Mister Spex SE, the German eyewear retailer, has confirmed its 2025 guidance, underscoring a disciplined focus on profitability that will shape its upcoming business cycle.
2025 Results Snapshot
- Net revenue fell 18 % year‑on‑year to roughly €178 million, comfortably within the company’s forecasted –10 % to –20 % range.
- The decline was largely attributed to intentional adjustments to the store portfolio in Q4 2024 and a sustained reduction of discount‑driven promotions.
- Like‑for‑like sales grew 8 %, signalling robust underlying demand in the core business.
- EBIT margin settled in the lower half of the projected –5 % to –15 % band, confirming the company’s commitment to tightening profitability.
- Cash reserves remained solid at about €56 million at year‑end, reinforcing financial discipline.
Order Value Upside
Mister Spex reported a 20 % rise in average order value (AOV) for prescription glasses and a 13 % lift in overall AOV. The uptick reflects a shift toward higher‑margin premium products and an optimized product mix that capitalizes on consumer willingness to pay for quality and convenience.
Strategic Implications
- Store‑Portfolio Rationalisation – The deliberate pruning of under‑performing outlets in the last quarter of 2024 has already begun to translate into revenue stability.
- Promotion Discipline – A persistent contraction of discount campaigns has reduced cost pressure while preserving brand equity.
- Margin Focus – Operating within the lower end of the EBIT margin forecast indicates that the company is prioritising long‑term profitability over short‑term volume gains.
Forward Outlook
With a clear emphasis on profitability, Mister Spex is poised to leverage its strong online presence and expanding premium product line to drive future growth. The company’s solid cash position provides a cushion to invest in technology and customer experience initiatives that can further enhance average order value and reinforce its market leadership in the eyewear sector.
