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Eyecare Business

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Visual Merchandising + Store Design

Here, we catch up with the man behind the Funk Optik brand to learn about the most appealing attributes of Funk’s optical spaces, plus his experience on Covid concerns.

By: Kerri Ann DeCindis
Eyecare Business September 1, 2020

Feeling Funky

Founded in 1992, Funk Optik now boasts three locations in Germany and one in Austria.

And the optical advice from the label’s bespectacled founder, Dieter Funk, is sought after in the industry—as his store and feedback were integrated into the opti Munich 2020 Showcase virtual-reality store tours, which answered questions like, “Which strengths of my space can I impress my customers with?”

Funk Optik’s warmly lit Kinsau location. Photo: Alexander Dohr for GHM Gesellschaft für Handwerksmessen mbH
Funk Optik’s warmly lit Kinsau location. Photo: Alexander Dohr for GHM Gesellschaft für Handwerksmessen mbH

“Our products, our spectacles, take center stage,” says Funk. “They play the main role in our stores.”

How can you set the stage for success in your store? We check in with Funk to find out.

Dieter Funk, founder of Funk Optik. Photo: Patrick Späth
Dieter Funk, founder of Funk Optik.
Photo: Patrick Späth

KEEP IT GENUINE

First off, Funk is sincere.

“I love ‘brick and mortar,’ but only if it is real,” he says. “I think for many people, this is a symbol for old-school, traditional manufacturing. When you already smell and feel craftsmanship in your environment with a touch of coziness, then the well-being comes automatically.”

KEEP IT COZY

“Nowadays, in my opinion, it is very important to talk about well-being and coziness with a hint of industrial to spice things up when it comes to successful store design,” says Funk. “In every one of our stores, you will find a corner where you can sit down, have a coffee or tea, and relax. Just like in a nice coffee shop.”

1 Funk Optik’s Munich interior is sleek yet cozy.
1 Funk Optik’s Munich interior is sleek yet cozy.
2 A festive feel during winter at Funk’s Munich location.
2 A festive feel during winter at Funk’s Munich location.
3 The fitting area of the Kinsau location. Photos: Alexander Dohr, GHM Gesellschaft für Handwerksmessen mbH
3 The fitting area of the Kinsau location. Photos: Alexander Dohr, GHM Gesellschaft für Handwerksmessen mbH

KEEP IT ON DISPLAY

“Due to the fact that we manufacture our glasses ourselves with a whole lot of heart-blood, there is so much love to our products in the air,” says Funk. “We communicate clearly and emphasize that we do our work with lots of passion by the means of social media channels, also with self-made as well as professionally made videos and photographs. We like to tell and show people how we work and who makes their glasses.”

Incorporate this into your own displays with an insider’s look into the roles of all the important eyecare professionals at your practice.

LOCKDOWN SILVER LINING

“In March, Germany had to face the total lockdown and businesses had to face an extremely and never-before-known hard time,” shares Funk regarding the effects of the Covid-19 pandemic. “Due to the fact that opticians in Germany are considered an important part of the health system, we were forced to run emergency services.

“As many other opticians, we also kept our shops open for this, but it truly was a hard time, because we had to run our businesses with full running costs, but without almost any income,” he adds. “This period was horrible.”

However, there was a silver lining.

“The only good through these bad times was that the consumers started to overthink their consuming behavior,” says Funk. “They began asking themselves things like, ‘Where was this product made?’ or ‘How was this product made?’ and ‘Could I visit the production site?’

“In a nutshell: After the lockdown, the consumers did not forget. They came, they bought, and they are proud to own a handmade masterpiece.”

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