Slovak retailer Eyerim targets Romania for regional expansion in 2025

Eyerim, eyewear brand from Slovakia, plans to make Romania a strategic focus of its 2025 regional expansion. The company forecasts 21 million euros in sales as it accelerates its transition from online fashion retailer to full-service optician.

“Romania is one of the most dynamic markets in the region and a key test case for our shift from fashion retailer to full-service online optician,” said Yassaman Omidbakhsh, co-founder and co-CEO of Eyerim. “We see this as more than a commercial opportunity, it’s where we refine how to educate the market, build trust, and prove that buying prescription glasses online can be just as personal and reliable as offline.”

Eyerim posted revenue growth of 25 percent in 2023 and 32 percent in 2024, driven by investment in digital infrastructure, logistics, and customer operations. The company has also expanded its offline presence, integrating showrooms in Bratislava and Prague into a digital-first model that supports, rather than replaces, online sales.

Romania, which launched two years after Slovakia and the Czech Republic, remains an online-only market. The company has no plans for physical locations there before the end of 2025 but cites it as one of its fastest-growing geographies.

Romania contributed more than 10 percent of Eyerim’s total revenue in 2024, on par with growth in Poland, most of them for sunglasses. The company plans to expand its prescription eyewear segment and focus on educating customers about the benefits of buying optical products online.

“Optical retail in Eastern Europe still relies on fragmented systems that no longer meet the expectations of modern consumers,” said Martin Zahuranec, co-founder and co-CEO of EYERIM. “We want to pioneer a model built on transparency and empathy, to deliver a service we’d want for ourselves. It’s about changing how people think about eyewear, removing outdated barriers, and creating that moment of surprise when the customer says, ‘This was easier than I thought.’ Romania is where we believe this transformation can scale.”

Founded in 2015 by Yassaman Omidbakhsh and Martin Zahuranec, both with prior experience in e-commerce development in Southeast Asia, Eyerim has raised over 5.7 million euros across four funding rounds from investors including Neulogy Ventures, Eterus Capital, Inovo, and 3TS Capital.