Wirtschaftsforum: Mr. Wagner, how did the founding of VIU come about?

Kilian Wagner: We founded VIU in 2013 and have since developed it into an established brand. The idea arose from our own experience as eyeglass buyers. My co-founder Peter Kaeser and I were frustrated with the high prices for designer glasses and the limited options in the market. We wanted to create an alternative that was both emotionally appealing and priced fairly.

Wirtschaftsforum: What were the key milestones in the company's history?

Kilian Wagner: A crucial milestone was the opening of our first store in Zurich. Originally, and perhaps naively, we thought that our brand story was strong enough to sell exclusively online. And we were quite satisfied with our initial sales figures. After about four months, however, we experimented with setting up a showroom in front of our office and were overwhelmed by the response.

We had underestimated how many people would find us online but were hesitant to order. This convinced us of the omnichannel approach. We quickly recognized that retail plays an important role in providing customers with a better shopping experience. We now have 47 own flagship stores in the DACH region where we offer the complete optical range (including vision tests & glass consultations) around the VIU glasses.

Wirtschaftsforum: How do the design of the glasses and the layout of the stores influence the brand identity of VIU?

Kilian Wagner: The design of our glasses and the layout of our stores are under the creative direction of our Creative Director Fabrice Aeberhard, who ensures that both the products and the spaces have a harmonious and appealing aesthetics. Fabrice brings his extensive experience in industrial design to ensure that every element – from the glasses to the store layout – reflects the brand identity of VIU and offers customers a unique and emotional experience.

Wirtschaftsforum: What role does sustainability play in your company?

Kilian Wagner: Sustainability is a central part of our corporate philosophy. We use environmentally friendly materials and rely on local production. Our goal is to minimize the ecological footprint while simultaneously offering high-quality products. An example of this is our new material ‘Acetate Renew’, which contains a high percentage of organic and recycled material. Through the use of 3-D printers, we can also minimize material waste.

Wirtschaftsforum: How does the adaptation of 3-D printed glasses work?

Kilian Wagner: Our 3-D printed glasses offer an excellent way to make individual adjustments. When a customer orders glasses from us, the front of the glasses is specifically made for them. We start by measuring the customer's head width in the store. Based on this, the glasses are then printed in the appropriate size. This allows us to optimally serve even very narrow or small faces.

The process not only reduces material consumption but also ensures that the glasses fit perfectly and offer the highest wearing comfort. We are proud to offer a solution with this technology that meets our customers' needs and is also environmentally friendly. By now, every tenth pair of glasses we sell comes from the 3-D printer.

Wirtschaftsforum: How has the industry changed in recent years?

Kilian Wagner: The industry has become highly digitized. More and more customers are gathering information online and then shopping in stores, or vice versa. In addition, awareness of sustainability and transparency in production has greatly increased. Today, customers want to know where their products come from and under what conditions they are manufactured. Our business model keeps us at the forefront of these trends.

Wirtschaftsforum: Who are your main customers?

Kilian Wagner: Our customer base is very diverse. The average age of our customers is between 37 and 38 years, but we serve all age groups. Our products are particularly appealing to design-savvy customers who value quality and sustainability. Interestingly, about 60% of our customers are women.

Wirtschaftsforum: What is the corporate culture like at VIU?

Kilian Wagner: We have a very open and digital corporate culture. Since 2013, we have been working without internal emails and instead use tools like Slack and Asana to promote communication. We advocate an entrepreneurial mindset and enable our employees to invest in the company. This creates a strong sense of belonging and motivation.

Wirtschaftsforum: What are your plans for the future?

Kilian Wagner: We see great potential in the DACH market and plan to further expand our presence. In addition, we want to further optimize our omnichannel concept to provide customers with a seamless shopping experience. In the long term, we are also thinking about an international expansion beyond the DACH region.