First Holland, now Sweden

Following its Dutch success, the long-awaited new market for Specsavers was announced this week with the purchase of the 34-strong Blic chain in Sweden.
For retail watchers the move into another European market came as no surprise Ð the Guernsey-based group was frustrated in its international ambitions when it didn't expand into Australia two years ago.
After its latest set of financial results were announced earlier this month, which spoke of the group 'currently researching, investing and expanding in Énew international markets', it was more a case of where rather than when.
This week we got our answer, and looking at the sector and what Specsavers has bought, it all seems to fit. Sweden's optical market is growing by 5-8 per cent annually, and is said to partly mirror the UK and Netherlands.
Once the Blic foothold is established, Specsavers plans to double the number of stores to more than 70 within three to five years. There will be between 150-200 new jobs created, and 'further acquisitions are being investigated' within the country.
It will be tough Ð Sweden already has a market leader, Synsam, with multi-national Pearle Europe involved in second-placed Synoptik.
Nevertheless, Specsavers' international team is upbeat about its latest venture.
Reidar Bakker, Specsavers' director of international business development summed up the reasoning behind the move. 'Specsavers in its international expansion sees Sweden as a market with considerable potential, and many similarities with Great Britain and the Netherlands.
'Blic has an operation with a similar business model to ours and that provides a good platform for the new step we're taking. With involved franchisees as experts on the local market in combination with our developed support organisation and experience of how optical retail chains are operated profitably for all parties, we now see an exciting future ahead.'
He said Specsavers would now invest in Blic's support organisation 'with the resources necessary and significantly increase investment in marketing both locally and nationally in our ambition to become the market leader in Sweden'.
Bakker explained that the plan was to attract new customers through more transparent and appealing pricing.
'Right now, consumers in Sweden pay far too much for their glasses and pricing is very unclear. Customers need what Specsavers represents, namely, stylish, high-quality eyewear at reasonable, transparent prices. Working closely with shop owners and employees in the Blic chain, we'll be able to cut Swedish consumer eye care costs.'
Linda Rolf, Specsavers' international PR and communications manager told optician that Blic's offer to the Swedish public was contemporary, and its products were medium-priced.
'I think Blic is slightly lower on price than its rivals, say Sweden's Synoptik. It has a good fashion offer and obviously as it has a franchise set-up you know that the stores are being led by entrepreneurs, not simply managers of outlets.'
Blic's managing director, Charlotte Appelgren, said the company would benefit from Specsavers' involvement. And, in her view, the acquisition meant that it could 'help our customers get the spectacles and contact lenses that they need at reasonable prices'.
'On average, residents in Sweden change spectacles every fourth year,' she said, 'but we'd prefer them to change more often. Thanks to Specsavers' purchasing channels, our customers can afford more frequent, refreshing changes. They should be able to own several pairs that follow fashion trends and are suitable for work and leisure activities.'
Sven Schelin, managing director of Blic's holdings company Optimum Optik, commented that Specsavers had the necessary resources to grow Blic and other retail chains.
'Our demands on a new owner of Blic have, among others, been an owner that appreciates shared entrepreneurship, which both franchise and Òjoint venture partnershipÓ creates, and has a long-term view,' he said.
Specsavers will doubtless face stiff competition from the 700 plus other optical outlets, not least the leading brands like Synsam and Synoptik. But if the British multiple can repeat its Dutch expansion, where Pearle and other key players were already established, Specsavers' Nordic ambitions will be realised.