Optics

A large and costly superstructure does not favour customers. Aoptik operates on the principle that local staff run the business and is an entrepreneurial Swedish chain founded in Ulricehamn.

Johan Olofsson, founder of Aoptik, entered the optical industry less than ten years ago after a career in cancer research. He is not an optician but is good at building trust and creating business.

"I trust my staff. I have chosen them because they know their stuff and they are the ones who run the real business"

Johan himself sat in the "head office", a 2.6 square metre closet in the Ulricehamn store and kept an eye on finances and marketing before he had to change jobs for various reasons.