We design, produce and sell reading glasses in The Netherlands for the European market, nothing else, we breathe readers. No wonder our collections have significantly outperformed the competition, as store data shows time and time again. Readers are a necessity, but we have transformed the 'I have to' into 'I want'. More than 50% of the population is over 40 years old, so take a look at your store, are you tapping into this market? Do you really serve this enormous target group? Have you already transformed from “must have” to “want to have”?