Rendel accelerates expansion in France with investor backing

France may be among the countries with the most opticians per capita, yet Jérémie Cymbler is unfazed by the competition. With his brand, Rendel, he is targeting ambitious expansion of his network over the coming years. From eight stores today, he aims to build the concept into a network of around 100 stores and to pass the 50 point-of-sale mark by the end of 2029. To achieve this, the founder- who, before launching the brand with his partner, Valérie, had developed the multi-brand Optica Services network- has opted for a lifestyle-led approach.

“We have the medical-optical side, of course. But that’s not our development angle. We create a distinct world in each boutique. And we also sell perfume, T-shirts, socks, coffee and, soon, lemonade. We see eyewear as a fashion accessory. When two traditional optical stores have the same product, they’re in competition. But for us, I draw a parallel with the world of ready-to-wear. You can have an A.P.C. boutique next to an Ami boutique and a Drôle de Monsieur boutique. And all three will be selling coats that will appeal to customers with a particular brand sensibility. For us, it’s the same… and the market is huge. I don’t think most customers still want to pay €800 for glasses that ought to cost a third of that. Of course, there will always be a market among people who want a Chanel logo. But there is a quest for authenticity, quality, comfort, and products at more affordable prices.”

Like Lunettes pour tous, Izipizi, or even Jimmy Fairly, Rendel, launched in 2019, puts pricing at the heart of its proposition. The brand offers frames starting at €99, with models up to €169 depending on the materials and where they are made, with its top-of-the-range line produced in Japan. The founder explains that he has reduced intermediaries, relied on his long-standing network and worked with certified factories to build his range and remain competitive against traditional multi-brand optician networks.

Their concepts draw customers with their originality. “Our initial idea was to offer family-friendly prices to our customers. So we imagined the first boutique, on rue des Rosiers, as my grandparents’ apartment on the Amalfi Coast. That attracted celebrities who wore our designs and gave the brand very quick visibility.” The couple are opening points of sale in the French capital’s affluent neighbourhoods, each referencing one of their inspirations. One nods to Brooklyn, another hosts a café, another is a music studio and, for the latest outlet opened on rue de Richelieu (near the Palais-Royal), the brand called on a painter to depict an Italian palazzo.

And despite differing codes, Jérémie Cymbler asserts that all his outlets are profitable from the very first year, with revenue surpassing €7 million in 2025, with growth of over 30% on a like-for-like basis and nearly 45% including openings, across the stores and the website. “Each store is different, but we’ve standardised the quality of service, with a level of customisation and advice that supports customers in choosing a frame according to their skin tone, face shape and, of course, their style,” explains the founder, who adds that the brand will be expanding across the regions, initially in Nice, Cannes, and Bordeaux, with boutiques that now span around 50 square metres. “We have eight stores and plans for seven more points of sale. We’re always looking for prime locations to showcase our services. We want to remain the pleasant surprise among luxury brands. We’re going to be on rue d’Antibes in Cannes, rue Paradis in Nice and Cours de l’Intendance in Bordeaux.”

While he is looking in many major French cities, such as Rennes, the founder is particularly fond of the Mediterranean coast and notes that he is actively scouting in Aix-en-Provence and Marseille. He will also be opening a location in Saint-Tropez after testing pop-ups there, via an exclusive partnership with all Nikki Beach locations that could enable the brand to test the concept more broadly outside France.

“This year we’re also returning to Ibiza for the summer. We’ve established a model that works with solid foundations,” says Jérémie Cymbler. “So now we can roll it out. That’s why we decided to open up our capital to a family office, even though we’d already been approached. Now we know our potential. We still have a lot of potential in France, without going overboard. It should always be a pleasure to discover a store, without cheapening the product. I think we have the potential for around a hundred stores in France in prime locations.”

At the same time, there appears to be considerable potential internationally. This is not the brand’s first international venture. Rendel has already collaborated with the trendy Jack’s Wife Freda restaurant in New York, which gave it visibility with a cosmopolitan lifestyle clientele, particularly in the United States. Today, the United States is the leading market for Rendel’s e-commerce site, ahead of France. Despite questions about customs duties, this momentum is bound to spark ideas for the Cymbler couple, with sales currently split 60% sunglasses and 40% optical.

The other growth driver is undoubtedly the digital channel. The brand saw 200% growth in online sales last year, but these still account for only 5% of revenue. “Selling eyewear online used to be complex. But today there’s been a change in consumer mentality, and we’ll quickly cross the 10% threshold online,” says the founder.