From Distributor to Marketing Partner: How Beck Optikhandel Is Helping Swiss Opticians Become Future-Proof

From the importance of assortment visibility to the value of tailored marketing services, this conversation is packed with insights for any brand working with retailers in a shifting market.

In this Embrosa Talks episode, I sat down with Céline Horn, owner of Beck Optikhandel in Switzerland. What began as a discussion about the Swiss optical market evolved into a masterclass on transformation. How do you transition from being 'merely a technical distributor' to a more comprehensive partner for your opticians, also supporting them with marketing and e-commerce? That is exactly the remarkable transformation Céline is working on: helping her traditionally technical business become a true partner for opticians. Not just in logistics, but also in marketing, creating visibility, and helping opticians become future-ready.

Future-Proofing Opticians

“I want to make a change in the market,” says Céline. “Not just for us, but for the opticians.” And what the optical marketing really needs according to Céline is marketing support. Opticians don't have the budget, time or team to promote products and become visible online.

That's why she works hard to shift the role of Beck Optikhandel from just being a distributor (mainly selling spare parts and workshop tools) to creating a more comprehensive and long-term partnership. This includes not only in logistics and expanding other product ranges but also establishing a marketing service for opticians.

In her vision, this marketing support involves: monthly social media posts and ads, a webshop that seamlessly combines in-store sales and online traffic, and helping opticians send out regular B2C newsletters.

Céline’s vision is grounded in enabling opticians to focus on what they do best: serving their customers in-store. By taking the pressure off marketing and helping them stay visible, Beck Optikhandel also strengthens its own position as a trusted partner.

Making the Assortment Visible

“However, we’re still known for spare parts,” Céline says. “But nowadays we offer so much more.”

A key challenge for Beck Optikhandel, but maybe every distributor out there, is that many opticians aren’t even aware of the full range of products Beck Optikhandel has to offer. Bridging that gap requires more than brochures. It means staying visible as Beck Optikhandel itself. “It’s hard to show everything we have. That’s where digital tools come in.”

Beck Optikhandel is working on new ways to showcase their full assortment online and through events. Besides that, they have built a showroom where customers can see the full product range, meet the team and get a behind-the-scenes feel of the company.

Understand Céline's playing field: The Swiss Market: Small, Independent, and Unique

I ask Céline about her playing field: How different is the Swiss Optical Market as compared to other countries. And her answer: “In Switzerland, we still have many independents. Big chains are more common in other countries,” Céline explains.

Serving independents presents both challenges and opportunities. Opticians enjoy the freedom of being independent and not adhering to a franchise formula. However, they often lack the time, digital skills, or resources to stand out online. This challenge is an opportunity for Beck Optikhandel. That’s precisely where Beck Optikhandel sees its role evolving: from a product provider to a business enabler.

Céline explains that understanding the local market is essential for delivering meaningful value. Instead of pushing pre-made campaigns or solutions, the Beck Optikhandel team focuses on meeting opticians where they are and providing them with the right tools to move forward.

A Vision for the Future

When asked about her dream scenario, Céline doesn’t hesitate: “My ideal vision is a tailored marketing service, something opticians can choose from, plug into, and benefit from immediately.”

She imagines a menu-like offer of content, campaigns, and digital help. Something easy to use, brand-aligned, and optician-ready.

It’s a bold vision, but also a practical one. Céline isn’t aiming for flashy results. She’s aiming for real, lasting impact.

The Takeaway

Céline Horn is a bridge between a traditional wholesale business and a modern support partner for independents. Her clarity, drive, and sense of realism make this one of the most grounded yet forward-thinking episodes of Embrosa Talks. And besides that she is a powerhouse, an inspiration for other entrepreneurs young and old.

If you’re looking to grow your brand in a way that empowers your resellers, take a page from Céline’s playbook: Support isn’t an add-on. It’s the future of growth.