Stastny Optik Innsbruck – Premium Optician in the Heart of the Alps

Hello Andreas, Stastny Optik is an authority in Innsbruck. How long have you been around?
We have been here in Innsbruck since 1941. From the very beginning, our focus has been on quality, innovation and personal contact with our customers. Today, we are proud to be known as a true traditional company in Innsbruck, while also offering the latest technology and expertise.

How did you get into optics?
My great-grandfather, Adolf I, founded Stastny Optik in 1941. My grandfather, Adolf II, took over the business from him, but unfortunately passed away very early. As a result, my father, Adolf III, took over the company in 1985 at the age of just 21 – he was already an optician at the time. Today, I am the fourth generation to run the business together with my father and I am happy to continue our family tradition.

How are responsibilities divided between the two of you?
Stastny Optik has developed a lot over the years – from a small one- to two-man operation in 1985 to a company with 18 team members in 2022, including our hearing aid division, Stastny Akustik. This development has brought with it a variety of priorities and challenges, which we are currently successfully mastering as a well-rehearsed team.

 

Innsbruck is also a tourist center. To what extent does this affect your customer base?
Innsbruck is a center of the Alps and a magnet for tourists. However, since our shop has always been located in the Pradl district – away from the tourist center – we have fewer typical tourist walk-in customers. Our customers come mainly from the surrounding area and from the towns around Innsbruck. They appreciate not only our service and quality, but also the easy accessibility with plenty of parking.

How would you describe the philosophy of Stastny Optik?
Our philosophy has always revolved around the quality of life of our customers. As a family business, we live by values such as closeness, trust and warmth, which not only our team but also our customers feel. We want to create an oasis of well-being – a place where people feel welcome and experience first-class service. Quality and expertise are at the heart of what we do. Our aim is to offer our customers the best possible advice and the right solutions to sustainably improve their quality of life.

 

 

You have a great store. When did you redecorate it?
In May 2023, we opened our new branch just a few meters from the old location. It was a big step that we are very proud of. After a long planning period and intensive collaboration with Möbel und Raum, we were able to create a store that perfectly reflects our philosophy. We are very happy with the result and are pleased that this step has been so well received.

What criteria did you use to design your store?
It was important to us to create a modern and at the same time inviting shop. The focus was on large, open sales areas where everyone can feel comfortable. In addition, we have equipped several refraction rooms with the latest technology to meet our requirements as a health service provider. The result is a successful blend of design, functionality and service orientation that meets the needs of both our customers and our team.

Does the interior design have a positive effect on your customers?
Absolutely! Our customers love the new shop and have given us a lot of positive feedback. The open and modern design ensures that our customers feel even more comfortable and can experience the service at the highest level. Even though the investment was a big step, especially in economically difficult times, it was worth the courage. We feel every day that it was the right step.

 

 

What does the brand portfolio look like? What criteria do you use to select your partners?
Our portfolio has changed a lot over the years. Today, we place particular emphasis on independent labels and prefer partners who value transparency, quality and an authentic collaboration. Wherever possible, we also rely on regional suppliers to support not only our customers but also the local economy.

What is particularly important to you with regards to brands and products?
For us, good service and fast after-sales support are crucial criteria. Only in this way can we offer our customers the first-class service they expect from us. In addition, flexibility and solution-oriented cooperation with our partners are very important to us, so that we can respond to the individual needs of our customers together.

What exciting trends are there in the industry? Which shapes, colors and materials are in demand?
There is no single trend at the moment, but rather a diversity characterized by contrasts. On the one hand, thicker frames and striking designs are in demand, while on the other hand we are seeing a return to simple, rimless frames. The origin and history of a brand is also playing an increasingly important role – customers appreciate it when an exciting or sustainable philosophy is behind a product.

What is going particularly well at Stastny Optik? Are there topics that are “alpine-specific”, for example, different in Innsbruck than in Vienna or Munich?
Currently, products like those from ROLF, especially the “bean glasses” from Tyrol, are very popular. But eye-catching, colorful and striking pieces are also well received. Our customers can find glasses from manufacturers that are not available in every optician’s shop – our customers particularly appreciate this. I don’t think there are any “Alpine-specific” topics, but our customers attach great importance to individuality and quality.

