,” but they build community, identity, and long-term affinity.
What Shapes Her Brand Selection
Her selection criteria blend intuition and personal passion. “When I look at a brand, I always ask myself if I had a store, would I want to sell this product?” Human connection also plays a decisive role: “If I click with the founders or designers… almost anything can be attained.”
What Independent Brands Must Do Now
Her message to independent eyewear houses is clear: “Get good representation!” A strong agency with deep market relationships is essential.
Brands must also support retailers consistently, appreciate their frontline role, and invest in strong back-office operations. Above all, they must articulate their identity with clarity and conviction: “Have a strong sense of purpose and DNA and communicate this strongly on multiple platforms.”
Conclusion
Through Gudlín Gná Ingvarsdóttir’s lens, the Scandinavian eyewear market emerges as one of the most design-literate, experience-driven regions in the world. Its consumers reward authenticity, craftsmanship, and thoughtful storytelling, while its retailers face a rapidly evolving landscape of digital pressure and shifting luxury expectations.
Her perspective underscores a simple but powerful truth: success in this market whether as a retailer or a brand depends on clarity of identity, human connection, and unwavering commitment to quality.
