Hultins Optik becomes the first authorised online partner in the Nordic region for Dior, Celine and Loewe
November 10, 2026 | FashionWe are proud to announce a development that marks an important chapter in the history of Hultins Optik.
Hultins Optik is the first – and so far the only – retailer in the Nordic region to have been authorised to sell Dior, Celine and Loewe online. The authorisation comes from Thélios, the LVMH Group’s exclusive eyewear company, which is responsible for glasses and sunglasses from some of the world’s most sought-after fashion houses.
The decision means that Hultins Optik can now offer both prescription glasses and sunglasses from Dior, Celine and Loewe online to customers in Sweden and the rest of the EU. For us, this is much more than just a new range. It is recognition of the work we have built up over many years and proof that a Swedish, family-owned optician can combine traditional craftsmanship with cutting-edge digital expertise of the highest standard.
Trust that must be earned
In the luxury sector, online sales are far from the norm.
Brands such as Dior, Celine and Loewe are very selective when it comes to which retailers are permitted to represent them online. Their requirements cover everything from how products are presented and photographed to customer service, product knowledge and the overall shopping experience. For these fashion houses, it is not simply a matter of selling glasses. It is about safeguarding a legacy, an identity and a customer experience that have been built up over decades.
Being approved as an online partner therefore requires considerably more than just a well-functioning online shop. It requires knowledge, a long-term perspective and a deep understanding of what the brands stand for. For Hultins Optik, this approval is the result of a determined effort in which optical expertise, personalised service and digital development have gone hand in hand.
That is why Thélios chose Hultins Optik
According to Johannes Kilner, Territory Manager for the Nordic Countries at Thélios, it was precisely this combination of optical expertise and digital know-how that made Hultins Optik the obvious choice.
“We assess a wide range of factors when selecting digital partners. As well as how the brands are represented and the customer experience on offer, we also look at internal expertise and digital maturity. For several years, Hultins Optik has demonstrated an exceptionally strong understanding of the digital customer journey, whilst also possessing a very high level of optical expertise. This combination is rare and has been a key factor in our decision to make Hultins Optik our first authorised online partner in the Nordic region for Dior, Celine and Loewe.”
For us, this is a statement that means a great deal. To receive such a vote of confidence from Thélios and the LVMH Group is both an honour and an inspiration. At the same time, we are well aware of the responsibility that comes with this role.
Tradition meets cutting-edge digital expertise
Hultins Optik was founded in 1939 and has since helped generations of customers find the right glasses through a combination of high optical expertise, personalised service and a carefully selected range. In recent years, the business has also undergone extensive digital development with the aim of creating an online experience that matches the high standard of service customers receive in our shops.
For David Aldén, marketing manager and partner at Hultins Optik, the news is the result of long-term efforts. “This is a milestone for us as a company. Becoming the first authorised online partner in the Nordic region for Dior, Celine and Loewe is a fantastic recognition of the work our entire team has put in over many years.”
David Aldén has a background in the IT sector, where he previously worked as a digital strategist, and sees clear parallels between the digital world and the modern opticians’ sector.
“We have always had a clear ambition to combine the best of both worlds. On the one hand, the knowledge, experience and personal service that have characterised Hultins Optik since 1939. On the other hand, a modern digital experience that makes it easier for customers to discover and get to know the world’s leading eyewear brands. The fact that Thélios highlights our digital expertise as a key reason for the decision makes us particularly proud.”
Three of the fashion world’s most sought-after brands
Dior, Celine and Loewe are today among the most influential names in international fashion. Dior is renowned for its timeless elegance and strong design heritage. Céline has become one of the world’s most sought-after fashion brands thanks to its minimalist and sophisticated aesthetic. In recent years, Loewe has established itself as one of the most creative and innovative names in the luxury sector, with its focus on craftsmanship, innovation and design.
What all three brands have in common is their uncompromising approach to quality and attention to detail. This is also why their glasses and sunglasses have become so sought-after amongst style-conscious customers worldwide.
The start of the next chapter
For Hultins Optik, this is not the end goal but the start of the next chapter. Our partnership with Thélios opens up new opportunities to continue developing our range and give customers access to some of the world’s most exclusive eyewear collections. We look forward to deepening our partnership over the coming years and continuing to build on the trust that has been placed in us.
For us, this ultimately comes down to the same thing it has always been about since 1939: helping people see better, feel more confident and find glasses they really love. Receiving this vote of confidence from Thélios is proof that we are on the right track.
And we’ve only just begun.