Mister Spex, the European ‘online optician’ (that’s an eyewear online retailer, to you and me), has picked up a new $40 million round in funding led by U.S. investment bank Goldman Sachs.

The Berlin-based company’s existing backers also participated, including Scottish Equity Partners, XAnge, and DN Capital, while the fresh capital will be used to support Mister Spex’s “domestic and international growth plans”.

The site is currently active in Germany, Austria, France, UK and Spain, along with Sweden via a 2013 acquisition of online eyewear stores Lensstore and Loveyewear. It claims to be the largest in Europe.

A typical e-commerce play, Mister Spex lets customers buy a range of eyewear online, including designer glasses, sunglasses and contact lenses, besting traditional bricks ‘n’ mortar stores with more competitive pricing afforded by it through economies of scale and moving the shopping experience online. A good comparison might be what Amazon has done to bookstores.
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