Founded in Slovakia in 2015, Eyerim set out to challenge a long-static industry. What began as a fashion-forward e-commerce platform for eyewear has since evolved into a full-service digital optician with a presence in 14 markets across Central and Eastern Europe. Now in its tenth year, Eyerim is forecasting €21M in sales and plans to make Romania a strategic priority in 2025.
The company was co-founded by Yassaman Omidbakhsh and Martin Zahuranec, both of whom brought prior experience in e-commerce operations in Southeast Asia. Their vision was to modernize the optical retail experience in a region where the sector was marked by fragmentation, limited digital adoption, and opaque pricing. Over the course of four funding rounds, Eyerim raised over €5.7M from investors including Neulogy Ventures, Eterus Capital, Inovo, and 3TS Capital.
Adding technology to the optical industry
Eyerim was built around a simple yet ambitious idea: to improve a customer experience that felt outdated and unnecessarily complex. “We’ve turned what used to feel like a burdensome medical appointment into a simple, empowering journey,” says Yassaman Omidbakhsh, co-founder and co-CEO. “We want our customers to be in full control, from getting their prescription to selecting lenses and upgrades, all with transparency and ease.”
The company introduced virtual try-on technology as early as 2017—an early innovation that signaled its intent to digitize the eyewear experience. “Since our early days, we’ve embraced innovation,” Omidbakhsh says. “This year alone, we sold over 18,000 pairs of glasses online. It shows that with the right technology and a streamlined process, people are ready to embrace the online shift.”
Despite its digital-first positioning, Eyerim opened its first physical location in 2023. “It was something we once swore we’d never do,” she admits. “But it was clear that our customers wanted a true omnichannel experience. So we built one.” Today, physical stores operate as onboarding and support hubs, seamlessly integrated with the online platform.
Vertical integration and brand expansion
Over the years, Eyerim identified clear limitations in relying on third-party eyewear brands—particularly around pricing, quality, and design. This prompted the team to launch its own proprietary line of frames. “It wasn’t about competing with brands, but about broadening the spectrum of choice,” says Omidbakhsh. “As a result, we are now serving every style and every price point, from brand-agnostic quality seekers to luxury lovers.”
The move toward vertical integration marked a significant pivot in the company’s business model and product strategy. Combined with its technology platform and expanding retail presence, Eyerim is now positioning itself as a full-service, data-driven optician for the CEE region.
3 mistakes done while scaling
When asked what made the biggest difference in scaling the business, Omidbakhsh is unequivocal: “Without hesitation: the team. You can’t scale without strong technology or trusted partners, but none of that matters if you don’t invest in people.”
This philosophy became particularly clear during the COVID-19 pandemic. “Many companies in the sector implemented layoffs to preserve cash flow. Eyerim took a different approach: we implemented equal salary cuts across the board, with top management taking a double reduction. It wasn’t easy, but it was fair. And it paid off.”
She also points to some early-stage missteps that proved formative. “One of the biggest was spending too much time on fundraising in the early years,” she reflects. “We should have been obsessing over our operations.” Another major turning point was realizing the need for stronger financial leadership. “We lacked a strong finance function, which meant some critical issues went unnoticed until it was nearly too late. When reality hit, we immediately hired a sharp CFO—one of the best decisions we made.”
Strategic delays were also a lesson. “We knew early on that entering the optical vertical would be a game changer, but we hesitated. It wasn’t until the pandemic forced a behavioral shift that we finally pivoted—and never looked back.”
Looking ahead with a grounded perspective
As Eyerim enters its second decade, the company is preparing to deepen its presence in Central and Eastern Europe. Romania has been named a strategic focus for 2025, a move that aligns with both the company’s ambitions and its proven model of expansion.
Reflecting on the company’s 10-year journey, Omidbakhsh doesn’t cite a single breakthrough, but rather a pattern of consistent effort. “If I had to sum up Eyerim’s story in one principle, it would be this: success comes from showing up, consistently, humbly, and with heart, even when it’s hard.”
She adds: “It’s not the bold moves that define you. It’s the quiet, disciplined ones. And the people who choose to walk that road with you.”
