Viu
“The store isn’t going out of business”
While many companies are focusing on consolidation, Viu is actively pursuing its expansion.
In this interview, CEO Kilian Wagner and Creative Director Fabrice Aeberhard explain why brick-and-mortar retail remains central to their business, how trust becomes a form of economic currency—and why good design is always a matter of attitude.
Viu is currently pushing ahead with its expansion. Why is now the right time for growth?
Kilian Wagner, CEO of Viu: The market environment is undoubtedly challenging. At the same time, we have seen very dynamic development in recent years—especially in Germany—with significant growth potential. By that measure, we are still clearly underrepresented in terms of physical presence. Another key factor is that, in our segment, brick-and-mortar retail remains central. We are primarily talking about prescription eyewear—products where consultation, precision, and trust play a vital role. For us, the store is not a thing of the past, but a crucial moment of brand interaction.
What does a store need to do today to truly live up to this expectation?
Kilian Wagner: We view the store as an immersive brand space. The customer journey often begins digitally, but it is only in the physical space that an emotional connection is formed. Three elements come together here: the product, the space, and, above all, the people. Expertise in advising customers is essential—not least because we are dealing with a highly sensitive product that combines functionality and aesthetics.
In this context, how do digital and physical touchpoints interact?
Kilian Wagner: Our digital channels primarily serve to raise awareness, guide customers, and facilitate product selection. At the same time, they act as a bridge to our brick-and-mortar stores: Over 50 percent of our eye exams are now booked online. This targeted “online-to-offline” model is central to our strategy. The actual purchase is predominantly made in-store—which clearly underscores the store’s importance within the omnichannel framework.
Fabrice Aeberhard, Creative Director at Viu: Ultimately, this is a product that is directly linked to one’s own identity. Fit, proportions, and style can only be captured to a limited extent digitally. Internally, we often talk about “character enhancement”—and this process unfolds most powerfully in a physical space.
One topic that is currently dominating many discussions is trust. What role does transparency play in your understanding of the brand?
Kilian Wagner: A very central one. From the very beginning, our goal has been to make the origin and production of our products transparent—from our first manufacturing partners in the Dolomites to the materials and processes we use.
Fabrice Aeberhard: This approach is an integral part of our brand identity. By highlighting our roots, we foster a sense of connection and reliability—both of which are crucial for long-term customer relationships.
Design always exists at the intersection of contemporary trends and timelessness. How does Viu define this balance?
Fabrice Aeberhard: Our design philosophy can be summed up in three words: “clean, pure, honest.” Building on this foundation, we work with three product categories: Contemporary Classics as a solid foundation, Character Frames as a space for experimentation, and Collaborations as a deliberate effort to push beyond our own boundaries. This system allows us to remain relevant without compromising our design integrity.
How can this goal be reconciled with the functional requirements of such a precision product?
Fabrice Aeberhard: Functionality sets clear parameters—for example, regarding material properties and manufacturing processes. Within these limits, however, there is considerable creative freedom.
Kilian Wagner: Once we have fully mastered materials and production processes—such as those involving acetate or titanium—we gain a high degree of design flexibility. For us, innovation also means continuously expanding these capabilities.
What insights can the fashion retail industry gain from your approach—particularly with regard to the future of brick-and-mortar retail?
Kilian Wagner: The key question is: What added value can physical spaces offer that digital channels cannot? Retail will only remain relevant if a convincing answer to this question is found. The trend is clearly moving toward experience and differentiation.
Fabrice Aeberhard: In addition to this, a clear brand identity is essential. Indiscriminate branding inevitably leads to obscurity. In our view, transparency, product integrity, and a consistently designed experience are the decisive factors.
What is your vision for Viu in the coming years?
Fabrice Aeberhard: Despite our growth to date, we still see ourselves as a brand in the making. Our goal is to make our values—particularly design quality and transparency—more widely accessible and to establish them as a benchmark over the long term.
Kilian Wagner: Building a strong community is crucial for us. If we succeed in developing products that people use and love for a long time, we create genuine brand loyalty. That is where we see sustainable success.
If you had to describe Viu as a feeling, what would it be?
Fabrice Aeberhard: Quiet Confidence.
Kilian Wagner: Exactly. We’re not a flashy brand, but one that gives you confidence—with a product that doesn’t overpower, but empowers. A subtle “confidence booster” that becomes part of your own personality.
