Europe's first online optician turned publicly traded omnichannel eyewear retailer—600K+ SKUs, prescription services, and stores across Germany and Europe.
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See all ads on AdLibrary →Mister Spex is a Berlin-founded online optician established in 2007 by Dirk Graber and Mirko Caspar. Pioneering omnichannel DTC eyewear in Europe, Mister Spex grew from a pure e-commerce platform to a publicly traded company (Frankfurt: SPEX) with physical stores across Germany and major European cities, offering 600K+ SKUs and in-store prescription eye exams. Also searched as Mister.
Mister Spex pioneered home try-on as a paid media hook in European eyewear—offering five frames sent free to try at home, reducing the primary friction of buying glasses without an optician visit. This offer anchors most of their Meta and Google conversion campaigns. TV advertising built mainstream brand awareness in Germany, unusual for a DTC eyewear brand. See their current ads at Mister Spex on adlibrary.com.
Mister Spex runs high-volume Meta campaigns with face-shape frame-selector tools, try-on augmented reality features, and seasonal style creative. Their catalogue of 600K+ SKUs enables extremely granular dynamic product ads. German-language creative dominates, with localized campaigns for Austrian and Swiss markets.
Core themes: home try-on program (five frames free), price comparison vs. brick-and-mortar opticians, prescription lens convenience, celebrity and influencer style associations, and seasonal eyewear trends.
Mister Spex built a category-defining business by solving the core DTC eyewear objection—you can't try glasses online—with a physical solution (home try-on). This risk-reversal mechanic has proven more effective than any amount of creative spend, and became the industry standard European eyewear DTC conversion tactic.
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