MisterSpex Switch — Launching Eyewear-as-a-Service with circuly

The optical industry has long relied on a transactional retail model: customers buy a pair of glasses, wear them for years, and only return when they need a new prescription or style. But consumer behavior is changing. Customers increasingly expect flexibility, affordability, and ongoing access rather than ownership.

This shift is part of a broader transformation across industries: from cars to furniture, from electronics to sports equipment, consumer durable goods are moving into “Product-as-a-Service” (PaaS) models. For retailers, the message is clear: future growth lies not only in selling products once, but in creating recurring relationships that keep customers engaged.

In 2025, Mister Spex, one of Europe’s leading omnichannel opticians, embraced this transformation with the launch of Mister Spex Switch — an eyewear subscription service powered by circuly.

Business model: Eyewear-as-a-Service

Mister Spex Switch transforms eyewear into a subscription-based service. Instead of paying hundreds of euros upfront for a single pair, customers pay a small monthly fee for ongoing access.

Key features of the subscription:

• Prices start at just €9/month.
• Customers can subscribe to up to three pairs simultaneously.
• Access to 100+ brands and over 12,000 products.
• Insurance included: covers theft, damage, and loss.
• Free lens updates when prescriptions change.
• Option to swap frames every 12 months.

From a customer perspective, this model removes financial barriers and ensures they always have eyewear that matches their lifestyle, vision, and fashion preferences.

From a business perspective, it unlocks recurring revenue, higher retention, and stronger asset utilisation as some of the benefits of a launching a subscription-based business model.

Why It matters: Industry transformation

The global eyewear market was valued at $200.46 billion in 2024, with projections of 8.6% CAGR growth (2025–2030) (source). But traditional sales models limit growth, customers often keep frames for years, leading to long replacement cycles.

Switch directly addresses these challenges:

• Drives frequency: Recurring subscriptions ensure ongoing engagement.
• Boosts average order value: Early pilots showed AOV 3x higher compared to retail purchases.
• Encourages premium adoption: Customers are more likely to choose high-value lenses and designer frames under a subscription model.
• Aligns with sustainability: Frames are recirculated, repaired, and reused — extending lifecycle value.

Mister Spex Switch isn’t just a new product; it’s a strategic pivot toward recurring revenue, deeper customer relationships, and a more sustainable future in eyewear.

How the model works

• Customers subscribe to Switch in one of 65 Mister Spex stores across Germany (and online).
• They choose frames from thousands of designer and in-house options.
• A fixed monthly fee covers the glasses, insurance, and prescription updates.
• Every 12 months, customers can swap frames for new ones or keep their current pairs.
• All subscription logic — from payments to swaps — is managed seamlessly through circuly.

Operations where circuly supports

Switch may look simple to the customer, but behind the scenes, it requires a sophisticated subscription engine. Mister Spex relies on circuly to power the operational backbone of the model. circuly is the subscription management system behind Mister SPex Switch, automating the core infrastructure needed to run a subscription-based business model for physical products such as eyewear. Out-of-the-box, circuly handles subscription management, recurring billing and invoicing, asset tracking, product lifecycle management, return management. The customer self-service portal covers the customer journey & management of subscriptions and the automated email templates covers the communication via emails for the transactional operations such as order placement, subscription start, monthly billing etc., — allowing Mister Spex team to focus on growth rather than manual admin.

Here are the modules & feature that cover Mister Spex Switch business model needs:

Retail integration via StoreConnect
Since Switch is offered directly in Mister Spex’s 65+ retail stores, subscriptions are created using circuly’s StoreConnect solution. StoreConnect works seamlessly on point-of-sale devices, enabling store staff to initiate subscriptions in physical stores.

Customer self-service portal
Every subscription created in-store or online is automatically linked to the circuly White-Label Self-Service Portal, giving customers full control to manage their subscriptions.

Lifecycle tracking of products and subscriptions
circuly tracks each subscription and product from order placement and delivery through to the end of the subscription term. This lifecycle management enables Mister Spex to offer three distinct customer options:

• Swap: Customers can swap their glasses and extend coverage by initiating a request in the self-service portal (or with staff assistance).
• Return: After the minimum subscription term (typically 24 months), customers can return their glasses directly via the self-service portal.
• Automatic renewals: If none of the above options are selected, circuly ensures that subscriptions are automatically renewed after the minimum duration on a monthly basis — keeping customer access uninterrupted.

Legal compliance built-in
To align with German and European law, circuly powers Mister Spex’s statutory right of withdrawal in the online shop, ensuring Switch is compliant with subscription regulations from day one.

Results: Switch is thriving

Mister Spex’s own team shared early results publicly on LinkedIn:

• 3,000+ subscriptions since mid-May launch
• Around 10% of store revenue driven by Switch
• AOV 3x higher than regular purchases
• High demand for premium products like progressive lenses and prescription sunglasses

These numbers prove that Switch is not just working — it’s thriving. Eyewear-as-a-Service has moved from a bold experiment to a core growth engine for Mister Spex.

Real-World Experience

The results shared by the Mister Spex team showcase just how in demand Switch already is — with thousands of subscriptions launched in only a few months. But circuly also went undercover to see how the solution is operating on the ground in Mister Spex stores, and how store employees present the new business model to customers.

At the Leipzig branch, a circuly team member signed up for Switch in-store. Outside, a large Switch banner caught attention on one of the city’s busiest shopping miles, while inside, brochures and posters highlighted the new service. Playing “secret shopper,” they asked store staff about Switch without mentioning circuly. The employees were well-prepared, confident, and enthusiastic: they positioned Switch as an attractive alternative to ownership, highlighting free annual eye tests and included insurance as key benefits. They reported seeing around 1–2 new Switch subscriptions per day, noting that customers were still adjusting to the new concept. Interestingly, when asked about returns, staff explained that glasses are donated to good causes, adding a sustainability dimension.

Another circuly colleague reflected on Switch in the broader “as-a-service” landscape. While subscription models create affordability and flexibility, customers are increasingly alert to the fine print — early exit fees, mid-term price hikes, and hidden financing costs seen in other industries. Their insight: transparency is everything. Mister Spex’s approach — flat pricing, clear terms, and bundled services — makes Switch stand out as a trustworthy, customer-first subscription, avoiding the pitfalls of less transparent models.

Conclusion

Mister Spex Switch demonstrates how a leading retailer can redefine an entire product category through subscriptions. By turning eyewear into a service, Mister Spex combines customer convenience, recurring revenue, and sustainability in one model.

With circuly powering its subscription backend, Mister Spex has transformed eyewear from a one-off purchase into an ongoing relationship — setting the standard for the future of vision care.