What distinguishes your business, besides the attractive shop and the high-quality brand portfolio? What are your other strengths?
Our strengths lie primarily in quality and service. We have two workshops – one in the children’s store and one in the main store – where we grind every pair of glasses ourselves. In addition, we can carry out 90 percent of repairs on the premises, without having to send the glasses in. Our solution-oriented and customer-focused approach is another feature that our customers particularly appreciate. Another important factor is the stability of our team and our company. Although we have grown from around 8 to 17 employees in the last 1.5 years, our team still consists largely of long-standing employees, some of whom have been with us for over 25 years. Our customers know that they will always find the same point of contact – this creates trust and ensures a personal and stable relationship.

 

 

Your website is also very modern and successful. Congratulations! When did you launch it?
Our website was completely revised and updated last year. Even before that, we placed a great deal of importance on an appealing online presence, because today the website is a company’s digital business card. But we don’t stop there – the site is continuously being developed and improved to ensure that we are always offering our customers the best possible service.

What was conceptually important when relaunching the website?
It was particularly important to us to present our most important services in a clear and concise way, to showcase our team and our services in the right light and, above all, to offer digital services such as the option of making appointments online. Another central element is our online shop, which we have been operating for over 13 years. Of course, the further development of our digital offering continues and we will be presenting some exciting innovations, especially in the children’s area. So, it will be worth keeping an eye on this!

The “Kids” segment is particularly important to you. Why?
The children’s segment has always been particularly important to Stastny. More than 30 years ago, we set up our own spacious children’s department to meet the needs of our younger customers. This focus on children is a unique selling point that sets us apart from many others. We know how important it is to offer children a child-friendly, welcoming and stress-free environment in which they feel comfortable – whether they are choosing glasses or hearing aids. Parents are particularly impressed that we address the special needs and wishes of their children, always focusing on the highest quality and individual advice to offer young people the best possible care and improve their quality of life.

What are the special challenges of working with children?
Working with children naturally presents special challenges, because children often have less patience and their needs are different from those of adults. But the honesty and openness with which children react is also a great advantage. With a lot of empathy, good tricks and playful tools, we can win their attention and guide them through measures and adjustments in a targeted manner. Of course, there are exceptions where children are more difficult to concentrate, but in most cases, parents play an important role in creating a pleasant and trusting atmosphere. This is how we succeed in offering even our youngest customers an optimal experience.

 

 

Which brands do you use for children’s glasses?
When it comes to children’s glasses, we rely on brands that are specially tailored to the needs of children – both in terms of design and durability. We particularly value brands that meet both functional and optical requirements: child-friendly models that are robust and stylish at the same time. We also make sure that the glasses are particularly adaptable and comfortable so that children feel comfortable in them. Brands include LINDBERG, ROLF, but also TITANFLEX.

We also see that you have an online shop on your website. This is a topic that very few opticians want to touch. Why do you do it anyway?
We decided to have an online shop because we think it’s important to offer our customers a convenient and flexible shopping experience in the digital world as well. Especially in times when many people are shopping online, we want to make sure that our customers can access our range from home. The online shop complements our offering and also makes us accessible to customers who cannot be here in person. Our advice is always at the center of what we do and we are always available to answer questions and provide assistance.

When you run an online store, topics such as traffic, reach, Google ranking, SEO and the right keyword strategy are of great importance. After all, you are then offering your services outside your own area and are reliant on new customers. This presents the optician with completely different challenges. How do you deal with that?
It is important for us to establish a strong local online presence, so we rely on regional keywords and content for our SEO, which highlights our business and our services in Innsbruck and the surrounding area. In addition, we invest in targeted Google Ads and social media marketing to increase our reach and appeal to potential customers. In doing so, we place a high value on clearly communicating our expertise in ophthalmic optics and hearing acoustics to guide customers to us. Regularly maintaining customer reviews and integrating positive testimonials also play a major role in our Google ranking.

What do you think will be important for opticians in the coming years in order to survive in the market? Your top 3 topics, please.
Digital transformation: The online market is growing and opticians also have to offer digital solutions. This includes not only a well-functioning online store, but also digital services such as virtual eyewear try-ons or digital advice and tools.
Personalized customer service: Customers want to be advised individually. The ability to respond to the personal needs of each customer and offer customized solutions is becoming increasingly important.
Sustainability: The demand for environmentally friendly products and sustainable business models is increasing. Opticians who rely on sustainable materials and environmentally friendly manufacturing processes will have a competitive advantage in the long term.

Andreas, thank you for the interview.