Hultins Optik is stepping confidently into the future by celebrating remarkable milestones across Stockholm. Following the prestigious recognition of its Södermalm boutique as Optical Retailer of the Year 2026, the brand is continuing its momentum with an ambitious transformation on Östermalm. By completely renovating its Karlavägen store to expand clinical capacity and introduce an elevated aesthetic, Hultins Optik reinforces its commitment to exceptional eye care, heritage craftsmanship, and a unified experience across the city.
Hultins Optik Steps Up on Östermalm
A lot is happening at Hultins Optik right now. The Södermalm store has been named Optical Retailer of the Year 2026, the online venture has picked up real momentum, and some of the world’s biggest fashion houses have taken notice of the Stockholm optician. But the most visible change right now is on Östermalm.
On Karlavägen, Hultins Optik has just opened the doors to a fully renovated store. The same premises have been given a new look, and by making smarter use of the space, room has also been found for an additional examination room. At the same time, the team is growing.
An Optician’s Store Beyond the Ordinary
Hultins took over the business on Östermalm in 2019. For several years, it continued under its previous name before becoming Hultins Optik Östermalm in 2025. Now the next big step has been taken.
The newly renovated store differs markedly from what you’d typically expect from a traditional optician’s shop. It features herringbone parquet flooring, custom-built fixtures, large designer lighting, and plenty of room for the frames. But the investment is about more than what meets the eye. The renovation has also made room for an additional examination room, and more staff are being recruited.
“We’ve been on Östermalm since 2019 and have long felt there’s considerably more potential here. Now we’ve had the chance to create the store we truly want, both in terms of the customer experience and what we can offer,” says Åsa Aldén, co-owner of Hultins Optik.
Hultins has been in Stockholm since 1939 and today has two stores with slightly different personalities, but the same Hultins feel. Södermalm is a bit more playful and trend-driven, while Östermalm leans classic and elegant. At the same time, the idea is for customers to feel at home in both.
And Södermalm has already received a fine confirmation of its progress. At the Klarsyntmässan 2026 trade fair, Hultins Optik Södermalm was named Optical Retailer of the Year.
”If we love it, we’ll stock it”
As an independent optician, Hultins has full control over its own purchasing. The team travels regularly to trade fairs and showrooms around the world to discover new collections and find their next favourite.
“We like to say, ‘If we love it, we’ll stock it.’ That’s really our whole purchasing philosophy. We have to love what we sell ourselves and feel that we can stand behind it,” says David Aldén, co-owner of Hultins Optik.
On the shelves, Cartier, Dior, Celine and Loewe sit alongside smaller brands such as the French label John Dalia and the Swiss brand Nirvan Javan. Hultins is the sole Swedish retailer for John Dalia and has also built a close partnership with Nirvan Javan.
The passion doesn’t stop at the frames. Both stores have their own workshops, and Hultins has become especially skilled at tinted lenses. They also work with their own colours, one of which is Peter’s Saint Blue, a shade of blue named after co-owner Peter Wilnier.
More than Stylish Frames
Behind the interest in fashion lies a strong clinical practice. Eye examinations are normally given a full hour, and both stores have modern clinical equipment, including OCT, which gives the opticians the ability to examine the structures of the eye in greater detail, providing a solid basis even for more complex cases.
The new examination room on Östermalm is an important part of the renovation and makes it possible to see more customers.
While Hultins invests in its physical stores, it’s also growing digitally. This year the company became an authorised online partner for Cartier, and subsequently the first — and so far only — authorised online partner in the Nordics for Dior, Celine and Loewe.
These are two initiatives that go hand in hand. More customers are finding Hultins online, while the company continues to invest in what can’t be recreated on a screen: the personal meeting, the eye examination, the craftsmanship, and the chance to actually try your way to the right glasses.
Worth a Detour
If opticians had their own Michelin Guide, the new Östermalm store would be worth a detour.
So next time you’re on Östermalm, it might be worth taking that little detour past Hultins Optik on Karlavägen 73, even if you didn’t think you needed a new pair of glasses or sunglasses.
3 good reasons to visit:
- High clinical expertise
- Hand-picked eyewear with a focus on style and current trends
- A warm and personal experience from the very first moment
Visit Us Today
Experience the perfect blend of eye care expertise, luxury craftsmanship, and personal service for yourself. Whether you are seeking a comprehensive eye exam or your next statement pair of frames, we invite you to stop by our newly renovated Östermalm store on Karlavägen 73 and discover the Hultins Optik difference.
Sponsored article in co-operation with Hultins optik.
Hultins Optik Östermalm
Karlavägen 73, Östermalm
08-642 23 22
Opening hours
Monday to Friday: 09:30 – 18:00
Saturday: 11:00 – 15:00
Hultins Optik Södermalm
Renstiernas gata 24, Södermalm
08-642 23 22
Opening hours
Monday to Friday: 09:30 – 18:00
Saturday: 11:00 – 15:00
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