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Fielmann

Fielmann

Company: Fielmann AG

Brand value: US$1,777 million

Change since 2019: NEW ENTRY!

Headquarter city: Hamburg

Industry: Retail

Year formed: 1972

Every second pair of glasses sold in Germany is sold by Fielmann, a brand that positions itself as representing quality eyewear fashion at a fair price, and democratizing spectacle fashion. The business uses its considerable buying power to keep costs down and pass on the savings to customers. Its own brand Fielmann eyewear collection is priced at around 70 percent below the average price of branded spectacle frames. The brand has introduced several market-firsts for opticians in Germany, including a three-year guarantee, and a satisfaction guarantee. It has bought a stake in augmented reality specialist FittingBox, which enables customers to “try on” glasses virtually in 3D. Fielmann’s long-standing tagline is “You are the customer”, and its advertisements are often real people stopped in the street making genuine, unscripted endorsements, followed by the tagline “Brille: Fielmann.”, or Glasses: Fielmann. Community schemes focus on nature conservation.