Alensa – Setting the Standards of Modern Retail Across Europe

March 2, 2026 / 7:48 AM

The traditional OPTA trade fair, taking place on 13–15 March 2026, will welcome one of the largest players on the European optical market. In Brno, Alensa will demonstrate its modern optical retail concept in real operation. The company will showcase its proven franchise model, through which – after successfully dominating the digital space – it is now dynamically transforming the European brick-and-mortar market.

Alensa is no longer just a successful e-commerce store. At OPTA 2026, it will convince both professionals and visitors through a fully equipped, turnkey model store. This concept, now open to partners as part of the company’s massive European expansion, combines top-tier design, modern technologies, and the backing of a strong international brand.

From Online to Physical Retail

Why shouldn’t you miss the Alensa booth? Forget paper brochures – Alensa focuses on real experience. Inside a life-size optical store mock-up, you will step into a real showroom and discover what your future optical store could look like in the digital age. Experience the power of modern retail, test exclusive technologies in practice, and see your business in a completely new light. Visitors will also have the opportunity to meet retail managers Magdalena Rychtová (CZ region), Ľubor Chorváth (SK region), and Ján Jacina, Head of Retail at Alensa Europe. They will personally present Alensa’s strategy for transferring online know-how into the physical world and reveal expansion plans for 2026.

„Our goal is to show how a modern optical store can function in perfect synergy with the digital world. In Brno, you will see a complete, fully operational store model that our future franchise partners can adopt and start operating immediately,” explains Ján Jacina, Retail Director at Alensa. “Thanks to the success of our flagship stores in Prague, Warsaw, Bratislava, and other cities, we have verified that this business model is highly functional and easily scalable. Our goal is to open strong regional optical stores with local professionals who operate successfully in their regions under the exclusive Alensa brand. We provide unique digital know-how and technological infrastructure, giving partners a ready-made turnkey concept. Moreover, the entire process – from initial design to grand opening – can be completed within just a few weeks.”

An interactive map at the booth will clearly display the current Alensa Partner network and company-owned stores. Prospective entrepreneurs will be able to identify available locations for new franchise branches.

21st-Century Technology and Digital Price Tags

The Alensa model store will demonstrate what the optical store of the future looks like in practice. Visitors can try digital QR price tags that synchronize in real time with online prices, ensuring customers always receive the best available offer. Interactive kiosks will provide instant access to a portfolio of more than 17,000 models of prescription and sunglasses. Any model can be delivered directly to the selected optical store for fitting.

A key competitive advantage of Alensa is its own logistics infrastructure and extensive inventory – 99% of all contact lens types are permanently in stock, ensuring fast delivery both to home addresses and to stores.

Professional expertise is equally emphasized. Alensa equips its stores with state-of-the-art diagnostic devices enabling eye measurements with accuracy up to one-hundredth of a diopter. These technologies are complemented by a unique digital service: customers receive full online access to their examination results and diagnostic data within their personal profile.

Luxury Brands and a Special Guest Appearance

In addition to technology, the booth will present the current eyewear portfolio, including premium brands for women and men such as Ray-Ban, Hugo Boss, David Beckham, Carolina Herrera, Miu Miu, Versace, Coco Song, and exclusive brands Lewish and Beron.

A highlight of the accompanying program will be the appearance of the long-time brand ambassador. On Saturday, 14 March at 12:30 PM, renowned Czech actress Dana Morávková will visit the Alensa booth. Visitors will have the opportunity to discuss fashion trends, her long-term cooperation with the company, and receive an autograph.

About Alensa

Alensa is a successful Czech company operating more than 40 online stores selling contact lenses and eyewear in 27 EU countries, as well as in the UK, Norway, Switzerland, Ukraine, and the United Arab Emirates. Since its founding in 2005, it has grown into one of Europe’s largest online retailers in its segment.In the Czech Republic, Alensa operates the e-shop alensa.cz and modern optical stores in Prague, Brno, České Budějovice, Hradec Králové, and Ostrava. In autumn 2024, the company successfully entered the Hungarian market with its own stores in Budapest, Győr, and Pécs, while serving other regions through partner opticians. In 2025, Alensa also entered the Polish market, opening stores at premium locations in Katowice, Warsaw, and most recently Kraków.