The Berlin optician chain Mister Spex SE has continued to push forward with the repositioning it initiated in the summer. On Tuesday, the company presented its new “vision and mission” and, according to its own statements, created “important guard rails” for the ongoing reform course.
The principles now presented are “integral components of SpexFocus, Mister Spex’s transformation and restructuring program,” according to a statement. In addition to realigning the offering, this also provides for measures to improve results.
The optician chain relies on “Vision-as-a-Service”
With the vision “We help people to see the world and show themselves,” Mister Spex will now “set clear priorities to offer the best possible all-round service for the eye health of its customers,” the company explained. The associated mission is to “become the leading vision-as-a-service provider by going beyond traditional eyewear sales.”
Specifically, the company is concerned with “improving eye health and supporting customers’ individual style wishes”. With the guidelines now announced, the company is further developing the claim “The optician of your life” presented in August, said Mister Spex.
“The new vision is a consistent step in our corporate strategy,” explains CEO Stephan Schulz-Gohritz. “It combines our expertise in eye health with our claim to give our customers the opportunity to express their personality. These aspects are at the core of our actions and our strategy.”