VENGEAN & eyes + more: Linda van de Wiel & Bram Holzapfel

VENGEAN has developed international brand communications for eyes + more. The eyewear retailer, is along with Hans Anders and Direkt Optik part of parent company nexeye. In Germany a campaign has been launched following campaigns in Belgium and the Netherlands. We speak with Linda van de Wiel, Director Marketing & Communications at nexeye, and Bram Holzapfel, co-founder and Executive Creative Director of VENGEAN.

Can you explain the thinking behind the international campaign? Is this one overarching strategy?

Linda van de Wiel: Absolutely. To start with, we have a clear growth ambition; we want to grow to 1,000 stores in the coming years. With more than 300 stores already established, eyes + more aims to add another 75 in Germany, Austria, and Sweden in 2026 – which amounts to one to two new stores per week.

To achieve that, we needed a positioning that doesn’t just create emotional engagement, but also functions as a scalable, 360-degree international communication framework. Above all: it must be distinct from our competitors. Eyes + more focuses on a broad 45+ audience of men and women looking for value for money eyewear. They still often assume that they have to choose between price, quality, and fashion.

The strategy we follow is matching top quality with the latest trends in frames that are so affordable, you can always buy more of them. For that, we have a unique all-in price on promotions where customers can take advantage of 3, 4, or 5-pair deals. This makes it easy to have the right glasses for every moment, wherever you are so you always look fantastic and feel great. Furthermore, we are disrupting traditional, functional eyewear marketing; for us, a pair of glasses is a fashion item you want to have - a want-to-have rather than just a need-to-have.

Bram Holzapfel: Whether you are in Hamburg, Stockholm, Antwerp or anywhere else in Europe, the core remains the same: everyone has many faces, styles, and occasions; eyes + more always offers you high-quality, very attractively priced, on-trend frames. This allows you to have a matching pair of glasses for every version of yourself – whether it’s a specific look or occasion. Therein lies the idea of way more…. Way more sports, way more looks, way more party, way more holiday… etc. The brand theme way more you covers the entire scope. Using a modular, recognizable, and inspiring copy construct, we inspire with that nearly endless choice for self-expression. This is reinforced by equally distinctive design and brand assets, including the dominant use of the color orange.

Why did nexeye ask VENGEAN for this international repositioning?

Linda van de Wiel: Nexeye has been working with VENGEAN for quite some time now, including on Hans Anders in the Netherlands and Belgium; we are well-attuned to each other. VENGEAN understands our mission to be “future-proof.” They have previously shown that they can translate complex, international structures into a simple, powerful creative concept. Their mission to “ignite impact by energizing enterprise” aligns beautifully with our entrepreneurial growth ambitions. They don’t just think in terms of communication assets or creative ideas; they are an all-round strategic partner in business growth.

Bram Holzapfel: We love entrepreneurs and enterprises that dare to accelerate. Nexeye never stops starting and scaling. That energy matches our way of working. We love helping nexeye conquer market share – with a vengeance. For eyes + more, this meant developing an overarching brand strategy from which consistent communication can be developed across various markets well into the future, transitioning seamlessly across all channels – from the shop floor to TV and Social.

Why did you choose Sylvie Meis as the face of the brand?

Linda van de Wiel: Sylvie Meis is a European fashion icon and one of the most recognizable style icons, especially in Germany. She is a successful entrepreneur, television presenter, and trendsetter. She embodies that versatility that “way more you” is all about. And she also chooses glasses for herself that fit perfectly with all the various moments in her multifaceted life."

Bram Holzapfel: Sylvie Meis switches effortlessly between red-carpet glamour and entrepreneurship. That is exactly what we want for our customers: the freedom to show way more of themselves every day. Because of her own versatility, Sylvie isn't just a figurehead; she is a match made in heaven for this brand theme: way more Sylvie. And last but not least, she is a joy to work with!

Are there typically German characteristics incorporated into the campaign?

Bram Holzapfel: Eyes + more is a strong international brand. The core idea in the communication is universal and also resonates with Germans. At most, you could say that in Germany, the combination of service-orientation and a glamourous look works well. We very deliberately deployed the color orange in Germany as a powerful, distinctive brand element. It pops, especially in the German streetscape and compared to eyes + more’s competitors.

Additionally, the stories revolve around Sylvie & Friends, which evokes a lively and inclusive atmosphere that really appeals to the German consumer. The warmly decorated stores and the eyes + more employees also shine in the communication. Beside Sylvie, the latter are important representatives of the brand and distinguish themselves in the market as more expressive, extroverted personalities than those of the competitors. Eyes + more actually select very consciously for this during new hires.

Linda van de Wiel: In Germany, the optical market is traditionally very price- and function-oriented. With this positioning, we are really bringing a lively fashion injection. The all-in, transparent pricing we are known for remains the foundation. To that, we are now adding a massive dose of lifestyle value.

The communication has been running since February/March. How have the reactions and results been so far?

Linda van de Wiel: It is still early to draw definitive conclusions, but what we can cautiously state is that the TV commercials on the major German channels are having a positive impact on various brand KPIs.

What can we expect from eyes + more in the near future?

Linda van de Wiel: We continue to roll out at a high pace. In 2026, we will add about 60 new stores in Germany, Austria, and Sweden alone. That’s one to two new stores per week! The way more you campaign will continue to evolve with new chapters and collections.

Bram Holzapfel: We’ve only just begun telling this story. The brand engine is warmed up and eyes + more has way more in store!

www.vegean.com

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