Opticians: What if you offered glasses rental?

Buying a pair of glasses is something customers repeat every two to three years. But in a world where renting goods is becoming increasingly popular—cars, clothing, bikes, phones—why not consider the same model for eyewear? In recent years, new players and brands have been testing alternative offerings: long-term eyewear rentals, all-inclusive subscriptions, or leasing. These formats could well redefine the relationship between opticians and customers, while meeting new expectations in terms of flexibility, savings, and service. Let's explore these still-marginal but promising formulas.

Eyeglass rental: alternative models on the rise

The optical industry, traditionally based on unit sales, is seeing the emergence of a continuous service approach. Several types of alternative offerings already coexist. Long-term rentals, similar to car leasing, allow customers to rent their glasses (frame + lenses) for periods ranging from 12, 24, or 36 months. The monthly payment sometimes includes maintenance, adjustments, and even replacement in the event of breakage or changes in vision.

The glasses subscription is a "Netflix-style" formula , with a monthly subscription giving the right to a regular (often annual) change of glasses, offered by more and more opticians. The model is particularly suitable for children, whose vision changes quickly, or for adults wishing to vary their styles (sunglasses, office, sports, etc.).

Other hybrid formulas also exist: in some cases, the customer pays an initial fee (or a security deposit), then a reduced monthly payment. The product can be bought back at the end or exchanged. Others include extended guarantees (breakage, scratches, loss), attracting customers seeking peace of mind. In Italy, the trend has begun to take hold with the opening of a store entirely dedicated to rentals .

What are the advantages (and disadvantages) of renting glasses for opticians?

On the customer side, the interest is multiple, with smoothed budgets, especially in times of inflation, an all-inclusive offer, avoiding unpleasant surprises, or even stylistic flexibility, allowing for regular changes according to desires or needs.

On the optician side, several benefits are emerging : natural loyalty, customers remaining engaged over time, recurring revenues, more predictable than one-off sales and an increase in the average basket if the offers are well positioned (e.g.: solar renewal + vision).

On the brakes side, these formulas are not without challenges , particularly concerning logistics (return management, contract monitoring, maintenance) which will require a certain rigor. Interactions with mutual insurance companies are not always simple, because reimbursement is not currently designed for rental.

Finally, it will be necessary to deal with an initial distrust from some customers (as with any innovation) who still perceive glasses as a personal and durable good. Opticians will therefore have to demonstrate both pedagogy and commercial transparency to establish these offers as a habit.

A model that is still marginal… but promising

For the time being, eyeglass rental remains marginal in France, but some weak signals indicate growth potential:

• Younger generations, familiar with subscriptions, are more receptive to these models . According to a Deloitte study (2023), 64% of 18-34 year-olds prefer a flexible service to long-term ownership, particularly in the fields of fashion and technology.
• The economic context is pushing us to seek more affordable solutions, particularly for large families and students.
• The ecological trend (consuming less, but better, and extending the lifespan of products) could also support this type of offer if it is accompanied by the reuse or recycling of frames.

Finally, some countries like the Netherlands and Sweden are testing similar formulas, particularly for children's glasses and professional equipment. In France, a few brands, like Vibe Optic , are slowly getting into it.

Eyewear rentals or subscriptions won't replace traditional retail, but they do represent a viable alternative for certain customer profiles. It allows for adapting to new uses while strengthening customer relationships over time. For opticians, this is less of a radical shift than an additional tool to explore, diversifying revenues and offering distinctive experiences. By anticipating this shift, professionals can not only build loyalty but also attract a younger, more mobile, and more innovative clientele.