Vision Express launches eyeglass subscription in Hungary

By: Trademagazin Date: 2026. 02. 17. 10:39

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Vision Express is introducing a glasses subscription scheme in Hungary, which offers a monthly fee, predictable cost solution instead of the classic, one-time larger purchase of glasses, and pushes the product-centric model towards service in the optical market.

According to their recent announcement, the scheme includes unlimited, free vision tests and free replacement of lenses in the event of a change in diopter.

According to Krisztián Makkai, Managing Director of GrandVision Hungary Kft., the subscription model breaks down the cost of glasses into a predictable monthly fee, while providing ongoing professional support. Based on a nationally representative research commissioned by Vision Express, 61% of consumers consider a well-structured subscription more rational due to its predictability; 82% consider lenses that can be replaced free of charge in the event of a diopter change to be an attractive option.